targetTarget is one of the four elements of a classic brand positioning. It specifies the intended audience for the message. Generally, target is defined as one of the segments identified in the Customer Profile. Core existing customers, competitors’ customers, aspirational buyers or even non-buyers can all be targets. 

Targets can be narrow or broad, and they can be defined in many different ways:

  • Demographics such as gender, age or geography
  • Needs, what motivates them to buy
  • Attitudes or values
  • Occasions, people engaged in specific activities or situations

Multiple positionings may be required if a brand has multiple targets that cannot be addressed together. For example, the student characters portrayed in the classic 1985 film, The Breakfast Club, have many things in common. However, separate positionings might be necessary to reach each most effectively.