0
Crafting the Brand Positioning <ul><li>Marketing Management </li></ul><ul><li>Adrian Arsenal </li></ul>
Brand Positioning: The Cornerstone <ul><li>The brand strategy is the single most important item in all of marketing.  </li...
<ul><li>The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target mar...
Defining Associations <ul><li>Point of difference (POD)  are those associations unique to the brand that are also strongly...
<ul><li>Point of parity (POP)  are those associations not necessarily unique to the brand but perhaps shared with other br...
Competitive Advantage “ Famous for their mouth-watering, hot, original glazed doughnuts” <ul><li>The company’s ability to ...
Product Life Cycle Most product life-cycle curves are portrayed as bell-shaped and  this curve is typically divided into f...
Product Life Cycle Growth - rapid sales growth (market acceptance) and substantial profit improvement. Maturity - sales gr...
<ul><li>Style - basic and distinctive mode of expression appearing in a field of human endeavor that can last for generati...
Product Life Cycle
Product Life Cycle
<ul><li>Positioning is not effective unless it sticks to the mind of the consumers. It is what’s the brand stands for and ...
 
Upcoming SlideShare
Loading in...5
×

Brand positioning

1,518

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,518
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
81
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Brand positioning"

  1. 1. Crafting the Brand Positioning <ul><li>Marketing Management </li></ul><ul><li>Adrian Arsenal </li></ul>
  2. 2. Brand Positioning: The Cornerstone <ul><li>The brand strategy is the single most important item in all of marketing. </li></ul><ul><li>It defines EVERYTHING about what your brand is to your consumer. </li></ul>
  3. 3. <ul><li>The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. </li></ul><ul><li>The goal is to locate a brand in the minds of consumers to maximize the potential benefit to the firm. </li></ul>Brand Positioning: The Cornerstone
  4. 4. Defining Associations <ul><li>Point of difference (POD) are those associations unique to the brand that are also strongly held and favorably evaluated by consumers. </li></ul><ul><ul><ul><li>Brand Attributes </li></ul></ul></ul><ul><ul><ul><li>Brand Benefits </li></ul></ul></ul><ul><ul><ul><li>Brand Values </li></ul></ul></ul>
  5. 5. <ul><li>Point of parity (POP) are those associations not necessarily unique to the brand but perhaps shared with other brands. </li></ul><ul><ul><ul><li>Category point of parity are associations consumer view as being necessary to a legitimate and credible product offering within a certain category. </li></ul></ul></ul><ul><ul><ul><li>Competitive point of parity are associations designed to negate competitors points-of-difference. </li></ul></ul></ul>Defining Associations
  6. 6. Competitive Advantage “ Famous for their mouth-watering, hot, original glazed doughnuts” <ul><li>The company’s ability to perform in one or more ways that </li></ul><ul><li>competitors cannot match. </li></ul><ul><li>The key to competitive advantage is relevant brand differentiation. </li></ul><ul><li>Consumers must find something unique and meaningful about the </li></ul><ul><li>market. </li></ul>
  7. 7. Product Life Cycle Most product life-cycle curves are portrayed as bell-shaped and this curve is typically divided into four stages.
  8. 8. Product Life Cycle Growth - rapid sales growth (market acceptance) and substantial profit improvement. Maturity - sales growth slows and profits stabilize because of increased competition. Introduction - slow sales growth and minimal profits (heavy expenses of product introduction.) Decline - sales show a downward drift and profits erode
  9. 9. <ul><li>Style - basic and distinctive mode of expression appearing in a field of human endeavor that can last for generations. </li></ul><ul><li>Fashion- is a currently accepted or popular style in a given field </li></ul><ul><li>Fads- are fashions that come quickly into public view, adopted, peak early and decline very fast </li></ul>Product Life Cycle
  10. 10. Product Life Cycle
  11. 11. Product Life Cycle
  12. 12. <ul><li>Positioning is not effective unless it sticks to the mind of the consumers. It is what’s the brand stands for and what the consumers can get out of what it stands for. </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×