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Chapter 10 crafting the brand positioning
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  • 1. Crafting the Brand Positioning How can you make your product stand out? Belinda B. Ella February 6, 2014
  • 2. Positioning act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
  • 3. Positioning Strategy
  • 4. Competitive Frame of Reference • Identify competitors • Analyze competitors
  • 5. Points of Parity (POPs) Points of Difference (PODs) • Associations that may be shared with other brands • Attributes or benefits unique to a certain brand
  • 6. Brand Mantra • Articulation of the heart and soul of the brand • Short three- to five- word phrases
  • 7. Coca-Cola Positioning • Competitive frame of reference – Colas? – Non-alcoholic? • Points of difference – Distinctive taste profile – Optimistic view of life – Classic, iconic symbolism & imagery
  • 8. Coca-Cola Positioning • Points of parity – Contemporary, up-to-date – Refreshing flavor • Brand slogan – “Coke Side of Life”
  • 9. Be DIFFERENT. Be UNIQUE.
  • 10. Be DIFFERENT. Be UNIQUE.