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¨Marketing is not a war of products,it’s a war of perceptions.¨Al Ries / Jack Trout
People are programmed to spot differencesWhat do you notice?
Eldoradov.a. € 479,-Takkitakkislandv.a. € 530,- Costa-ishv.a. € 569,-F*ing middle ofNowherev.a. € 130,-Farawaygistanv.a. €...
Category in the mind of the customerHolidaySummerholidayTropical beachdestinationDestination xEuropeanbeachWinter holiday ...
BrandpositioningConsumerNeeds/wantsPerceptionsCompetitorpositioningMinimizedistanceRational differencesEmotional differenc...
Rational differences
PS3“for Nerds “Wii“fun “Emotional differences
Brand associationsare built over timeEach advertising /commercial helps tobuild associationsPlay station Sony
Brand associations work fast in your brain and are “emotionally” logicalWhich celebrity brand has a good fit with which br...
Brand associations work fast in your brain and are “emotionally” logicalWhich celebrity brand has a good fit with which ch...
PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants....
PositioningdiamondSafetyAbility to withstand an accidentWithout serious injury• Sturdy looks• Safety features (SIPS, airba...
PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants....
How to enter the “Imported mexican beer”product category in the USA ?NewMarket leader
Category in the mind of the customerBeerHome brew Imported beerMexicanCoronaEuropeanPoints of differencePoints of parity
http://vimeo.com/3260250
What positioning could Dos Equis choose toattack Corona, marketleader in “mexicanimported beer”?
PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants....
The Most Interesting Man
Brand concept Dos Equis• "He is a man rich in stories and experiences,much the way the audience hopes to be in thefuture. ...
Dos Equis adresses differentpsychological need Maslow
• Brands help consumers with their choice• When can brands make a difference ?• With products that are percieved to be (fu...
CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementc...
• Develop a positioning diamond for yourproduct with a persona
PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants....
2b dokuz eylul university izmir int week 2013 positioning and branding vs3
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2b dokuz eylul university izmir int week 2013 positioning and branding vs3

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2b dokuz eylul university izmir int week 2013 positioning and branding vs3

  1. 1. ¨Marketing is not a war of products,it’s a war of perceptions.¨Al Ries / Jack Trout
  2. 2. People are programmed to spot differencesWhat do you notice?
  3. 3. Eldoradov.a. € 479,-Takkitakkislandv.a. € 530,- Costa-ishv.a. € 569,-F*ing middle ofNowherev.a. € 130,-Farawaygistanv.a. € 820,-Timbuktuv.a. € 645,-123456
  4. 4. Category in the mind of the customerHolidaySummerholidayTropical beachdestinationDestination xEuropeanbeachWinter holiday City tripPoints of differencePoints of parityRational differencesEmotional differences
  5. 5. BrandpositioningConsumerNeeds/wantsPerceptionsCompetitorpositioningMinimizedistanceRational differencesEmotional differencesFocusDifferentiationConsistencyRelevant
  6. 6. Rational differences
  7. 7. PS3“for Nerds “Wii“fun “Emotional differences
  8. 8. Brand associationsare built over timeEach advertising /commercial helps tobuild associationsPlay station Sony
  9. 9. Brand associations work fast in your brain and are “emotionally” logicalWhich celebrity brand has a good fit with which brand ?
  10. 10. Brand associations work fast in your brain and are “emotionally” logicalWhich celebrity brand has a good fit with which charity brand ??
  11. 11. PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants. Consumer insightSupportFactual or subjective elements thatsupport claimAgainst whoWho are the most importantcompetitors of which we have to getconsumers4 Positioning questions“Cosmetics with a consience”Socially and environmentallyresponsible• Natural ingredients• Green packaging• Recycling/disposal of by products• Fair trade products• Not tested on animals• Support social projectsWomen who feel responsibleand want to contributeGuilt free shoppingHigh quality cosmeticsConventional cosmetics andCosmetic stores
  12. 12. PositioningdiamondSafetyAbility to withstand an accidentWithout serious injury• Sturdy looks• Safety features (SIPS, airbags)• Pro active safety• Collision avoidance system• Impact reduction• Pedestrian detectionMen and women who feelResponsible and wantto avoid risk, protect yourfamily (accountant, doctors, )Car brands in same categorythat focus on performance(Audi, BMW, Mercedes)WhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants. Consumer insightSupportFactual or subjective elements thatsupport claimAgainst whoWho are the most importantcompetitors of which we have to getconsumers4 Positioning questions
  13. 13. PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants. Consumer insightSupportFactual or subjective elements thatsupport claimAgainst whoWho are the most importantcompetitors of which we have to getconsumers4 Positioning questions
  14. 14. How to enter the “Imported mexican beer”product category in the USA ?NewMarket leader
  15. 15. Category in the mind of the customerBeerHome brew Imported beerMexicanCoronaEuropeanPoints of differencePoints of parity
  16. 16. http://vimeo.com/3260250
  17. 17. What positioning could Dos Equis choose toattack Corona, marketleader in “mexicanimported beer”?
  18. 18. PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants. Consumer insightSupportFactual or subjective elements thatsupport claimAgainst whoWho are the most importantcompetitors of which we have to getconsumers4 Positioning questionsRational differencesEmotional differences
  19. 19. The Most Interesting Man
  20. 20. Brand concept Dos Equis• "He is a man rich in stories and experiences,much the way the audience hopes to be in thefuture. Rather than an embodiment of thebrand, The Most Interesting Man is avoluntary brand spokesperson: he and DosEquis share a point of view on life that itshould be lived interestingly."[
  21. 21. Dos Equis adresses differentpsychological need Maslow
  22. 22. • Brands help consumers with their choice• When can brands make a difference ?• With products that are percieved to be (functionally)similar to the consumer• Choosing a product solely on rational aspects is usuallydifficult• A strong positioning helps consumers to choose abrand• Never loose the connection with your identity
  23. 23. CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementconcept
  24. 24. • Develop a positioning diamond for yourproduct with a persona
  25. 25. PositioningdiamondWhyWhat is the brand promise andbenefit for the consumer ?Who forWho is the target group Needsand wants. Consumer insightSupportFactual or subjective elements thatsupport claimAgainst whoWho are the most importantcompetitors of which we have to getconsumers4 Positioning questionsRational differencesEmotional differencesPersona

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