Introduction
What’s the difference between Ries and Trout’s positioning vs. Kotler’s?
Philip Kotler adopted the term but broadened it. Ries/Trout focus strictly on the mind and competition. Kotler includes broader marketing mix elements.
3. Step-by-Step Positioning Process
Step 1 – Know your current position
- Ask customers: “What comes to mind when you hear our brand?”
- Map your brand against top 3 competitors.
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