Final answer:
Positioning is the marketing technique that aims to create a distinct image or perception in the potential consumer's mind to differentiate a company's products from competitors, enhancing brand identity and potentially increasing profits.
Step-by-step explanation:
The marketing technique being referred to is positioning. Positioning is about creating a specific perception or image in the mind of the target audience with the aim of differentiating a company's offering from that of competitors. This technique involves marketing efforts that influence a potential customer's understanding and opinion about a product or service's value, benefits, and place in the market relative to competing offerings. For instance, the image of a luxury hotel might be positioned to evoke feelings of exclusivity and high-end comfort, distinguishing it from other hotels that might focus on affordability or family-friendly features. This is achieved through strategic advertising, messaging, and product presentation designed to align with the desires and needs of the intended consumer.
By effectively using positioning, a company aims to increase its profits by either selling more products, charging a higher price, or both, based on the perception it has created amongst potential travelers. When applied correctly, this technique can generate a strong brand identity that resonates with a specific market segment and leads to lasting customer loyalty.