Chapter 7, Question 9.1:

Chapter 7, Question 9.1: In a product category, identify at least three different brands and their respective positioning strategies. How is each position communicated to the target audience?

I chose computers – particularily Apple, IBM and Dell. Apple has positioned itself as the choice for hip, young consumers. They promote their ease of use and highlight the differences/advantages to their product versus PCs. Most notably, Apple’s comparison commercials to PCs are humorous and generally appealing to younger audiences. Dell also aims to be hip but affordable. They are arguably the best quality, low cost manufacturer of computers. Dell reaches consumers through effective television and Internet advertising and does not offer its products in retail stores. IBM remains the standard bearer of computing technology and positions itself as the matriarch of the computer industry. They go for high use consumers who demand workhorse machines. IBM relies on brand identification and brand loyalty.