The Concept of Positioning

A brand is the story that builds a trusted relationship between a customer and product. This concept includes positioning the benefit personality, and then gets into those concepts of aspiration and emotion. So here's the simple positioning model. As wat your product or service, or your company, you're trying to answer three simple questions. And i'm going to yell out one car brand, and i want you to to you can yell back the one word that pops into your head. It's valvo.