This document discusses brand positioning and provides guidelines for effective brand positioning. It covers the following key points:
1. Brand positioning involves designing the brand's offer and image to occupy a distinct place in customers' minds. It requires understanding customers, competitors, and how the brand is similar or different.
2. Effective positioning chooses points-of-parity (shared attributes) and points-of-difference (unique attributes) versus competitors. It also clearly defines the competitive frame of reference.
3. A brand audit examines a brand's health, equity sources, and ways to improve equity. It assesses brand elements, programs, perceptions, and provides recommendations.
This document discusses key concepts related to brand equity, brand positioning, and product life cycles. It defines brand equity as the added value provided to products and services by a brand, in terms of how consumers think and act towards the brand. Brand positioning is developing a specific place for a brand in consumers' minds within a target market. The document outlines steps to positioning a brand, including defining category membership and choosing points of parity and difference. It also discusses strategies for different stages of a product life cycle, such as introducing, growing, sustaining, and declining products.
The document discusses brand positioning strategies. It explains that positioning involves creating a distinct place for a brand in the target customer's mind that considers the brand's strengths/weaknesses and competitors. Successful positioning occupies an uncontested position and provides a reason for customers to choose the brand. The 3Cs of positioning are discussed - the target customer, target competition to identify unique positions, and the brand's value proposition. Frames of reference and points of parity/difference are also important aspects of competitive positioning. Overall brand positioning strategies aim to build differentiation and provide customers a unique reason to choose the brand.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
This document discusses brand differentiation and positioning. It outlines a 7-step brand positioning process: 1) identify competitors, 2) determine attributes, 3) collect customer perceptions, 4) analyze positions, 5) determine preferred attributes, 6) consider segment fit, 7) create a positioning statement. Positioning seeks to create physical and perceptual differences to appeal to customers. Both physical and perceptual attributes should be considered. The goal is to establish a unique position to build brand equity.
The document discusses market positioning in marketing. It defines positioning as creating a distinct image for a brand or product in customers' minds compared to competitors. There are three types of positioning: functional based on benefits, symbolic based on brand image/identity, and experiential based on customer experiences. Key elements of a positioning strategy include product features, benefits, use categories, occasions, and competitive comparisons. Common pitfalls are under positioning with insufficient information, over positioning with a narrow image, confused positioning from frequent changes, and doubtful positioning if claims don't match price or features. Benefits of effective positioning include a strong competitive position, improved sales by defining the target market, and more effective marketing decisions and customer connections.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
This document discusses brand positioning and provides guidelines for effective brand positioning. It covers the following key points:
1. Brand positioning involves designing the brand's offer and image to occupy a distinct place in customers' minds. It requires understanding customers, competitors, and how the brand is similar or different.
2. Effective positioning chooses points-of-parity (shared attributes) and points-of-difference (unique attributes) versus competitors. It also clearly defines the competitive frame of reference.
3. A brand audit examines a brand's health, equity sources, and ways to improve equity. It assesses brand elements, programs, perceptions, and provides recommendations.
This document discusses key concepts related to brand equity, brand positioning, and product life cycles. It defines brand equity as the added value provided to products and services by a brand, in terms of how consumers think and act towards the brand. Brand positioning is developing a specific place for a brand in consumers' minds within a target market. The document outlines steps to positioning a brand, including defining category membership and choosing points of parity and difference. It also discusses strategies for different stages of a product life cycle, such as introducing, growing, sustaining, and declining products.
The document discusses brand positioning strategies. It explains that positioning involves creating a distinct place for a brand in the target customer's mind that considers the brand's strengths/weaknesses and competitors. Successful positioning occupies an uncontested position and provides a reason for customers to choose the brand. The 3Cs of positioning are discussed - the target customer, target competition to identify unique positions, and the brand's value proposition. Frames of reference and points of parity/difference are also important aspects of competitive positioning. Overall brand positioning strategies aim to build differentiation and provide customers a unique reason to choose the brand.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
This document discusses brand differentiation and positioning. It outlines a 7-step brand positioning process: 1) identify competitors, 2) determine attributes, 3) collect customer perceptions, 4) analyze positions, 5) determine preferred attributes, 6) consider segment fit, 7) create a positioning statement. Positioning seeks to create physical and perceptual differences to appeal to customers. Both physical and perceptual attributes should be considered. The goal is to establish a unique position to build brand equity.
