{"id":313,"date":"2018-06-16T21:00:42","date_gmt":"2018-06-16T19:00:42","guid":{"rendered":"http:\/\/www.brandholosphere.com\/?p=313"},"modified":"2023-02-21T20:09:32","modified_gmt":"2023-02-21T19:09:32","slug":"positioning-statement","status":"publish","type":"post","link":"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/","title":{"rendered":"Positioning Statement"},"content":{"rendered":"\n<p class=\"has-text-align-center\">Das Positioning Statement soll in einem Satz alle wichtigen Aspekte einer Positionierung zusammenfassen. Es setzt sich in der Regel aus den nachstehenden Inhalten zusammen.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" data-attachment-id=\"4630\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/positioning-statement-icon\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?fit=916%2C916&amp;ssl=1\" data-orig-size=\"916,916\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Positioning-Statement-Icon\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?fit=580%2C580&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?resize=150%2C150&#038;ssl=1\" alt=\"\" class=\"wp-image-4630\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?resize=768%2C768&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2023\/02\/Positioning-Statement-Icon.png?w=916&amp;ssl=1 916w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/figure><\/div>\n\n\n<div class=\"alignfull wp-block-ugb-container ugb-container ugb-04a4f20 ugb-container--v2 ugb-container--design-basic ugb-main-block ugb--has-top-separator\"><style>.ugb-04a4f20-wrapper.ugb-container__wrapper{background-color:rgba(255,255,255,1) !important}<\/style><div class=\"ugb-top-separator\"><div class=\"ugb-separator-wrapper\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 1600 200\" filter=\"url(#slant-2-inverted-shadow_svg__a)\" enable-background=\"new 0 0 1600 200\" class=\"ugb-separator__shadow\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><filter id=\"slant-2-inverted-shadow_svg__a\"><feGaussianBlur in=\"SourceAlpha\" stdDeviation=\"4\"><\/feGaussianBlur><feComponentTransfer><feFuncA type=\"linear\" slope=\"0.4\"><\/feFuncA><\/feComponentTransfer><feMerge><feMergeNode><\/feMergeNode><feMergeNode in=\"SourceGraphic\"><\/feMergeNode><\/feMerge><\/filter><path d=\"M800 41.1L-10 160v10L800 51.1 1610 170v-10z\"><\/path><\/svg><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 1600 200\" class=\"ugb-separator__layer-1\" preserveAspectRatio=\"none\" aria-hidden=\"true\"><path d=\"M1610 160v53.2H-10V160L800 41.1 1610 160z\"><\/path><\/svg><\/div><\/div><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-04a4f20-wrapper ugb--shadow-0\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-04a4f20-content-wrapper\">\n<div class=\"wp-block-columns alignwide has-5-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1318\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/bhm-questions_brand-key-kopie\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=886%2C887&amp;ssl=1\" data-orig-size=\"886,887\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BHM Questions_Brand Key Kopie\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=580%2C581&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=100%2C100\" alt=\"\" class=\"wp-image-1318\" width=\"100\" height=\"100\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?w=886&amp;ssl=1 886w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=768%2C769&amp;ssl=1 768w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><\/figure><\/div>\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">What<\/h4>\n\n\n\n<p class=\"has-text-align-center has-background-background-color has-background\"><strong>The only <\/strong><br>(insert category)<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1318\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/bhm-questions_brand-key-kopie\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=886%2C887&amp;ssl=1\" data-orig-size=\"886,887\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BHM Questions_Brand Key Kopie\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=580%2C581&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=100%2C100\" alt=\"\" class=\"wp-image-1318\" width=\"100\" height=\"100\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?w=886&amp;ssl=1 