Inside Asian Gaming

IAG JUL 2022年7月 亞博匯 92 WHAT IS POSITIONING? Brand positioning has been defined as “the specific intended meaning for a brand in consumers’ (customers’) minds. More precisely, a brand’s positioning articulates the goal that a consumer will achieve by using the brand and explains why it is superior to other means of accomplishing this goal.” Peoples’ goals have changed, some would argue irrevocably, because of the pandemic. Casino brands, therefore, should alter their positioning to align their brand perceptions with the goals and preferences of the target market. Brand efforts should be directed toward finding that sweet spot where the brand is differentiated from competitors, is viewed as being relevant by the target market and has emotional power to intimately connect with the chosen market segment(s). Positioning flows from an analysis of market segments and decisions about which segments to target. Australian academic Michael Beverland writes that positioning, in essence, involves providing your customers with compelling answers to three questions: (1) Who are you? (2) What do you do? (3) Why does it matter? The first question introduces (or reintroduces) customers from targeted segments to the company. Customers, more than ever before, are wanting to try new brands and would love to engage with a brand Caesars Entertainment tries to draw in customers through its rewards program. 凱撒娛樂試圖通過其獎勵計 劃吸引客戶。 COLUMNISTS