TOP 2 CONCEPTS FOR CH10
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TOP 2 CONCEPTS FOR CH10 Presentation Transcript

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