TOP 2 Learning Concepts for Chapter 10:  Crafting the Brand Positioning Anna Katrina L. Guray April 1, 2011 http://annagur...
OUTLINE: EFFECTIVE BRAND POSITIONING <ul><li>What is Point-of-Difference (PODs)? </li></ul><ul><li>What is Point-of-Parity...
POINT OF DIFFERENCE (PODs) = EFFECTIVE BRAND POSITIONING <ul><li>Attributes consumers associate with a brand. </li></ul><u...
STRONG, FAVORABLE, AND UNIQUE BRAND ASSOCIATIONS Concept Examples PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER ht...
POINTS OF PARITY (POPs) = EFFECTIVE BRAND POSITIONING <ul><li>Attributes that are not necessarily unique. </li></ul><ul><l...
BRAND FEATURES AND BENEFITS FOR SHARING Concept Examples ALL CARS HAVE… = + + STARBUCKS AND MCDO HAVE… + = http://annagura...
Build a strong brand! <ul><li>Determine Point-of-difference of the brand. </li></ul><ul><li>Determine Point-of-parity of t...
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TOP 2 CONCEPTS FOR CH10

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TOP 2 CONCEPTS FOR CH10

  1. 1. TOP 2 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 1, 2011 http://annaguray06.blogspot.com
  2. 2. OUTLINE: EFFECTIVE BRAND POSITIONING <ul><li>What is Point-of-Difference (PODs)? </li></ul><ul><li>What is Point-of-Parity (POPs)? </li></ul>http://annaguray06.blogspot.com
  3. 3. POINT OF DIFFERENCE (PODs) = EFFECTIVE BRAND POSITIONING <ul><li>Attributes consumers associate with a brand. </li></ul><ul><li>Points claiming superiority or exclusiveness. </li></ul><ul><li>Criteria: Relevance, Distinctiveness, and Believability </li></ul>Concept http://annaguray06.blogspot.com
  4. 4. STRONG, FAVORABLE, AND UNIQUE BRAND ASSOCIATIONS Concept Examples PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com
  5. 5. POINTS OF PARITY (POPs) = EFFECTIVE BRAND POSITIONING <ul><li>Attributes that are not necessarily unique. </li></ul><ul><li>May be shared with other brands. </li></ul><ul><li>Features and benefits offered by everyone. </li></ul>Concept http://annaguray06.blogspot.com
  6. 6. BRAND FEATURES AND BENEFITS FOR SHARING Concept Examples ALL CARS HAVE… = + + STARBUCKS AND MCDO HAVE… + = http://annaguray06.blogspot.com
  7. 7. Build a strong brand! <ul><li>Determine Point-of-difference of the brand. </li></ul><ul><li>Determine Point-of-parity of the brand. </li></ul>SUMMARY http://annaguray06.blogspot.com
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