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Syllabus

MARCOM Positioning

Last updated August 20, 2008

Learning Objectives
1.	To introduce the concept of brand positioning.
2.	To explain that positioning involves the creation of meaning and that meaning is a constructive process involving the use of signs and symbols.
3.	To describe how brands are positioned in terms of various types of benefits and attributes.
4.	To explain two perspectives that characterize how consumers process information.

I. The communication process

A. Harold Lasswell

B. Wilbur Schramm's model

1. Source:

2. Coding or encoding

3. Message/Transmission

4. Decoding

5. Action/Feedback

 

II. Meaning of communications: Semiotics

A. Sign Relations

 

1. Denotation

 

2. Connotation

 

B. Symbols

1. Simile

 

2. Metaphor

 

3. Allegory

 

III. Brand Positioning

 

A. Benefit Positioning

 

 

B. Attribute Positioning

 

C. Repositioning the brand

 

 

IV. Behavioral Foundations of Marketing Communications

A Consumer Process Model (CPM)

 

B. Hedonic Experiential Model (HEM)

 

 

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