Creating Brand Positioning Statement

"To ..Y.., ..X.. is the brand of ..C.., that offers ..Z..

Therefore,

The communication for this brand should emphasize ..U..,
must mention ..I..,
and will omit or trade off ..D.."

X : The brand/product
Y : Target audience
C : Category need
Z : The benefit(s)
U : Uniqueness - Perceived ability to deliver on the benefit relatively better than other brands
I : Importance - Important in the consumer mind
D : Delivery - Can the brand provide the benefit?

(daisy)