886w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=768%2C769&amp;ssl=1 768w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><\/figure><\/div>\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">How<\/h4>\n\n\n\n<p class=\"has-text-align-center has-background-background-color has-background has-small-font-size\"><strong>that<\/strong> <br>(insert differentiation characteristic)<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1318\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/bhm-questions_brand-key-kopie\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=886%2C887&amp;ssl=1\" data-orig-size=\"886,887\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BHM Questions_Brand Key Kopie\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=580%2C581&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=100%2C100\" alt=\"\" class=\"wp-image-1318\" width=\"100\" height=\"100\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?w=886&amp;ssl=1 886w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=768%2C769&amp;ssl=1 768w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><\/figure><\/div>\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">Who<\/h4>\n\n\n\n<p class=\"has-text-align-center has-background-background-color has-background\"><strong>for<\/strong> <br>(insert target customer)<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1318\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/bhm-questions_brand-key-kopie\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=886%2C887&amp;ssl=1\" data-orig-size=\"886,887\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BHM Questions_Brand Key Kopie\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=580%2C581&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=100%2C100\" alt=\"\" class=\"wp-image-1318\" width=\"100\" height=\"100\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?w=886&amp;ssl=1 886w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=768%2C769&amp;ssl=1 768w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><\/figure><\/div>\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">Where<\/h4>\n\n\n\n<p class=\"has-text-align-center has-background-background-color has-background\"><strong>in<\/strong> <br>(insert market geography)<br><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"1318\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/positioning-statement\/bhm-questions_brand-key-kopie\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=886%2C887&amp;ssl=1\" data-orig-size=\"886,887\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BHM Questions_Brand Key Kopie\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?fit=580%2C581&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=100%2C100\" alt=\"\" class=\"wp-image-1318\" width=\"100\" height=\"100\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?w=886&amp;ssl=1 886w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Questions_Brand-Key-Kopie.png?resize=768%2C769&amp;ssl=1 768w\" sizes=\"(max-width: 100px) 100vw, 100px\" \/><\/figure><\/div>\n\n\n<h4 class=\"has-text-align-center wp-block-heading\">When<\/h4>\n\n\n\n<p class=\"has-text-align-center has-background-background-color has-background\"><strong>during<\/strong> <br>(insert underlying trend)<\/p>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<!--more-->\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:32% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"580\" data-attachment-id=\"1023\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/vision\/bhm-icons_strategi-opportunity-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?fit=887%2C887&amp;ssl=1\" data-orig-size=\"887,887\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"BHM Icons_Strategi Opportunity\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?fit=580%2C580&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?resize=580%2C580\" alt=\"Strategic Opportunity im Brand Holosphere Model\" class=\"wp-image-1023 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?w=887&amp;ssl=1 887w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/BHM-Icons_Strategi-Opportunity-1.png?resize=768%2C768&amp;ssl=1 768w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-normal-font-size\">Die