Brand positioning.

Some Business Owners say: if customers know about our products, they will buy them. This logic is flawed. Knowing does not lead to buying. We all know about the existence of Lada cars, but do we buy them?

Brand recognition alone is not enough. Brand positioning is the establishment (in the head of potential consumers) of a pair “brand name + one main property associated with it” thus distinguishing this brand from all others. 

When a person needs a product with this property, the brain instantly suggests the brand associated with this property. Each property corresponds to only one brand. 

Volvo – safety

Ikea – cheap

Apple – simple

FedEx – fast

The main objective of marketing is to find a property that has not yet been taken by others and to create an association with your product.