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Considering factors when positioning brand
1) Emphasizing differences
2) The frame of reference within which the brand works and
3) The features the brand shares with other products

Asking three questions about your brand can help:

1) Have we established a frame?
     A frame of reference signals to consumers the goal they can expect to
      achieve by using a brand.

2) Are we leveraging our points of parity?
     Certain points of parity must be met if consumers are to perceive your
       product as a legitimate player within its frame of reference.

3) Are the points of difference compelling?
     A distinguishing characteristic that consumers find both relevant and
       believable(trust and value) can become a strong, favorable, unique brand
       association, capable of distinguishing the brand from others in the same
       frame of reference.
Have we established a frame of reference?
    ① The frame of reference signals to the customers the goal they can achieve through
        using the brand
    ② The frame of reference may change as the product goes through its lifestyle, and as
        new competitors enter the market
    ③ Example: Fed Ex as an overnight delivery service, then as a speed and dependable
        overnight service, now more focused on tracking capabilities (to compete with email
        and faxes that are often lost)

Are we leveraging our points of parity?
     ① Think through the points of parity your brand needs to have with competitors if it is to
         be accepted
     ② New brands – normally points of parity are thought of new brands
     ③ Brand extensions can be dangerous – Is your point of differentiation go against the
         minimum requirements for the consumer to recognize you as a legitimate brand in this
         business?
     ④ Established brands – over time, points of differentiation becomes points of parity

Are the points of difference compelling?
Three types of difference:
     ① Brand performance – How does it meet the consumer’s functional needs based on
         intrinsic properties of the brand? Does the product do what it says?
     ② Brand imagery – when choices are based on experience, who uses the brand and under
         what circumstances?
     ③ Consumer insight associations – when imagery and performance is less attractive, show
         you know the customer
Don’t:
    ① Build awareness before position

    ② Talk about what customers don’t care about

    ③ Invest in differences that are easily copied

    ④ Focus too much on the competition

    ⑤ Reposition unless absolutely needed

Must make sure position is internally consistent at any point in time.

① “Ladder up”
    First round describes concrete attributes, second round how those
     attributes change the users lifestyle, third round how better lifestyles lead
     to happiness

② “The big idea”
    Identify the main idea and over time show a variety of attributes that
     imply the benefit
Marketing does not make a brand, you need a real brand

1. "You have to know who you are before you can convince anyone of it."

2. "The brand is the nucleus of sales and marketing activities."(consultant
   Alina Wheeler)

3. "Products are created in the factory. Brands are created in the
   mind."(Walter Landor, president of Landor Associates, a San Francisco-based global brand
    consulting firm)


4. Whenever a customer comes in contact with your brand (logo, Web site,
    brochure, advertising, etc.)

     ① he or she forms an opinion about your company and

     ② if you don't define your brand, your customer will. Do you really
       want your customers defining you?
Marketing does not make a brand, you need a real brand 2
6. Remember that everything

    ① Your customers read, touch and experience

    ② They can either strengthen or weaken your brand.

7. Confusing messaging tells consumers

    ① that you don't understand who you are and

    ② that can quickly translate into a loss of brand loyalty.

8. "Only one competitor can be the cheapest. The others have to use branding. The
   stronger the brand, the greater the profit margin," (Martin Neumeier's "The Brand
   Gap”)
     It takes time to define your brand but the results are worth it.
Marketing does not make a brand, you need a real brand 2
6. Become a power brand.

    ① Create brand identity -- make your brand visible, memorable and
      sustainable .

    ② Build brand awareness -- increase how many of your ideal customers
      know who you are.

    ③ Build brand equity -- so that your customers know why your brand is
      worth paying more for.

7. The upside: Once you're there, it becomes nearly impossible to fall off. Brand
   loyalty is so ingrained in consumers' minds that switching takes more money
   than most companies can afford to spend.


8. Before you spend more money on marketing, ask yourself if you've invested
   enough in your brand.

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3 qs you need to ask about your brand

  • 1. Considering factors when positioning brand 1) Emphasizing differences 2) The frame of reference within which the brand works and 3) The features the brand shares with other products Asking three questions about your brand can help: 1) Have we established a frame?  A frame of reference signals to consumers the goal they can expect to achieve by using a brand. 2) Are we leveraging our points of parity?  Certain points of parity must be met if consumers are to perceive your product as a legitimate player within its frame of reference. 3) Are the points of difference compelling?  A distinguishing characteristic that consumers find both relevant and believable(trust and value) can become a strong, favorable, unique brand association, capable of distinguishing the brand from others in the same frame of reference.
  • 2. Have we established a frame of reference? ① The frame of reference signals to the customers the goal they can achieve through using the brand ② The frame of reference may change as the product goes through its lifestyle, and as new competitors enter the market ③ Example: Fed Ex as an overnight delivery service, then as a speed and dependable overnight service, now more focused on tracking capabilities (to compete with email and faxes that are often lost) Are we leveraging our points of parity? ① Think through the points of parity your brand needs to have with competitors if it is to be accepted ② New brands – normally points of parity are thought of new brands ③ Brand extensions can be dangerous – Is your point of differentiation go against the minimum requirements for the consumer to recognize you as a legitimate brand in this business? ④ Established brands – over time, points of differentiation becomes points of parity Are the points of difference compelling? Three types of difference: ① Brand performance – How does it meet the consumer’s functional needs based on intrinsic properties of the brand? Does the product do what it says? ② Brand imagery – when choices are based on experience, who uses the brand and under what circumstances? ③ Consumer insight associations – when imagery and performance is less attractive, show you know the customer
  • 3. Don’t: ① Build awareness before position ② Talk about what customers don’t care about ③ Invest in differences that are easily copied ④ Focus too much on the competition ⑤ Reposition unless absolutely needed Must make sure position is internally consistent at any point in time. ① “Ladder up”  First round describes concrete attributes, second round how those attributes change the users lifestyle, third round how better lifestyles lead to happiness ② “The big idea”  Identify the main idea and over time show a variety of attributes that imply the benefit
  • 4. Marketing does not make a brand, you need a real brand 1. "You have to know who you are before you can convince anyone of it." 2. "The brand is the nucleus of sales and marketing activities."(consultant Alina Wheeler) 3. "Products are created in the factory. Brands are created in the mind."(Walter Landor, president of Landor Associates, a San Francisco-based global brand consulting firm) 4. Whenever a customer comes in contact with your brand (logo, Web site, brochure, advertising, etc.) ① he or she forms an opinion about your company and ② if you don't define your brand, your customer will. Do you really want your customers defining you?
  • 5. Marketing does not make a brand, you need a real brand 2 6. Remember that everything ① Your customers read, touch and experience ② They can either strengthen or weaken your brand. 7. Confusing messaging tells consumers ① that you don't understand who you are and ② that can quickly translate into a loss of brand loyalty. 8. "Only one competitor can be the cheapest. The others have to use branding. The stronger the brand, the greater the profit margin," (Martin Neumeier's "The Brand Gap”)  It takes time to define your brand but the results are worth it.
  • 6. Marketing does not make a brand, you need a real brand 2 6. Become a power brand. ① Create brand identity -- make your brand visible, memorable and sustainable . ② Build brand awareness -- increase how many of your ideal customers know who you are. ③ Build brand equity -- so that your customers know why your brand is worth paying more for. 7. The upside: Once you're there, it becomes nearly impossible to fall off. Brand loyalty is so ingrained in consumers' minds that switching takes more money than most companies can afford to spend. 8. Before you spend more money on marketing, ask yourself if you've invested enough in your brand.