Chapter 10: Crafting the Brand Positioning Josephine Alexandra D. Lim (12-0100) Uploaded 12:54AM Thank you so much for your time, sir. :)

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CRAFTING THE BRAND
POSITIONING
Turning every product into the
best product ever!
Chapter 10
The 4i
Approach
In
Action

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Outline:
• Positioning
• Category Membership
• Industry
• Red VS Blue Ocean Thinking
• Points of Differences
• Points of Parity
• Brand Mantra
• Competitive Advantage
• Emotional Branding
• Cultural Branding
• Brand Journalism

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Concept 1
Positioning (p. 276)
Kotler: Entertainment Weekly, Method
Products
Local: Zalora
RP medical application: Belo

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Concept 2
Category Membership (p.277)
Kotler: Pepsi, Cocola
Local: Globe, Smart
RP medical application:
Mercury Drug Store, South Star Drug

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Concept 3
Industry (p.278)
Kotler:
Local: Coffee Industry, Fast Food
Industry
RP medical application:
Pharmaceutical Industry

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Concept 4
Red Ocean vs Blue Ocean
Thinking (p.278)
Kotler: Callaway Golf’s “Big Berta”
Local: Smart VS Globe, Uber, C2
RP medical application: Berocca VS
Centrum

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Concept 5
Points of Differences (p.280)
Must be:
- Desirable to consumer
- Deliverable by company
- Differentiating from competitors

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Concept 5
Points of Differences (p.280)
Kotler: Apple, Nike, Southwest
Airlines, VISA vs American Express
Local: Safeguard
RP medical application: ASMPH

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Concept 6
Points of Parity (p.280)
2 types:
- Category POPs = must have’s
- Competitive POPs = overcome
weakness

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Concept 6
Points of Parity (p.280)
Kotler: Miller Lite Beer, VISA vs
American Express
Local: San Miguel Light
RP medical application: Generic Drugs

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Concept 7
Brand Mantra (p.284)
Kotler: Nike, Disney
Local: SM
RP medical application: The Medical
City

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Concept 8
Competitive Advantage
(p.289)
Kotler: Progressive, YouTube
Local: Smart, National Bookstore
RP medical application: ASMPH

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Concept 9
Emotional Branding (p.290)
Kotler: Crayola, Kellogg’s
Local: Mcdo
RP medical application: Vick’s

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Concept 10
Cultural Branding (p.292)
Kotler: ESPN Zone Restaurants
Local: PLDT, LBC, Coke Sakto
RP medical application: HPV Vaccine

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Concept 11
Brand Journalism (p.292)
Kotler: Mcdo
Local: Globe, Red Bull
RP medical application: TMC

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Summary:
• Study yourself and your competitor!
• Determine the frame of reference and optimal
points, such as the PODs and POPs (category &
competitive)!
• Keep eyes open for all competitors – those close by
and those latent!
• Differentiate the brand!
• Tap all things possible: emotion, culture!
• Create a buzz!!

18. www. facebook.com/v65ASMPHMarkma
CRAFTING THE BRAND
POSITIONING
Turning every product into the
best product ever!
Chapter 10
The 4i
Approach
In
Action