Brand is Houston Astros:

Establishing a Brand Positioning Strategy A brand's position is its place in the mind of the consumer with regard to all the other brands in this category. Several strategic positioning options are available to you. Here are some examples of how positioning statements are presented by brand strategy. position statement for each example below.

1. Position the brand against its major competitor.[Example: Consumers prefer X brand instead of other similar products.]

2. Position the brand away from the others in the category. [Example: Consumers expect Brand X to be available in all appropriate locations.]

3. Position the brand as the category leader. [Example: Brand X is the first brand consumers look for when purchasing.]

4. Position the brand to a specific Consumer Segment. [Example: Store owners recognize Brand X as a status symbol for consumers.]

5. Position the brand as unique. [Example: Brand X has a reputation no other product in this category enjoys.] How does the brand positioning develop "neurological connectivity" as discussed in "It's in the Planning"? My agency's brand will use the position strategy illustrated in option #_________ above because (justify your choice): Write out a positioning statement for the positioning strategy you have chosen. [Example: Globally and locally, brand X will continue to be the number one brand in all locations.]