Erarbeitung eines Positioning Statement kann darin unterst\u00fctzen die <a href=\"http:\/\/www.brandholosphere.com\/markenvision\/\" target=\"_blank\" rel=\"noreferrer noopener\">Strategische Chance<\/a> (Strategic Opportunity bzw. Vision) eines Unternehmens <sup><a href=\"#footnote_1_313\" id=\"identifier_1_313\" class=\"footnote-link footnote-identifier-link\" title=\"bzw. von dessen Marke\">1<\/a><\/sup> zu definieren. Sie bildet im <a href=\"http:\/\/www.brandholosphere.com\/brand-holosphere-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brand Holosphere Model<\/a> die Br\u00fccke zwischen Customer Insight und Market Insight. In der Strategic Opportunity wird festgehalten welche Rolle die Marke im Markt einnehmen will <sup><a href=\"#footnote_2_313\" id=\"identifier_2_313\" class=\"footnote-link footnote-identifier-link\" title=\"Oft werden Visionen wie &ldquo;Marktf&uuml;hrer in Region XY&rdquo; oder &ldquo;DER Partner f&uuml;r XYZ&rdquo; &ndash; Beides gibt keinerlei Ankn&uuml;pfungspunkte f&uuml;r Mitarbeiter wonach sie ihre Entscheidungen zu treffen haben, geschweige denn stellen eine Art Motivation bzw. inneren Antrieb dar. Die Strategische Chance darf sich auf das Unternehmen und &ouml;konomische Ziele beziehen, ist aber immer vom Purpose zu trennen\">2<\/a><\/sup>. Aus diesem Anspruch kann ein der Organisation entspringender Purpose definiert werden, der den Antrieb und die Daseinsberechtigung der Marke manifestiert. <\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-89c8bca ugb-accordion--v2 ugb-accordion--design-basic ugb-accordion--open ugb-main-block\" aria-expanded=\"true\"><style>.ugb-89c8bca .ugb-accordion__heading{background-color:#3a3333 !important}.ugb-89c8bca .ugb-accordion__heading:before{background-color:#3a3333 !important}.ugb-89c8bca .ugb-accordion__title{color:#ffffff}.ugb-89c8bca .ugb-accordion__arrow{fill:#ffffff}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\"><span style=\"color: #f8a307;\" class=\"ugb-highlight\">Harley Davidson<\/span><\/h4><svg viewbox=\"0 0 20 20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p>Vision: <br><strong>Building our legend and leading our industry through innovation, evolution and emotion.<\/strong><\/p>\n\n\n\n<p>Purpose (Mission): <br>More than building machines, we stand for the timeless pursuit of adventure. <strong>Freedom for the soul.<\/strong><\/p>\n\n\n\n<p>Positioning Statement <sup><a href=\"#footnote_3_313\" id=\"identifier_3_313\" class=\"footnote-link footnote-identifier-link\" title=\"nicht original\">3<\/a><\/sup>:<\/p>\n\n\n\n<p><em><strong>What:<\/strong>&nbsp;The only motorcycle manufacturer&nbsp;<\/em><br><em><strong>How:&nbsp;<\/strong>that makes, big, loud motorcycles<\/em><br><em><strong>Who:<\/strong>&nbsp;for macho guys (and &#8220;macho wannabees&#8221;)<\/em><br><em><strong>Why:&nbsp;<\/strong>who want to join a gang of cowboys<\/em><br><em><strong>When:<\/strong>&nbsp;in an area of decreasing personal freedom.<\/em><\/p>\n\n\n\n<p>Quelle: <a href=\"http:\/\/www.4c-consumer-insight.com\/details-aktuelles\/items\/markenpositionierung-kopie.html\">4C Consumer Insight<\/a><\/p>\n\n\n\n<p>Quelle: Harley Davidson <sup><a href=\"#footnote_4_313\" id=\"identifier_4_313\" class=\"footnote-link footnote-identifier-link\" title=\"Harley Davidson &ndash; About us\">4<\/a><\/sup><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-747921b ugb-accordion--v2 ugb-accordion--design-basic ugb-main-block\" aria-expanded=\"false\"><style>.ugb-747921b .ugb-accordion__heading{background-color:#f4ea01 !important}.ugb-747921b .ugb-accordion__heading:before{background-color:#f4ea01 !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\"><span style=\"color: #d60303;\" class=\"ugb-highlight\">DHL<\/span><\/h4><svg viewbox=\"0 0 20 20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p><strong>\u00dcberzeugungen:<\/strong> <sup><a href=\"#footnote_5_313\" id=\"identifier_5_313\" class=\"footnote-link footnote-identifier-link\" title=\"DPDHL Brand Strategy\">5<\/a><\/sup><br><strong><em>\u201eAlles ist m\u00f6glich \u2013 solange wir offen f\u00fcr neue Ideen sind, klug denken und mutig handeln.\u201c<\/em><\/strong><br><strong><em>\u201eKompetenz und Erfahrung bilden unser Fundament, aber damit wir uns immer weiter entwickeln, ist kreative Intelligenz gefragt.