Marketers are innovative when it comes to product positioning. Part of product positioning is differentiotion, a way of showing how a product is unique from its competitors. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product or service. Brand ambassadors, such as celebrities or other well-known icons, sports figures, or mascots, have become product endorsers to capture the customers' attention in advertising and social media campaigns. Two examples include the following:
• A popular insurance company has used its mascot, a gecko, to deliver its multi-channel messages through traditional and social media to differentiate itself among other insurers. • A popular recording artist delivers his message for a nutrition snack via commercials and social media to launch a new global brand.
For this discussion, select your favorite fast-food restaurant, and discuss the following:
- Define your target market. What is the age group? What are the customers' occupations and other defining factors? 2. Does the restaurant use a brand ambassador such as a celebrity. athlete. singer, or so forth? Is this effective for brand awareness? Why? • If your restaurant does not have an endorser. who would you select, and why? Explain the rationale behind your choices. 3. Name 1 competitor and how your brand is unique.