Choosing an Overall Positioning Strategy

Consumers  normally  choose  products  and  services  that  give  them  the  utmost  value.  Therefore, marketers want to position their brands on the key benefits which they offer relative to competing brands. The occupied positioning of a brand is called the brand's value proposition-the complete mix of benefits upon which the brand is positioned. This is the answer to the customer's question "Why should I buy your brand?" Volvo's value proposition hinges on defence but also comprises of roominess, reliability and styling, all for a price that is higher than average but appear fair for this mix of benefits.