The document discusses market positioning in marketing. It defines positioning as creating a distinct image for a brand or product in customers' minds compared to competitors. There are three types of positioning: functional based on benefits, symbolic based on brand image/identity, and experiential based on customer experiences. Key elements of a positioning strategy include product features, benefits, use categories, occasions, and competitive comparisons. Common pitfalls are under positioning with insufficient information, over positioning with a narrow image, confused positioning from frequent changes, and doubtful positioning if claims don't match price or features. Benefits of effective positioning include a strong competitive position, improved sales by defining the target market, and more effective marketing decisions and customer connections.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
Three marketing students submitted a document on brand evaluation and patronage intentions to their professor. The document defined brands and discussed brand types, objectives of brand evaluation, and methodologies for evaluating brands. It also covered topics like motives for consumer buying and store patronage, including emotional and rational motives. Measures for evaluating concepts like perceived merchandise, value, and store patronage intentions were provided.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
Brand positioning involves emphasizing the distinguishing characteristics of a brand that make it appealing to consumers and different from competitors. It specifies how a brand's products will penetrate the market to grow market share. Developing an effective brand position involves defining the target market, relevant competitive categories, a unique point of difference valued by consumers, and messaging that communicates this difference. Choosing the right point of difference is key - it must distinguish the brand in a way that motivates customers.
The document contains 10 multiple choice questions about key concepts from Chapter 10 on crafting brand positioning. The questions cover topics such as points of difference, competitive advantage, differentiation strategies, category membership, product life cycles, and examples of product and personnel differentiation.
This document discusses branding and positioning strategies. It defines what a brand is and lists common brand elements. It then defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. The document outlines various positioning strategies such as quality, value/price, benefit, demographic, competitor, and cultural symbol positioning. It provides examples of each and discusses how to identify differentiating factors and communicate the brand's values. Overall, the document provides an overview of common branding and positioning concepts, tactics, and best practices.
1. The document discusses brand positioning strategies, which involve designing a company's offering and image to occupy a distinctive place in the target market's mind. This helps guide marketing by clarifying the brand's essence and how it uniquely helps consumers.
2. Key aspects of positioning include identifying optimal points of difference that differentiate the brand from competitors, as well as necessary points of parity. A brand mantra is created to inspire employees and engage consumers.
3. Alternative approaches to positioning discussed are using brand narratives and storytelling, brand journalism, and cultural branding to build an iconic leadership brand through cultural knowledge.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
Brand Management, Brand, terms use in brand management, marketing, strategies, new challenges, new strategies, 2022 marketing strategies and Pharmaceutical Marketing etc.
This document discusses developing an effective brand positioning strategy. It explains that firms must differentiate their brands to occupy a distinctive place in the target market's mind. Effective positioning requires understanding consumer needs and competition. A firm identifies consumer segments, targets a segment it can satisfy, and positions its offering for that target. Good positioning clarifies a brand's essence, benefits, and uniqueness. It also identifies important points-of-parity and points-of-difference versus competitors. Finally, a brand mantra captures the brand's core essence in 3-5 words to guide marketing decisions.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
This document summarizes a marketing presentation about creating brand equity and crafting brand positioning. It discusses key concepts like brand equity, customer-based brand equity, building brand equity through identity, meaning, response and relationships. It also covers choosing memorable, meaningful, likable, transferable, adaptable and protectable brand elements. Other topics include internal branding, the brand value chain, and crafting brand positioning by identifying points of parity and points of difference compared to competitors. Examples are provided for Lifebuoy and Sandalina Sandal Soap brands.
