In the previous post I explained the difference between segmenting and targeting a marketing and I explained what positioning is. Here is an example of how this is used in real life.
Emirates introduces new brand positioning
In this piece of news we read about a new marketing strategy the airline Emirates has adopted in order to change their brand image. They aim to be seen by people as more than just a carrier. They do not want to be seen as a company that transfers people form point A to point B.
They want to be the the “enablers of global connectivity and meaningful experiences“. Emirates intends to achieve these with a new image, headed by the slogan “Hello tomorrow“. It is clear that they are attempting to target a younger segment in order to extend their target market.
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