Positioning Statement and Motto

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Positioning Statement and Motto

You will create a Positioning Statement and Motto for Jeep Cherokee.

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.

Submit the completed template.

Chrysler in motion

Jeep Cherokee

General Brand Marketing

Reflected in the distinctive, fluid lines of an Jeep Cherokee is the brand’s long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Jeep Cherokee cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

I have downloaded the template for you.

1. Target Customers/Users

Who are the target
customers for the company/brand?

[Insert response]

How could/does the
company reach its customers/users? What methods and media might and/or does the
company use to reach the customers/users?

[Insert response]

What would grab the
customers/users’ attention? Define the customers/users according to their demographics
and psychographic information (e.g., age, gender, income, education, lifestyle,
values, etc). How do they want to be perceived?

[Insert response]

What do these target
customers’ value?

[Insert response]

2. Competitors

Who are the brand’s competitors?

[Insert response]

What product category
does the brand fit into?

[Insert response]

What frame of reference
will customers use in making a choice to use/purchase this brand/service? What
other brands/companies might customers compare this brand to?

[Insert response]

3. USP (Unique
Selling Proposition)

How is this
brand/company better than its competitors? What is the brand’s USP (Unique
Selling Proposition?

[Insert response]


What is the brand’s
uniqueness?

[Insert response]

What is the competitive
advantage of the brand? How is it different from other competing brands?

[Insert response]


Does the brand have any
attributes or benefits that dominate competitors?

[Insert response]


4. Positioning Statement & Motto

Develop a new
positioning statement and motto for the brand. Below is an example
of BMW’s positioning statement and motto.

BMW Positioning statement: The brand for discerning customers of sports cars (target
customers) who want an exhilarating experience (USP).

BMW Motto: BMW is
the ultimate driving machine.

[Insert response]

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