With knowledge of your product/brand,
the needs and expectations of target
customers, their perception of competing
brands' positioning select an image which
sets your brands apart from the
competing brands, ensuring the chosen
image matches the aspirations of the
target customers. The selected positioning
and imagery must be credible: consumers
would not believe Lada or Skoda if they
promoted their cars in the same manner
as Porsche or Lotus, or Owen Owen as
the provincial Harrods.