In This Assignment You Will Create A Positioning Statement

In This Assignment You Will Create A Positioning Statement And Motto

In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Hewlett Packard, Subway, or Sony. Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand. Click here to download the required template. (attached to the question) Submit the completed template via the Assignment 1 submission link. *Remember to only select one (1) brand from the options below (click on Option A, B, C, and D to view each available brand).

Paper For Above instruction

The assignment requires selecting one brand from Alfa Romeo, Hewlett Packard, Subway, or Sony, and creating a tailored positioning statement and motto based on thorough research and analysis. The purpose is to evaluate the brand's current market position and craft a compelling new or improved positioning narrative that resonates with consumers and aligns with the brand's identity and strategic goals.

Considering Subway as the chosen brand, it is essential to analyze its historical mission and vision statements to understand its core values and strategic direction. Subway's mission is geared towards providing entrepreneurial tools and value through health-conscious, customizable fast food, emphasizing quality and consumer choice. Its vision extends to environmental and social responsibility, aiming for sustainable practices and community impact.

In developing a new positioning statement, one must incorporate insights from Subway's current brand perception, competitive landscape, and consumer expectations. Subway has traditionally been positioned as a healthier alternative within the fast-food industry, emphasizing fresh ingredients and customization. However, to foster a stronger emotional connection and differentiate itself further, the new positioning should communicate an aspirational message centered around health, sustainability, and community involvement.

A potential new positioning statement could be: "Empowering communities with fresh, sustainable choices that promote health and connection." This encapsulates Subway's commitment to health-conscious offerings, environmental sustainability, and community engagement. It reinforces Subway's role not just as a quick meal provider but as a lifestyle facilitator that values well-being and ecological responsibility.

The Motto should reflect this updated position and be memorable. A proposed motto could be: "Fresh for You, Better for All." This phrase emphasizes personalization ("for You") while highlighting societal and environmental betterment ("Better for All"). It is concise, easy to recall, and aligns with the brand's renewed focus on health, sustainability, and community impact.

Overall, this strategic repositioning would aim to strengthen Subway's competitive edge, resonate with health-conscious and environmentally aware consumers, and enhance its global brand perception. Implementing this revised positioning and motto can serve as a foundation for marketing campaigns, product innovation, and corporate social responsibility initiatives that collectively reinforce Subway’s commitment to positive change and customer value.

References

  • Armstrong, G., & Kotler, P. (2019). Principles of Marketing (17th Ed.). Pearson.
  • Brown, S. (2018). Building Brand Equity Through Sustainability. Journal of Brand Management, 25(4), 347-361.
  • Hatch, M. J., & Schultz, M. (2010). Toward a Theory of Brand Co-Creation: Your Partner and You. Journal of Brand Strategy, 1(4), 327-344.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). Pearson.
  • Nielsen. (2015). The Sustainability Imperative. Retrieved from https://www.nielsen.com/us/en/insights/report/2015/the-sustainability-imperative/
  • Subway. (2013). Mission Statement and Vision. Subway Corporate Website.
  • Schultz, M., & Hatch, M. J. (2008). Taking Brand Co-Creation Seriously. Harvard Business Review, 86(7/8), 20-21.
  • Thomas, R. (2020). Sustainable Branding and Consumer Engagement. Journal of Business Ethics, 167(2), 291-305.
  • Vernis, A. (2021). Brand Positioning Strategies: Navigating the Fast Food Market. International Journal of Marketing Studies, 13(3), 45-58.
  • Zeithaml, V. A. (2018). Customer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.

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