Positioning Statement and Motto

Jeep Cherokee

General Brand Marketing

Reflected in the distinctive, fluid lines of an Jeep Cherokee is the brand’s long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Jeep Cherokee cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

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1. Target Customers/Users

Who are the target
customers for the company/brand?

[Insert response]

How could/does the
company reach its customers/users? What methods and media might and/or does the
company use to reach the customers/users?

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What would grab the
customers/users’ attention? Define the customers/users according to their demographics
and psychographic information (e.g., age, gender, income, education, lifestyle,
values, etc). How do they want to be perceived?

[Insert response]

What do these target
customers’ value?

[Insert response]

2. Competitors

Who are the brand’s competitors?

[Insert response]

What product category
does the brand fit into?

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What frame of reference
will customers use in making a choice to use/purchase this brand/service? What
other brands/companies might customers compare this brand to?

[Insert response]

3. USP (Unique
Selling Proposition)

How is this
brand/company better than its competitors? What is the brand’s USP (Unique
Selling Proposition?

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What is the brand’s
uniqueness?

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What is the competitive
advantage of the brand? How is it different from other competing brands?

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Does the brand have any
attributes or benefits that dominate competitors?

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4. Positioning Statement & Motto

Develop a new
positioning statement and motto for the brand. Below is an example
of BMW’s positioning statement and motto.

BMW Positioning statement: The brand for discerning customers of sports cars (target
customers) who want an exhilarating experience (USP).

BMW Motto: BMW is
the ultimate driving machine.

[Insert response]