\u201c<\/em><\/strong><br><strong><em>\u201eNachhaltigkeit und Innovation gehen Hand in Hand \u2013 mit starken positiven Auswirkungen auf unser Unternehmen, die Gesellschaft und unsere Umwelt.\u201c<\/em><\/strong><\/p>\n\n\n\n<p>Leitbild \/ Purpose: <sup><a href=\"#footnote_5_313\" id=\"identifier_6_313\" class=\"footnote-link footnote-identifier-link\" title=\"DPDHL Brand Strategy\">5<\/a><\/sup><br><strong>Wir verbinden Menschen und verbessern ihr Leben.<\/strong><\/p>\n\n\n\n<p>Positioning Statement:<br><strong>Als f\u00fchrender Dienstleister in Fracht und Logistik will das Unternehmen h\u00f6chste Servicequalit\u00e4t bieten, dank des Engagements der Mitarbeiter, proaktiv L\u00f6sungen und lokaler St\u00e4rke bei globaler Pr\u00e4senz<\/strong><\/p>\n\n\n\n<p>Core Competencies: <sup><a href=\"#footnote_6_313\" id=\"identifier_7_313\" class=\"footnote-link footnote-identifier-link\" title=\"beschrieben als Werte\">6<\/a><\/sup><br><strong>Proactive Solutions<br>Personal Commitment<br>Local Strength Worldwide<\/strong><\/p>\n\n\n\n<p>Markenwerte: <sup><a href=\"#footnote_5_313\" id=\"identifier_8_313\" class=\"footnote-link footnote-identifier-link\" title=\"DPDHL Brand Strategy\">5<\/a><\/sup><br><strong>Simplifying<\/strong> \u2013 Wir m\u00f6chten unseren Kunden das Leben einfacher machen.<br><strong>Sustainable <\/strong>\u2013 Wir setzen unseren Gesch\u00e4ftsschwerpunkt auf den langfristigen Nutzen f\u00fcr unsere Kunden.<br><strong>Globally local<\/strong> \u2013 Wir sind immer da, egal wo uns unsere Kunden brauchen.<br><strong>Commited <\/strong>\u2013 Wir achten auf die uns anvertrauten G\u00fcter als w\u00e4ren es unsere eigenen.<\/p>\n\n\n\n<p>Quelle: <a href=\"https:\/\/books.google.de\/books?id=vWM_1tkOVrYC&amp;pg=PA271&amp;lpg=PA271&amp;dq=dhl+markenpositionierung&amp;source=bl&amp;ots=xSvNjI_b2o&amp;sig=dbb41463WfHM3HGBPXRkzKZwkC8&amp;hl=de&amp;sa=X&amp;ved=0ahUKEwi_07bF_snRAhXMAsAKHfUrA1UQ6AEIITAB#v=onepage&amp;q=dhl%20markenpositionierung&amp;f=false\">Esch\/Ambrecht<\/a><br><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-262acc2 ugb-accordion--v2 ugb-accordion--design-basic ugb-main-block\" aria-expanded=\"false\"><style>.ugb-262acc2 .ugb-accordion__heading{background-color:#fa5a00 !important}.ugb-262acc2 .ugb-accordion__heading:before{background-color:#fa5a00 !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Osram<\/span><\/h4><svg viewbox=\"0 0 20 20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p>Positioning Statement:<br><strong>OSRAM Opto Semiconductors stands for innovative, trend-setting technologies for illumination, visualization and sensing. Future technologies are the wheels on which we move our lives forward. Our dreams and desires are the engines that turn the wheels and set the pace of change. In an era of continual technological change, OSRAM Opto Semiconductors is working hard to anticipate and develop the technologies of the future.<\/strong><\/p>\n\n\n\n<p>Values: <br><strong>Appreciation, respect and trust<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-c41190f ugb-7089d76 ugb-accordion--v2 ugb-accordion--design-basic ugb-main-block\" aria-expanded=\"false\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\"><span style=\"color: #791680;\" class=\"ugb-highlight\">Ruag<\/span><\/h4><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 20 20\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p>Positioning Statement:<br><strong>RUAG develops trailblazing innovations and internationally sought-after, cutting-edge technology in the fields of aerospace and defence. Based on strong ethical beliefs and historically rooted in the Swiss army, RUAG combines outstanding technological expertise with a high degree of foresight and responsibility. Thus it helps create and safeguard the main pillars of prosperous societies: security and progress.<\/strong><br><\/p>\n\n\n\n<p>Core \/ Essence: <br><strong>Together ahead.