Brand Positioning Statement Challenge

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The Challenge

Have you ever been confused by the increasing number of brands and the massive information we receive everyday as customers?

Nowadays for a brand to have an impact, it needs to have a positioning statement, that explicitly defines why it is different from its competitors while also reflecting its strengths.

Great brand strategy revolves around clearly articulating why the company exists—who’s your target audience, what do you offer, how do you compare to competitors, what’s your unique selling proposition, etc.

Task

Create a powerful Brand Positioning Statement for IE. Use the template provided below to craft a short paragraph that captures IE´s essence:

For [Target Market], IE is the [Point of Differentiation] among all [Frame of Reference] because [Reason to Believe].

*The point of differentiation describes how your brand benefits customers in ways that set you apart from your competitors.

*The frame of reference (FOR) is the segment or category in which your company competes.

*The reason to believe is a statement provides compelling evidence and reasons why customers can have confidence in your differentiation claims.

Awards

The creators of the top 5 Brand Positioning Statements will be awarded with a scholarship to study at IE School of Human Sciences and Technology. Seize this opportunity to enhance your admissions process and study at one of the most innovative and disruptive universities in the world.

Five scholarships will be awarded :

2 scholarships of 30%

2 scholarships of 20%

1 scholarship of 10%

*Only applicable for the Fall 2018 intake and the following programs: Master in Corporate &amp; Marketing Communication, Master in Customer Experience &amp; Innovation, Master in Visual &amp; Digital Media, Master in Market Research &amp; Consumer Behavior Master in Digital Marketing

Format

Your final Brand Positioning Statement should be a short paragraph of two or three sentences of no more than 80 words in total. To submit your statement, you must complement it with a picture or an image that you believe displays the content of your brand positioning statement. You are not required to create the image, you can use any picture that fits your statement.

Submission guidelines

Prepare your Brand Positioning Statement and post it on your Facebook or Instagram using the hashtag #WeareHST

Do not forget to post both the text and image!

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