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3 “You Are Always on My Mind”

In: Ten and a Half Lessons in Marketing

Author

Listed:
  • Emílio Távora Vilar

    (University of Lisbon)

Abstract

Lesson 3 focuses on positioning, the marketing practice that aims to create a unique and valued image of a brand in the minds of its target audience. PositioningPositioning defines the brand’s concept and communicates its promise. This lesson explores how brands can differentiate themselves from competitors, outlines various positioning models, and discusses methods for monitoring a brand’s position over time. It concludes with perceptual mapping, a tool used to evaluate whether a brand’s positioning aligns with market opportunities or if changes in market conditions necessitate repositioning to maintain a competitive advantage.

Suggested Citation

  • Emílio Távora Vilar, 2025. "3 “You Are Always on My Mind”," Springer Books, in: Ten and a Half Lessons in Marketing, pages 43-56, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-09728-6_4
    DOI: 10.1007/978-3-032-09728-6_4
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