Paper Background Jack Trout and Al Ries brought the concept of

Paper Background

Jack Trout and Al Ries brought the concept of positioning into the marketing mainstream with their book, Positioning, the Battle for Your Mind, published  in 1980 and since updated several times. (I highly recommend that any  of you who are actually interested in a career in marketing should get a  copy of the book and read it carefully.) In brief, they define positioning as the mental short list that a consumer has in her  mind when she starts to think about shopping for something. Your brand  should have a position somewhere on that list, as close to the top of it  as possible. If you are not on the list at all, your brand will  probably not be considered.

That mental shortlist will typically be about 5 to 7 items long and  often shorter, almost never longer. For example, when consumers  start thinking about buying a new car, they don’t think of the dozens of  possibilities out there, they think about choices with which they are  already familiar and which stand out from the crowd.

The authors argue that it is the job of marketers to make their brands seem different from competitors and different in ways that the  intended target audience will see as important and preferable.

“Positioning” then becomes a process of figuring out a short summary  about the brand to make it memorable and likable. Often, this is  summarized in a single phrase or sentence, like BMW’s “Ultimate Driving  Machine” or Disney’s “Where dreams come true.”

Such statements often take the form of what advertising people call a  “tagline” or “slogan.” But this is not always the case. Sometimes  brands use multiple approaches to create a brand image that communicates  a message to set it apart from competitors. For example, Volvo is  widely perceived as a very safe car that will protect people inside the  car even when there is a bad accident. Recently, Subaru has also started  to use the same idea, and I would argue that this makes Subaru look  somewhat like a “me too” brand, one that is “Johnny come lately” to a  category that Volvo established years ago.



For this paper what you need to do is choose a fortune 500 company – (Mercedes benz is chosen) and discuss its positioning and the tactics/actions it uses to get this positioning to “stick” in someone’s mind. 

EXPECTATIONS:  Length is 5 to 9 pages excluding title page, executive summary (on a page by itself), reference list, and any appendices.  Follow APA formatting. Do not include a table of contents. 

Note that the grading rubric states that using correct APA formatting  is worth 10% of the total grade on your paper, so if you do a poor job  with this, it could easily cost you a letter grade on the assignment.  Therefore, effort is required to adhere to APA standards.

Paper Writing Requirements 

Most classes have a 2 paper  requirement per course. Please be sure to address the following  requirements when completing your papers:

  • The  cover page and reference page/s are not included in the above-stated  page requirement. These should be in addition to page requirements. 
  • Papers need to be formatted in proper APA 7th Edition style. 
  • Each  paper requires a minimum of at least three outside peer-reviewed  sources for your references (unless stated otherwise in the guidance  above). 

o Acceptable/credible  sources include: Academic journals and books, industry journals,  and the class textbook. 

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