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Advertising:
image era of, 24
and the marketplace of today, 22–23
positioning era of, 24–27
product era of, 23–24
Advertising explosion, 17–18
Age and positioning strategy, 58
Anonymity, 99–100
Automobile rental, 3, 33–35, 198, 205
Automobiles, 14, 31, 45, 47, 54–56, 58–59, 120–123, 128–129, 201–202
Banks, 159–171
Beer, 25–27, 30, 55, 57, 58, 72, 195
Belgium, 137–142
“Broadening the base,” 112–113
“Can do” spirit, 37–40
Cars (see Automobile rental; Automobiles)
Catholic Church, 177–182
Change, effect of, on positioning, 203–204
Chewing gum, 107–108
China (dinnerware), 63
Communication, 6
excessive volume of, 11–13
media explosion, 15–16
oversimplified message, 7–9
Comparative advertising, 3, 32–34, 66, 68
Computers, 24, 38–42, 46, 98, 131–134
Conglomerates, 95–96
Copiers, 44, 47–49, 99, 131–134
Corporate names (see Names, corporate)
Creneaus, 54–61
Distribution as positioning strategy, 58
Diversification, 130–131
Ethics, 67–69
Everybody trap, 60
Free–ride trap, 95–100
F.W.M.T.S. trap, 34–35
Generic names, 102–103
Given names, 77–78
Hand lotion, 111–112
House names, 124–125
Human mind (see Mind)
Inside–out thinking, 101–102, 199
Jamaica, 143–147
Jewelry, 56
Leaders, market (see Market leaders)
Line extension:
advantages of, 115–116
bartender test for, 119–120
disadvantages of, 116–118
examples of, 103–112
and inside–out thinking, 101–102, 199
list test for, 118–119
and outside–in thinking, 102–103, 199
and personal names, 186
reverse, 112–113
rules for, 124–125
Line–extension trap, 101–113, 186
Long Island Trust Company, 159–165
Mailgram, 153–158
Margarine, 110–111
Market leaders:
actions to be avoided, 46
effect of name change on, 50–51
establishing position, 43
failures of, 44
maintaining position, 45–46
and multibrand strategy, 49–50
and power of the product, 48–49
protecting against the unexpected, 47–48
reinforcing position, 47
and temporary equality, 45
Media explosion, 15–16
Milk Duds, 149–152
Mind:
capacity of, 30–31
easy way into, 19–21
hard way into, 21–22
mapping of the prospect’s, 160–163
oversimplified, 6–7
response of, to expectations, 29–30
Mouthwash, 65–66
Names:
and acronyms, 93
and conglomerates, 95–96
house, 124–125
obsolescence of, 90–92
and phonetics, 85–86
reason for selection errors, 89–90
shortened to initials, 86–91, 94
similarity of, 80–83
and telephone directories, 94
generic, 102–103
given, 77–78
personal, 184–185
product: choosing, 71–74, 96–100
coined, 74–75
compared to rubber bands, 123–124
negative, 75–77
Outside–in thinking, 102–103, 199
Overcommunicated society, 6
Oversimplified message, 7–9
Oversimplified mind, 6–7
Pain relievers, 62–63, 95, 102, 105, 196
Paper products, 106–107
Personal names, 184–186
Politicians, 8, 13–14, 37, 62, 65, 78, 86–87, 100
Positioning, 5
against undisputed leader, 40–42
for a business, 193–200
defined, 2–3
effect of change on, 203–204
major examples of: banks, 159–165, 167–171
a church, 177–182
a company, 127–136
a country, 137–142
an island, 143–147
a product, 149–152
a service, 153–158
a ski resort, 173–175
yourself and your career, 183–191
origin of, 3–4
personal characteristics for: courage, 205–206
global outlook, 209–210
objectivity, 206
patience, 209
sacrifice, 208
simplicity, 206–207
subtlety, 207–208
vision, 204–205
rules for, 201–210
Positioning strategies:
age, 58
appealing to everyone, 60
comparative advertising, 32–34, 66
distribution, 58
and existing product line, 58–59
heavy usage, 58
high price, 55–56
low price, 56–57
sex, 57–58
size, 54–55
and technology, 59–60
time of day, 58
unique, 34
Potato chips, 64–65
Price as positioning strategy, 55–57
Product failure, reasons for, 53–54
Product names (see Names, product)
Repositioning:
changing existing attitudes, 61–62
and comparative advertising, 66
and ethics, 67–69
examples of, 62–66
legality of, 67
Reverse line extension, 112–113
Semantic differential research, 160
“Sensory overload,” 17
Sex as positioning strategy, 57–58
Size as positioning strategy, 54–55
Soft drinks, 3, 34, 44, 47–49, 74, 104–105, 194
Stowe ski resort, 173–175
Technology as positioning strategy, 59–60, 134–136
Technology trap, 59–60
Traps:
everybody, 60
free-ride, 95–100
F.W.M.T.S., 34–35
technology, 59–60
United Jersey Bank, 167–171
Words:
effect of, on people, 202–203
role of, in positioning, 201–202