Brand Positioning by Leroy J. Ebert


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Content Extracted from “Strategic Brand Management” 3rd Edition
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob

Presentation developed from SLIM Diploma In Brand Management Students

Presentation developed by Leroy J. Ebert (22nd March, 2014)

Published in: Marketing
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Brand Positioning by Leroy J. Ebert

  1. 1. Brand Positioning Leroy J. Ebert DipM, MCIM, MSLIM, Chartered Marketer Diploma in Brand Management – “Strategic Brand Management – Sri Lanka Institute of Marketing
  2. 2. Identifying and Establishing Brand Positioning • The CBBE is the blue print for marketers to build a strong brand. • However in order to build the brand Marketers need to take several important decisions • Positioning is one such decision
  3. 3. Basic Concept • Positioning addresses the Salience requirement in the CBBE • What you want to know about the brand against what they already know • Positioning “is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers mind
  4. 4. O Positioning tells the consumer why your brand is unique, how it is similar to competitive brands and why consumers should purchase it
  5. 5. O To decide on positioning strategy you need to identify the frame of reference O Identify the target market and the nature of competition. O Who the target consumer is O Who the main competitor is O How the brand is similar to the competition O How the brand is different to the competition
  6. 6. Target Market O A market is the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product O Market segmentation is dividing a market from being heterogeneous to homogeneous O Marketing segmentation requires a trade off between cost and benefits O The more finely segmented the more likely you are to meet the needs and wants of the target consumer
  7. 7. Bases of segmentation Behavioural Demographic Psychographic Geographic B2b User status Income Values International Usage rate Age Opinions Regional Usage occasion Sex Attitudes Brand loyalty Race Activities Benefits sought Family Lifestyle
  8. 8. Benefit Segmentation O Makes it clear what should be the ideal POD or desired benefit with which to establish the positioning. O Toothpaste market O The Sensory Segment: flavour and product appearance O The Sociable – white O The Worriers – decay O Independent segment - Cost
  9. 9. Points of Difference O POD’s are attributes or benefits that are strongly associated with the brand O Consumers believe that competing brand’s cannot offer the same benefit O USP is similar to that of POD O USP is focusing on ‘what was said’ rather than ‘how it was said’, content vs creativity O Sustainable Competitive Advantage (SCA O How can a brand achieve SCA O Consumers choice often determines on brand associations, brand positioning is also an association
  10. 10. Some POD’s O Performance features volvo O Imagery O Cost O Quality
  11. 11. Point’s of Parity O Is POP good for a brand or not? O Product life cycle
  12. 12. Positioning Guidelines O Two key issues in arriving at the optimal competitive brand positioning O Define and communicating the competitive frame of reference O Choosing and establishing points of parity and points of difference
  13. 13. Defining and Communicating the Competitive Frame of Reference O Promote category membership i.e. Coke, Commercial Credit, O Inform customers of a brands category membership before stating its point of difference in relationship to other category members O i.e. BMW POD & POP in USA O i.e. Sony laptops
  14. 14. Choosing POD O POD’s should be desirable O The firm should be able to deliver them O The Desirability Criteria for PODs O Relevance O Distinctiveness O Believability O Deliverability Criteria i.e. hameedia O Feasibility O Communicability O Sustainability
  15. 15. Establishing POP’s & POD’s O POP’s and PODs are negatively co-related i.e. Highest quality but very inexpensive? Figure 2-4 PG 116
  16. 16. How to Manage Negativity in POP’s and POD’s O Separate the attributes – head and shoulders, costly affaire O Leverage Equity on Another Entity – Hameedia & Mango O Redefine the relationship - Apple computers Mac personal to Business – Easy to Use vs. Powerful
  17. 17. Updating Positioning Over Time O Required for established brands O Competitive forces dictate shifts in positioning strategy O Visa – from convenience to prestige O Amex – from prestige to convenience O Updating Positioning O Laddering – deepen the meaning to tab into core brand associations O Reacting – responding to competitive challenges that threaten an existing positioning
  18. 18. Defining & Establishing Brand Mantra's O Core Brand Associations – Attributes & Benefits that characterize the 5 to 10 most important aspects or dimensions of a brand. O How do you identify core brand associations? Mental Mind Map (when you think of a brand what comes into your mind?) O Brand Mantra = The heart and soul of the brand O BM is a short 3 to 5 word sentence that captures the irrefutable essence or spirit of the brand positioning O Similar to Brand Essence or Core Brand Promise
  19. 19. Brand Mantra O Helps employees and external marketing partners understand what the brand most fundamentally is to represent to consumers O BM guides as to what products to launch O What ads to be run O Where and how the brand should be sold O BM’s act as a mental filter to block out any inappropriate marketing activities O Helps marketers project a consistent image over time
  20. 20. Designing a Brand Mantra O Brand Mantra must economically communicate what the brand IS and IS NOT Emotional Modifier Descriptive Modifier Brand Function Nike Authentic Athletic Performance Disney Fun Family Entertainment
  21. 21. Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (22nd March, 2014)