Instructions:

Please mention a brand ladder and positioning statement focusing on the country you were born in promoting its tourism industry.

The brand ladder should contain below 4 elements -

i) Functional Benefits

It refers to the benefits that are rendered to the consumer by the attributes. In a mobile phone, functional benefits include speed, memory, interface experience.

ii) Emotional Benefits

It refers to how the product/ service connects with the consumer in daily life through its usage. A mobile phone can provide different benefits for its users like gaming, messaging, browsing.

iii) Transformational Benefits

These refer to benefits at a more holistic benefit the product might give in the long run to the customer. These include the lifestyle or overall changes which the product will bring to one's life because of the usage. These benefits are at a high level and many brands may be at functional and emotional benefits only.

iv) Societal Benefits

Many times, customers are looking for a good product which along with benefit to them can also benefit society as a whole. Environment-friendly products are preferred by a lot of customers because of this stage.

The positioning statement should be in the below manner -

"Among [target market], [brand name] is the brand of [competitive frame], that [poin of difference/single most important benefit] because [reasons to believe]."

The positioning statement should focus on the emotional benefit of the brand lsdder elements.