This document discusses brand positioning. It defines brand positioning as ensuring all brand activity aims to attract a target consumer by focusing on the brand's benefits over competitors. The document outlines the steps to develop an effective brand positioning strategy, including determining the current positioning, identifying competitors, understanding competitor positioning, identifying uniqueness, developing a positioning statement, and testing. It also provides criteria for evaluating a positioning strategy and characteristics of a good strategy such as being relevant, clear, unique, and customer-validated. Finally, it discusses types of positioning strategies such as lifestyle, problem-solver, parent brand, product-specific, and feature-specific positioning.
Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
The document discusses how consumers evaluate brand extensions and the factors that determine success. It outlines four assumptions about how consumers perceive brand extensions and the parent brand. It also describes three factors that create extension equity: salience of parent brand associations, favorability of inferred associations, and uniqueness of inferred associations compared to competitors. Finally, it provides guidelines for evaluating brand extension opportunities, designing marketing programs, and ensuring successful extensions through creating points of parity and difference for both the extension and parent brand.
Three marketing students submitted a document on brand evaluation and patronage intentions to their professor. The document defined brands and discussed brand types, objectives of brand evaluation, and methodologies for evaluating brands. It also covered topics like motives for consumer buying and store patronage, including emotional and rational motives. Measures for evaluating concepts like perceived merchandise, value, and store patronage intentions were provided.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
Brand positioning involves emphasizing the distinguishing characteristics of a brand that make it appealing to consumers and different from competitors. It specifies how a brand's products will penetrate the market to grow market share. Developing an effective brand position involves defining the target market, relevant competitive categories, a unique point of difference valued by consumers, and messaging that communicates this difference. Choosing the right point of difference is key - it must distinguish the brand in a way that motivates customers.
The document contains 10 multiple choice questions about key concepts from Chapter 10 on crafting brand positioning. The questions cover topics such as points of difference, competitive advantage, differentiation strategies, category membership, product life cycles, and examples of product and personnel differentiation.
This document discusses branding and positioning strategies. It defines what a brand is and lists common brand elements. It then defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. The document outlines various positioning strategies such as quality, value/price, benefit, demographic, competitor, and cultural symbol positioning. It provides examples of each and discusses how to identify differentiating factors and communicate the brand's values. Overall, the document provides an overview of common branding and positioning concepts, tactics, and best practices.
1. The document discusses brand positioning strategies, which involve designing a company's offering and image to occupy a distinctive place in the target market's mind. This helps guide marketing by clarifying the brand's essence and how it uniquely helps consumers.
2. Key aspects of positioning include identifying optimal points of difference that differentiate the brand from competitors, as well as necessary points of parity. A brand mantra is created to inspire employees and engage consumers.
3. Alternative approaches to positioning discussed are using brand narratives and storytelling, brand journalism, and cultural branding to build an iconic leadership brand through cultural knowledge.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
Brand Management, Brand, terms use in brand management, marketing, strategies, new challenges, new strategies, 2022 marketing strategies and Pharmaceutical Marketing etc.
This document discusses developing an effective brand positioning strategy. It explains that firms must differentiate their brands to occupy a distinctive place in the target market's mind. Effective positioning requires understanding consumer needs and competition. A firm identifies consumer segments, targets a segment it can satisfy, and positions its offering for that target. Good positioning clarifies a brand's essence, benefits, and uniqueness. It also identifies important points-of-parity and points-of-difference versus competitors. Finally, a brand mantra captures the brand's core essence in 3-5 words to guide marketing decisions.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
This document summarizes a marketing presentation about creating brand equity and crafting brand positioning. It discusses key concepts like brand equity, customer-based brand equity, building brand equity through identity, meaning, response and relationships. It also covers choosing memorable, meaningful, likable, transferable, adaptable and protectable brand elements. Other topics include internal branding, the brand value chain, and crafting brand positioning by identifying points of parity and points of difference compared to competitors. Examples are provided for Lifebuoy and Sandalina Sandal Soap brands.
This document discusses brand positioning. It defines brand positioning as ensuring all brand activity aims to attract a target consumer by focusing on the brand's benefits over competitors. The document outlines the steps to develop an effective brand positioning strategy, including determining the current positioning, identifying competitors, understanding competitor positioning, identifying uniqueness, developing a positioning statement, and testing. It also provides criteria for evaluating a positioning strategy and characteristics of a good strategy such as being relevant, clear, unique, and customer-validated. Finally, it discusses types of positioning strategies such as lifestyle, problem-solver, parent brand, product-specific, and feature-specific positioning.
Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
The document discusses how consumers evaluate brand extensions and the factors that determine success. It outlines four assumptions about how consumers perceive brand extensions and the parent brand. It also describes three factors that create extension equity: salience of parent brand associations, favorability of inferred associations, and uniqueness of inferred associations compared to competitors. Finally, it provides guidelines for evaluating brand extension opportunities, designing marketing programs, and ensuring successful extensions through creating points of parity and difference for both the extension and parent brand.
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3. Identifying & Establishing Brand Positioning:
Basic Concepts
• Brand Positioning is at the heart of Marketing Strategy.
– It is the “act of designing the company’s offer and image so
that it occupies a distinct and valued place in the target
customer’s minds”.
• According to CBBE Model, deciding on positioning requires
determining a Frame of Reference.
• In other words, Marketers need to know;
1. Who the target consumer is (Target Market)
2. Who the main competitors are (Nature of Competition)
3. How the brand is similar to these competitors (point of parity)
4. How the brand is different from them (point of difference)
4. Identifying & Establishing Brand Positioning:
Basic Concepts
• Target Market: Identifying the consumer target is important
because different consumers may have different brand
knowledge structures and thus different perceptions and
preferences for the brand.
– A Market is the set of all actual and potential buyers who
have sufficient interest in, income for, and access to a
product.
5. Identifying & Establishing Brand Positioning:
Basic Concepts
• Market Segmentation: It divides the market into distinct groups
of homogeneous consumers who have similar needs and
consumer behavior, and who thus require similar marketing
mixes.
– Figure 3-1 and 3-2 display some possible segmentation bases
for consumer and industrial markets, respectively.
6. Identifying & Establishing Brand Positioning:
Basic Concepts
• Market Segmentation: Cont’d
Take the example of Toothpaste market, Four main segments are
uncovered;
1. The Sensory Segment: Seeking flavor and product appearance
2. The Sociables: Seeking brightness of teeth
3. The Worriers: Seeking Decay prevention
4. The Independent Segment: Seeking Low price
8. Identifying & Establishing Brand Positioning:
Basic Concepts
Criteria For Segmentation:
• Identifiability: Can we easily identify the segment?
• Size: Is there adequate sales potential in the segment?
• Accessibility: Are specialized distribution outlets and
communication media available to reach the segment?
• Responsiveness: How favorably will the segment respond to a
tailored marketing program?
9. Identifying & Establishing Brand Positioning:
Basic Concepts
Nature of Competition:
• Deciding to target a certain type of consumer often defines the
nature of competition, because other firms have also decided to
target that segment in the past or plan to do so in the future.
• Do not define competition too narrowly;
– Example: a luxury good with a strong hedonic benefit like stereo
equipment may compete as much with a vacation as with other durable
goods like furniture
• Recognizing the nature of different levels of competition has
important implications for the desired Brand Associations.
10. Identifying & Establishing Brand Positioning:
Basic Concepts
Points of Parity and Points of Difference:
• Arriving at the proper positioning requires establishing the
correct points of difference and points of parity associations.
• Points-of-difference Associations (PODs) are attributes or
benefits that consumers strongly associate with a brand,
positively evaluate, and believe that they could not find to the
same extent with a competitive brand.
• Points-of-parity Associations (POPs), on the other hand, are not
necessarily unique to the brand but may in fact be shared with
other brands.
11. Identifying & Establishing Brand Positioning:
Basic Concepts
Points of Parity Vs Points of Difference:
• For the brand to achieve a point of parity on a particular
attribute or benefit, a sufficient number of customers must
believe that brand is “good enough” on that dimension.
– There is a “zone” or “range of tolerance or acceptance” with
POPs.
• Points of Parity are thus easier to achieve than points of
difference, where the brand must demonstrate clear superiority.
