Chapter 10 crafting the brand positioning

596 views

Published on

Published in: Marketing, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
596
On SlideShare
0
From Embeds
0
Number of Embeds
31
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Chapter 10 crafting the brand positioning

  1. 1. Crafting the Brand Positioning How can you make your product stand out? Belinda B. Ella February 6, 2014
  2. 2. Positioning act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
  3. 3. Positioning Strategy
  4. 4. Competitive Frame of Reference • Identify competitors • Analyze competitors
  5. 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. 6. Brand Mantra • Articulation of the heart and soul of the brand • Short three- to five- word phrases
  7. 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. 8. Coca-Cola Positioning • Points of parity – Contemporary, up-to-date – Refreshing flavor • Brand slogan – “Coke Side of Life”
  9. 9. Be DIFFERENT. Be UNIQUE.
  10. 10. Be DIFFERENT. Be UNIQUE.

×