LandLover
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* Positioning Statement
For adventurous families with kids, Land Rover Discovery is the worlds most advanced, authentic 4WD vehicle that grants families capability, everyday practicality, and versatility through its on/off-road duality. Unlike other models on the market, Land Rover Discovery provides a combination of extraordinary safety qualities and comfort at an affordable price. (See exhibit 1)
* Positioning Strategy
To position the Discovery, the role of the Discovery within the Land Rover line must be clearly defined because positioning occurs at the level of the LRNA portfolio, not just at the level of the individual model. Each model must be distinctive, yet fit under the umbrella of the corporate brand, Land Rover.
Corporate positioning umbrella: Land Rover is the only authentic 4WD vehicle of all SUVs available on the market.
Defender is the embodiment of the core values on which the Land Rover brand is grounded: authenticity, freedom, gut, adventure, and ruggedness.
Range Rover, with its emphasis on prestige and status, is the aspirational flagship of the LRNA portfolio.
Discovery is the authentic Land Rover vehicle that grants families practicality with capability.
Therefore, it is important for LRNA to maintain some balance between the pull of the market (moving toward a family 4WD positioning has the advantage of greater market volume) and the constraints imposed by its brand equity (moving too far from the core associations of the brand runs the risk of diluting the equity of Land Rover).
The source of much the strength of Land Rover is in its core associations: its heritage and core values...