12. Positioning Guidelines:
• Two key issues in arriving at the optimal competitive brand
positioning are:
1. Defining and Communicating the competitive frame of
reference
2. Choosing and Establishing Points-of-Parity and Points-of-
Difference
13. Positioning Guidelines:
1. Defining & Communicating the Competitive Frame of Reference
• Defining a Competitive Frame of Reference for a Brand
Positioning is to determine category membership.
– With which products or sets of products does the Brand
compete?
• Choosing to compete in different categories often result in
different Competitive Frames of Reference and thus different
POPs and PODs.
• The Product’s Category Membership tells consumer about the
goals they might achieve by using a product or service.
14. Positioning Guidelines:
1. Defining & Communicating the Competitive Frame of Reference
• In many situations it is important to inform consumers of a
Brand’s Category Membership.
• The preferred approach to Positioning is to inform consumers of
a Brand’s membership before stating its point of difference in
relation to other category members.
– Presumably, consumers need to know what a product is and
what function it serves before they can decide whether it
dominates the Brands against which it competes.
15. Positioning Guidelines:
1. Defining & Communicating the Competitive Frame of Reference
• There are Three main ways to convey a Brand’s Category
Membership:
1. Communicating category benefits
2. Comparing to exemplars
3. Relying on the product descriptor
• A sound positioning strategy requires marketers to specify not
only the Category but also how the Brand dominates other
members of its category.
• Thus, developing compelling Points of Difference is thus critical
to effective brand positioning.
16. Positioning Guidelines:
1. Defining & Communicating the Competitive Frame of Reference
Choosing Points of Difference:
•The Two most important considerations in choosing PODs are
that;
1. Consumers find the PODs Desirable, and
2. They believe the firm has the capabilities to Deliver on it.
•Desirability Criteria (Consumer Perspective): Three key
criteria,
1. Personally relevant
2. Distinctive and superior
3. Believable and credible
17. Positioning Guidelines:
1. Defining & Communicating the Competitive Frame of Reference
Choosing Points of Difference: Cont’d
•Deliverability Criteria (Firm Perspective) Three Key
criteria,
– Feasibility
– Communicability
– Sustainability – Pre-emptive, defensible, and
difficult to attack
18. Positioning Guidelines:
2. Establishing POP and POD
• One challenge for marketers is that many of the Attributes or Benefits that
make up the POPs or PODs are Negatively Correlated (e.g.
inexpensive/highest quality)
• Figure 3-4 displays some other examples of negatively correlated Attributes
and Benefits.
• Several ways exists to address the problem of negatively correlated POPs and
PODs.
20. Positioning Guidelines:
2. Establishing POP and POD
• The Following Three approaches are listed in increasing order of effectiveness
– but also increasing order of difficulty.
1. Separate the Attributes:
– An expensive but sometimes effective approach is to launch Two different
marketing campaigns, each to develop a different brand attribute or
benefit (E.g. Head & Shoulders – Antidandruff / appearance and beauty
of hair)
2. Leverage Equity of Another Entity: The brand “borrowed” or leveraged the
equity of well-known and well-liked celebrities to lend credibility to one of the
negatively correlated benefits.
– Brands can link themselves to any kind of entity that possesses the right
kind of equity – a person, other brand, event, and so forth – as means to
establish an attribute or benefit as a POP or POD.
21. Positioning Guidelines:
2. Establishing POP and POD
3. Redefine the Relationship:
– A potentially powerful but often difficult way to address the negative
relationship between Attributes and Benefits in the minds of consumers is
to convince them that in fact the relationship is positive.
– Marketers can achieve this by providing consumers a different
perspective and suggesting that they may be overlooking or ignoring
certain factors or other consideration.
– Although difficult to achieve, such a strategy can be powerful because the
two associations can become mutually reinforcing.
22. Positioning Guidelines:
Updating Positioning Over Time
• With established brands, competitive forces often dictate shifts in positioning
over time.
• Updating positioning raises Two main issues;
1. The first is how to deepen the meaning of the brand to tap into core Brand
Associations or other, more abstract considerations – Laddering
2. The second is how to respond to competitive challenges that threaten an
existing positioning – Reacting
• Laddering – Although identifying PODs to determine competition on benefits
that are important to consumers provides a sound way to build an initial
position, once the target market attains a basic understanding of how the
brand relates to alternatives in the same category, it may be necessary to
deepen the meanings associated with the brand positioning.
