ABSTRACT
Steps 1–4 constituted a major information gathering exercise to underpin the new brand positioning. This last chapter will focus on the actual positioning, i.e. choosing a new market position (Step 5). Section 6.1 will first go into the reasons behind (re)positioning a brand, as well as the different interests at play in that process. Section 6.2 will subsequently focus on the final positioning choice. We will make this final choice by choosing between and within means–end chains, and we will provide a model that can be used to summarize the positioning, the so-called Brand Positioning Sheet (BPS). After having made our positioning choice, Section 6.3 will look into the implications of a new market position for marketing communication in particular. Section 6.4 concludes this chapter and the book with some final considerations for any brand positioning project.
