Chapter 10 - Crafting the Brand Positioning

Crafting the
Brand
Positioning
Be different. Stand out from the crowd!
Lorenzo B. Guinto
Ateneo Graduate School of Business
June 2020lorenzo.b.guinto@gmail.com

Questions and Objectives
Create a Strong Brand Positioning
1. How can a firm develop and establish an effective
positioning in the market?
2. How do marketers identify and analyze competition?
3. How are brands successfully differentiated?
4. What are the differences in positioning and branding
with a small business?
https://www.linkedin.com/in/lorenzoguinto/

Questions and Objectives
1. Determine your brand's competitive frame of
reference.
2. Examine strategies, objectives, strengths and
weaknesses of your market and industry competitors.
3. Consumers must see the brand association as
distinctive and superior to relevant competitors.
4. Small businesses must place extra emphasis on their
brand elements and secondary association.

The act of designing a
company's offering
and image to occupy a
distinctive place in the
minds of the target
market.
Positioning
How can a firm develop and establish an effective positioning in the market?

Brand Positioning
3
STEPSTEP
2
STEP
1
FRAME OF
REFERENCE
Determine a frame of
reference by identifying
the target market and
relevant competition.
POINTS OF PARITY/
DIFFERENCE
Identify the optimal
points of parity and points
of difference brand
association.
BRAND MANTRA
Create a brand mantra to
summarize the
positioning and essence
of the brand.

Frame of Reference
It defines which other brands a brand competes with.
‘Category Membership’
the products or sets of products
with which a brand competes
and which function as close
substitutes

Frame of Reference
It defines which other brands a brand competes with.
vs vs

Identify the Points-of-Difference and Points-of-Parity
‘Points-of-Parity’
are attribute or benefit associations that
are not necessarily unique to the brand
but may in fact be shared with other
brands.

‘Points-of-Difference’
are attributes that consumers strongly
associate with a brand, and believe they
could not find to the same extent with a
competitive brand.

‘Point-of-Parity’ ‘Point-of-Difference’

‘Choosing Points-of-Parity’
Category Competitive
vsvs

‘Choosing Points-of-Difference’
Desirable Deliverable Differentiating

Creating a Brand Mantra
‘Brand Mantra’
An articulation of the heart and soul of
the brand.
Communicate.
Simplify.
Inspire.

Creating a Brand Mantra
‘Brand Mantra’
An articulation of the heart and soul of
the brand.
Authentic athletic
performance
Fun family
entertainment
Ultimate driving
machine
Food, Fun Folks
Communicate.
Simplify.
Inspire.

Competitors
How do marketers identify and analyze competition?
• Examine your brand’s industry and market competitors.

It is a marketing
strategy that strives to
distinguish a
company’s product or
services from the
competition.
Differentiation
How are brands successfully differentiated?

Differentiation
‘Employee’
Better-trained employees who provide
superior services.
‘Channel’
Effectively and efficiently designed
distribution channels

Differentiation
‘Image’
Powerful, compelling images that appeal to
consumers’ needs.
‘Product / Service’
Better and faster delivery system that
provides solution to consumers.

Brand positioning in a small business can be a CHALLENGE!
What are the differences in positioning and branding with a small business?
• Creative, low-cost research
• Focus on fewer, stronger products
• Rely on word-of-mouth and loyal brand community
to create buzz

Local Application
Positioning and Branding for a Small Business:

Local Application
Positioning and Branding for a Small Business:
• Started only as a pop-up store in Davao, Maxi Mango slowly created a
set of loyal brand customers who helped advertised the company’s
products through word-of-mouth.
• Many food companies have been serving mango-flavored ice creams
but Maxi Mango focused on creating a product that Filipinos love –
Mango Float.
• Maxi Mango continues to innovate by planning to introduce an
expanded menu this year.

Summary
1. Determine your brand's competitive frame of reference. (How can
a firm develop and establish an effective positioning in the market?)
2. Examine strategies, objectives, strengths and weaknesses of
your market and industry competitors. (How do marketers identify and
analyze competition?)
3. Consumers must see the brand association as distinctive and
superior to relevant competitors. (How are brands successfully
differentiated?)
4. Small businesses must place extra emphasis on their brand
elements and secondary association. (What are the differences in
positioning and branding with a small business?)

Chapter 10 - Crafting the Brand Positioning

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