Lecture 3 Brand Management

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Brand Positioning

Brand Positioning

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  • 1. Brand Management PT MBA I year Trimester – 3 Lecture - 3
  • 2. Today’s Menu
    • Customer-based brand equity (CBBE) pyramid
    • Brand positioning (as a part of 1.Building Brands)
      • Target Market
      • Competitive scenario
      • Points of Parity and Differences
      • Updating Positioning
    • Brand Values
      • Core brand values
      • Brand mantras
  • 3. Customer-Based Brand Equity
    • The differential effect of
    • brand knowledge on consumer response to the marketing of the brand
  • 4. CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgments Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence
  • 5. Subdimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design; Price Category Identification Needs Satisfied
  • 6. Brand Positioning >> Basic Concepts
    • Death of “one-size-fits-all”
    • Mass production >> Mass customization
    • “act of designing the company’s offer and image so that it occupies a distinct and valued space in the target customer’s mind
    • Key steps:
      • Who is the target customer?
      • Who are the main competitors?
      • How is the brand similar to the competition?
      • How is the brand different from the competition?
  • 7. Brand Positioning >> Target Market
    • Market – set of actual and potential buyers – motivation, ability and opportunity to buy your product
    • Market segmentation – Dividing into Homogenous consumer groups
    • Customization vs. Cost tradeoff – is “ Mera wala green” profitable
    • Segmentation base:
      • Descriptive – Customer Oriented (who is the customer?)
      • Behavioral – Product oriented (customer’s product usage)
  • 8. Brand Positioning >> Target Market
    • Behavioral
      • User status
      • Usage rate
      • Usage occasion
      • Brand loyalty
      • Benefits sought
    • Demographic
      • Income
      • Age
      • Gender
      • Race
      • Family
    • Psychographic
    • Values, opinions, attitudes, activities, lifestyle
    • Geographic
      • International
      • Regional
    Consumer Segmentation bases
  • 9. Brand Positioning >> Target Market
    • Nature of Good
      • Specification
      • Kind
      • Where used
      • Type of buy
    • Buying Condition
      • Purchase location
      • Who buys
      • Type of buy
    B2B Segmentation bases
    • Demographics
      • Financials
      • Number of employees
      • Size of production
      • Number of establishment
  • 10. Criteria for segmentation
    • Identifiability: can the segment easily determined?
    • Size: I s it viable to target the size?
    • Accessibility: Can the product be made available easily to the segment?
    • Responsiveness: How will the segment respond to a targeted marketing initiative?
  • 11.
    • For the selected TG who are the other competitors?
    • What is their size and market share?
    • What is their positioning?
    • Is there a unique space that can be occupied by our brand?
    Brand Positioning >> Competitive Scenario
  • 12. Brand Positioning >> Points of Difference
    • Strong, favourable and UNIQUE associations for a brand
    • Functional – Performance related
    • Abstract – Imagery related
    • Similar to the notion of USP
    • Sustainable Competitive Advantage (SCA)
  • 13.
    • Not necessarily unique – may be shared with other brands
    • Category points of parity – legitimate and credible feature
      • Makes your service at par with the category
      • Relevance in brand extensions within same category
    • Competitive POPs – To negate POD’s of competition
    • Balanced use of POP and POD
    • POP to assure customers that you qualify very well for the category
    • POD to top it up and announce supremacy for one aspect of category
    Brand Positioning >> Points of Parity
  • 14. Brand Positioning >> Points of Parity & Diff.
    • Establish brand’s category membership
    • Choosing POP and POD
      • Desirability
        • Relevance
        • Distinctiveness
        • Believability
      • Deliverability
        • Feasibility
        • Communicability
        • Sustainability
  • 15. Updating brand positioning
    • Laddering – Product functions >>> core values
    • Reacting – Response to competitive changes
  • 16.
    • Laddering – Product functions >>> core values
    • Reacting – Response to competitive changes
    Updating brand positioning Abstract values Motivations Benefits Attributes
  • 17.
    • Laddering – Product functions >>> core values
    • Reacting – Response to competitive changes
      • Do Nothing
      • Go on the defensive
      • Go on the offensive
    Updating brand positioning
  • 18. Core Brand Values
    • Abstract associations (attributes and benefits)
    • 5-10 most important aspects of a brand
    • Directly related to POP and POD
    • Measurable through TOM recall
  • 19. Brand Mantra
    • Expression of “Heart and soul” of brand
    • Short phrase that captures the spirit of positioning
    • Provides guidance to all the activities of the brand
    • Emotional modifier>> descriptive modifier>> Brand function
    • McD – “Food, folks and Fun
    • Nike – “Authentic Athletic Performance”
    • Disney – “Fun Family Entertainment”
    • Zee Cinema – “Movies Masti Magic”
    • Its should
      • Communicate the category and boundaries
      • Simplify.. To make brand memorable
      • Inspire – Should stand out with a higher meaning
  • 20. Summary
    • CBBE pyramid – from awareness to Strong relationship
    • Positioning – creating a distinct identity