<\/strong><\/p>\n\n\n\n<p>Promise: <br><strong>We listen to make it right<br>We stay to make it real<br>A promise you can trust<\/strong> <sup><a href=\"#footnote_7_313\" id=\"identifier_9_313\" class=\"footnote-link footnote-identifier-link\" title=\"Long Version: What makes RUAG unique in our customers&rsquo; minds? At RUAG, we make it our business to understand our customers&rsquo; needs. We listen and learn every step of the way to create technology solutions that work. By delivering consistently high-quality and reliable performance, we generate the value that keeps our customers coming back.\">7<\/a><\/sup><\/p>\n\n\n\n<p>Values: <br><strong>Collaboration, High Performance, Visionary thinking<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-handler-einbetten wp-block-embed-handler-einbetten\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"RUAG Brand Promise - a short story about what is important to us.\" width=\"580\" height=\"326\" src=\"https:\/\/www.youtube.com\/embed\/oQEADhBxwYg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Quelle: Ruag Brand Portal <sup><a href=\"#footnote_8_313\" id=\"identifier_10_313\" class=\"footnote-link footnote-identifier-link\" title=\"Ruag Brand Portal\">8<\/a><\/sup><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"background-color:#f7f7f7;grid-template-columns:32% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"425\" height=\"425\" data-attachment-id=\"331\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/brand-holosphere-model\/brand-holosphere-logo_pos-black\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?fit=425%2C425&amp;ssl=1\" data-orig-size=\"425,425\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brand-Holosphere-Logo_pos-black\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?fit=425%2C425&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?resize=425%2C425\" alt=\"\" class=\"wp-image-331\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?w=425&amp;ssl=1 425w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_pos-black.png?resize=300%2C300&amp;ssl=1 300w\" sizes=\"(max-width: 425px) 100vw, 425px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\">Positioning Sphere<\/h2>\n\n\n\n<p>In der Positioning Sphere wird die Interpretation der Identit\u00e4t mit dem Ziel der Identifikation auf Konsumentenseite und der Differenzierung gegen\u00fcber dem Wettbewerb vorgenommen. Die Positioning Sphere beinhaltet in der Erarbeitung oft neben den nachstehend aufgelisteten Modulen auch noch Market Insight (rechts der Identity) und die Strategic Opportunity als Fazit aus Kundenbed\u00fcrfnissen einerseits und Wettbewerbssituation andererseits (Oberhalb der Identity und zwischen Customer Insights und market Insights).<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Better vs. Different\" width=\"580\" height=\"435\" src=\"https:\/\/www.youtube.com\/embed\/oRbgqCShx0c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: Beyond the Positioning Statement with Tamsen Webster\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/6nUDPtLhSfZpK35Ls2UGKQ?si=F_2XZAyETVWE-_EWoeMiNw&#038;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jack Trout on Positioning\" width=\"580\" height=\"435\" src=\"https:\/\/www.youtube.com\/embed\/2jM-Iga2jsI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/open.spotify.com\/episode\/3eCs8yB6LogggJ3qsrXMzw?si=_Y05vb4IQxi02-QnheBsDg\n<\/div><\/figure>\n<\/div>\n<\/div>\n<ol class=\"footnotes\"><li id=\"footnote_1_313\" class=\"footnote\">bzw. von dessen Marke<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_1_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_2_313\" class=\"footnote\">Oft werden Visionen wie &#8220;Marktf\u00fchrer in Region XY&#8221; oder &#8220;DER Partner f\u00fcr XYZ&#8221; \u2013 Beides gibt keinerlei Ankn\u00fcpfungspunkte f\u00fcr Mitarbeiter wonach sie ihre Entscheidungen zu treffen haben, geschweige denn stellen eine Art Motivation bzw. inneren Antrieb dar. Die Strategische Chance darf sich auf das Unternehmen und \u00f6konomische Ziele beziehen, ist aber immer vom Purpose zu trennen<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_2_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_3_313\" class=\"footnote\">nicht original<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_3_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_4_313\" class=\"footnote\"><a href=\"https:\/\/www.harley-davidson.com\/eu\/en\/about-us\/company.html\">Harley Davidson &#8211; About us<\/a><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_4_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_5_313\" class=\"footnote\"><a