The Brand Whisperer Briefing | Premier Brand Positioning | Episode 3

There are three types of brand positioning you can hold in the mind of your target audience. First there’s Premier, second there’s Preemptive, and third there’s Price. In this week’s episode I’m going to discuss Premier positioning. Chances are I’m not about you though, because only one corporate or personal brand can hold this position in any market category. It’s important to understand what Premier is because you’re competing against them, that’s where Preemptive and Price positioning come in. I’ll be discussing these types of positioning in the next two upcoming episodes of The Brand Whisperer.

Your brand has the Premier position if it is #1 in a specific market category. The Premier brand is the biggest, the first, and the most well-known—think Coke, Google, and Harvard, to name a few. Sometimes the Premier brand name is so popularized it becomes synonymous with the category itself—for instance, facial tissue giant Kleenex. Smart marketers use their brand’s tagline to communicate their market position to customers and prospects. For example, Hertz Rent-a-Car, the largest company in the car rental category, uses the tagline, “We’re #1.” On the surface, most brands would want to be marketed in the Premier position. The challenge is there can only be one premier brand.

Homework

So, your homework for this week is to answer the question: Is my brand the biggest, the first, and the most well-known in its business category?

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