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Kotler mm 14e_10_ippt

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Kotler mm 14e_10_ippt

  1. 1. 10 Crafting the Brand Positioning 1
  2. 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2 Chapter Questions  How can a firm develop and establish an effective positioning in the market?  How do marketers identify and analyze competition?  How are brands successfully differentiated?  What are the differences in positioning and branding with a small business?
  3. 3. What is Positioning? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-3
  4. 4. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-4 Value Propositions  Perdue Chicken  More tender golden chicken at a moderate premium price  Domino’s  A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
  5. 5. Competitive Frame of Reference Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-5
  6. 6. Table 10.2 Customer Ratings of Competitors Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6
  7. 7. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Defining Associations Points-of-difference Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands
  8. 8. Point-of-Difference Criteria Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-8 Desirable Deliverable Differentiating
  9. 9. POP versus POD Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-9
  10. 10. Figure 10.1a Perceptual Map: Current Perceptions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-10
  11. 11. Figure 10.1b Perceptual Map: Possibilities Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11
  12. 12. Brand Mantras Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-12
  13. 13. Designing a Brand Mantra Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-13 Communicate Simplify Inspire
  14. 14. Constructing a Brand Positioning Bull’s-Eye Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-14
  15. 15. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-15 Conveying Category Membership  Announcing category benefits  Comparing to exemplars  Relying on the product descriptor
  16. 16. Examples of Negatively Correlated Attributes and Benefits  Low-price vs. High quality  Taste vs. Low calories  Nutritious vs. Good tasting  Efficacious vs. Mild  Powerful vs. Safe  Strong vs. Refined  Ubiquitous vs. Exclusive  Varied vs. Simple Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-16
  17. 17. Differentiation Strategies Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-17
  18. 18. Means of Differentiation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-18 Employee Channel Image Services
  19. 19. Emotional Branding Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-19 Strong culture Communication style Emotional hook
  20. 20. Market Share, Mind Share, and Heart Share Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-20
  21. 21. Brand Narratives and Storytelling Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-21
  22. 22. For Review  How can a firm develop and establish an effective positioning in the market?  How do marketers identify and analyze competition?  How are brands successfully differentiated?  What are the differences in positioning and branding with a small business? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-22

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