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Business & Marketing
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Positioning Statement and Motto (Other (Not Listed) Sample)

Instructions:

Use the provided information, as well as your own research, to assess one (1) of the stated brands (Jeep Cherokee, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.
Company/Brand Selected (Jeep Cherokee, Amazon, or Google):
1. Target Customers/Users
Who are the target customers for the company/brand?
How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?

What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?
What do these target customers’ value?
2. Competitors
Who are the brand’s competitors?
What product category does the brand fit into?
What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?
3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition?
What is the brand’s uniqueness?
What is the competitive advantage of the brand? How is it different from other competing brands?
Does the brand have any attributes or benefits that dominate competitors?
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto.
• BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
• BMW Motto: BMW is the ultimate driving machine.

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Positioning Statement and Motto
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Date:
Use the provided information, as well as your own research, to assess one (1) of the stated brands (Jeep Cherokee, Amazon, or Google) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.Company/Brand Selected (Jeep Cherokee, Amazon, or Google):1. Target Customers/UsersWho are the target customers for the company/brand?
* Google targets diverse internet users, with search engine results in different countries
* Geographic and demographic dimensions are considered
* Google is mostly popular among those under age of 35
* Most users are middle class
* Many users are technologically competitive and educated
How could/does Google reach its customers/users? What methods and media might and/or does the company use to reach the customers/users?Google is the major search engine in the world and the company advertisers to potential users and also uses TV advertisement to market itself. Ads and keywords influence search results where search remarketing and demographic targeting allows advertisers to target customers. Google has AdWords and AdSense, which guides advertisers and search results are narrowed down to what is most important, and anyone with access to the internet can access Google. The company also sponsors and partners with other companies to broaden the company’s reach.
What would grab the customers/users’ attention? Define the customers/users according to their demographics and psychographic information (e.g., age, gender, income, education, lifestyle, values, etc). How do they want to be perceived?
Google uses targeting advertising to focus on content that is most relevant to different demographic groups where there are various products. For instance, the youth are more likely to be interested in entertainment and sports, while h

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