a more indepth description of the product, it's competition, quality, etc

a one to two sentence statement

a short, compelling declarative sentence that states just one benefit, and addresses your target market's No

The expression of how an organization wishes to be perceived by its target audiences. The Positioning Statement states the reason for the brand's existence and, once successfully established, it should rarely be changed. It provides a blueprint for the marketing and development of a brand.

A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience.

Provides the supporting proposition for communications, reflecting the firm's value proposition. 1) Definition - how the firm defines its service or how the brand defines its competitive advantage: who we are and what we do; 2) Differentiation - what makes the firm special: how we do it; and 3) Deliverables - benefit delivered to clients.

Provides the underlying platform for communications, reflecting the company's/brand's value proposition. Address: definition—how the company defines its business or how the brand defines its competitive set; who we are and what we do; differentiation—what makes the company/brand special; how we do it; and deliverables—benefit delivered to its customers.

A plausible, memorable image-enhancing written summation of a product's or brand's desired stature. p. 236

A concise written statement of the positioning concept, conveying the essential features of the brand and its niche.