href=\"https:\/\/www.dpdhl-brands.com\/dhl\/de\/guides\/brand-basics\/brand-strategy.html\">DPDHL Brand Strategy<\/a><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_5_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_6_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_8_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_6_313\" class=\"footnote\">beschrieben als Werte<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_7_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_7_313\" class=\"footnote\"> Long Version: What makes RUAG unique in our customers\u2019 minds? At RUAG, we make it our business to understand our customers\u2019 needs. We listen and learn every step of the way to create technology solutions that work. By delivering consistently high-quality and reliable performance, we generate the value that keeps our customers coming back.<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_9_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_8_313\" class=\"footnote\"><a href=\"https:\/\/brand.ruag.com\/promise\/\">Ruag Brand Portal<\/a><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_10_313\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><\/ol>","protected":false},"excerpt":{"rendered":"<p>Das Positioning Statement soll in einem Satz alle wichtigen Aspekte einer Positionierung zusammenfassen. Es setzt sich in der Regel aus den nachstehenden Inhalten zusammen. What The only (insert category) How that (insert differentiation characteristic) Who for (insert target customer) Where in (insert market geography) When during (insert underlying trend)<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"templates\/template-full-width.php","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[49,79],"tags":[71,73,105,326,327],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["de","en"],"languages":{"de":{"title":true,"content":true,"excerpt":false},"en":{"title":false,"content":false,"excerpt":false}}},"jetpack_publicize_connections":[],"featured_image_urls_v2":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","post-thumbnail":"","twentytwenty-fullscreen":""},"post_excerpt_stackable_v2":"<p>Das Positioning Statement soll in einem Satz alle wichtigen Aspekte einer Positionierung zusammenfassen. Es setzt sich in der Regel aus den nachstehenden Inhalten zusammen. What The only (insert category) How that (insert differentiation characteristic) Who for (insert target customer) Where in (insert market geography) When during (insert underlying trend) Die Erarbeitung eines Positioning Statement kann darin unterst\u00fctzen die Strategische Chance (Strategic Opportunity bzw. Vision) eines Unternehmens 1 zu definieren. Sie bildet im Brand Holosphere Model die Br\u00fccke zwischen Customer Insight und Market Insight. In der Strategic Opportunity wird festgehalten welche Rolle die Marke im Markt einnehmen will 2. Aus diesem&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/www.brandholosphere.com\/en\/category\/brand-model-components\/positioning-statement\/\" rel=\"category tag\">Positioning Statement<\/a>, <a href=\"https:\/\/www.brandholosphere.com\/en\/category\/positioning-statement-2\/\" rel=\"category tag\">Positioning Statement<\/a>","author_info_v2":{"name":"Uli Dr\u00f6mann","url":"https:\/\/www.brandholosphere.com\/en\/author\/ulidroe\/"},"comments_num_v2":"0 comments","featured_image_src":null,"author_info":{"display_name":"Uli Dr\u00f6mann","author_link":"https:\/\/www.brandholosphere.com\/en\/author\/ulidroe\/"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p9ZJnf-53","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/313"}],"collection":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/comments?post=313"}],"version-history":[{"count":44,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/313\/revisions"}],"predecessor-version":[{"id":4641,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/313\/revisions\/4641"}],"wp:attachment":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/media?parent=313"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/categories?post=313"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/tags?post=313"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}