Structured positioning and unstructured positioning is different and both are important. And both can be applied by same brand In unstructured, brand is positioned to prospect’s mind through telling a story with metaphors by analyzing the situation and purpose of consuming a brand, habits of consumers, competitors brand image, consumer’s character and timing of consumption etc .Here storytelling as an art plays an important role because it’s shape the perception of consumers for particular brand or product. So just take the data and fact by research and put in your mind and imagine (the way you want to show yourself or your product or brand on consumer’s mind) Like GET MILK campaign of American dairy group, Apple’s ad for IBM. But it is already constitutes in structure positioning under emotional branding where mystery, sensuality and intimacy are like daewik,dehik and bhautik of TRISHUL.
Structured positioning starts with the target certain types of consumer, leads to define the competitive frame of reference (CFR).In CFR, not only present competition arena but also coming competition can be smelled by analyzing both Industry (no. of sellers, degree of product differentiation, entry barrier, cost structure etc) and market competition (relative substitutes) such as coca-cola ignored the coffee bars business. In CFR, category membership is important because “YOU SEE WHAT TO EXPECT TO SEE” pour a gallo in 50 year old French burgundy then carefully decant a glass in front of a friend and ask ,blind taste of testing of champagne have often ranked inexpensive California brands above the french or germen’s above. Coca-cola came with juice drink Mr. peeb to compete with first Flamming’s Dr. peeper juice drink but customer didn’t accept it. Brand association of Point of differentiation (POD) ex. Volkswagon’s Bettle, should be personally relevant to consumer and supported