If a product captures the prospect s attention before its competitors, the prospect will automatically think of this product before any others. For instance, no one remembers the second man to walk on the moon. The best name will link the product with its benefit. DieHard batteries have a successful name because it portrays the product s best quality. This is positioning.
Consistency also plays a key role.
A company should stick to what worked or made them succeed originally. Trying to change as consumers tastes change may ruin success. The company used an already known name like Ivory and broadening its positioning would be disastrous. In today s product-filled world, so few holes exist that finding a niche in the market is difficult. For instance, Tylenol repositioned aspirin by illuminating its irritating effects.