BRAND POSITIONING The advertiser’s positi

on their product by using the competitive advantage appeal where it usually claims superiority to another brand. In their commercial, they surveyed certain people on what is their top leading dandruff shampoo. There was overemphasis in the idea that Head and Shoulders is the no.1 anti-dandruff shampoo. In fact, in a tremendous attempt to place their shampoo at the zenith of marketing boards, they even used a model whose unquestionable excellence in his field is also beyond comparison. They chose somebody popular and achingly sweet to the eyes of their consumers to present their shampoo—Manny Pacquiao. This inculcated a notion in the minds of the audience that BEST people only uses BEST brands. It understandable why Head and Shoulders utilized positioning as their main marketing strategy. First, there’s the fact that there were several competing anti-dandruff brands available in the market. Second, these brands have the same or minimal differences in their suggested retail price. Third, the other competing brands were newly launched in the market, making the clients curious of these new brands. Because of the aforementioned reasons, the advertising scheme of Head and Shoulders is to make sure that customers would see that their shampoo is still the leading and unbeatable brand in the market.