23. Positioning Guidelines:
Updating Positioning Over Time
• Laddering thus progresses from Attributes to Benefits to more Abstract
Values or Motivations.
• Reacting – When a competitor challenges an existing POD or attempts to
overcome a POP, there are essentially Three main options for a target Brand,
1. Do nothing
2. Go on the Defensive
3. Go on the Offensive
– A Brand Audit can help marketers to assess the severity of the
competitive threat and the appropriate competitive stance.
24. Defining & Establishing Brand Mantras
• As brands evolve and expand across categories, marketers will want to define
a set of Core Brand Associations to capture important dimensions of the
Brand meaning and what the Brand represents.
• They may also synthesize the core brand associations to a core brand promise
or brand mantra that reflects the essential “Heart and Soul” of the brand.
• We will talk about both Core Brand Associations and Brand Mantras next.
25. Defining & Establishing Brand Mantras:
Core Brand Associations
• Core Brand Associations are those Abstract associations (attributes &
benefits) that characterize 5 to 10 most important aspects or dimensions of a
brand.
• They can serve as the basis of Brand positioning in terms of how they create
points of parity and points of difference.
• How do marketers identify Core Brand Associations?
• The First step in this structured process is to ask consumers to create a
detailed mental map of the Brand.
– A Mental Map actually portrays in detail all salient Brand Associations and
responses for a particular target market.
– One of the simplest means to get consumers to create a mental map is to ask them
for their top-of-mind brand associations (when you think of this brand, what
comes to mind?)
26. Defining & Establishing Brand Mantras:
Core Brand Associations
• Figure 3-5 displays a hypothetical mental map and core brand association for
MTV.
3-5a: Mental Map 3-5b: MTV Core Brand Association
27. Defining & Establishing Brand Mantras:
Core Brand Associations
• How do marketers identify Core Brand Associations? – Cont’d
• Next, marketers group Brand Associations into related categories with descriptive
labels.
– The challenges is to include all relevant associations while making sure each is as
distinct as possible
– Figure 3-5 displays a hypothetical mental map and Core Brand Associations for
MTV.
28. Defining & Establishing Brand Mantras:
Brand Mantras
• To find out even more about what a Brand represents, marketers will often
define a Brand Mantra.
• Brand Mantra is an articulation of the “heart and soul” of the brand, a short,
three-to-five word phrase that captures the irrefutable essence or spirit of the
brand positioning.
• It’s similar to “Brand Essence” or “Core Brand Promise”, and its purpose is
to ensure that all employees and external marketing partners understand
what the brand most fundamentally is to represent to consumers, so they can
adjust their actions accordingly.
• Brand Mantras can provide guidance about what products to introduce under
the brand, what ad campaigns to run, and where and how the brand should
be sold.
• Brand Mantras help the brand present a consistent image.
29. Defining & Establishing Brand Mantras:
Designing A Brand Mantra
• What makes a Brand Mantra? --- Two high-profile and successful examples
of Brand Mantras come from two powerful brands, Nike and Disney. (see
Branding Brief 3-6 and 3-7)
• Both examples are essentially structured the same way, with Three terms, as
follows,
1. The term Brand Function describes the nature of the product or service or the
type of experience or benefits the brand provides
2. The Descriptive Modifier further clarifies its nature.
3. The Emotional Modifier provides another qualifier—how exactly does the brand
provide benefits, and in what way?
30. Defining & Establishing Brand Mantras:
Designing A Brand Mantra
• Brand Mantras don’t necessarily have to follow this exact structure, but they
should clearly delineate what the brand is supposed to represent and
therefore, at least implicitly, what it is not.
• Several additional points are worth noting;
– First, Brand Mantras derive their power and usefulness from their
collective meaning. For brand mantras to be effective, no other brand
should singularly excel on all dimensions.
– Second, Brand Mantras typically are designed to capture the Brand’s
Point of Difference, that is, what is unique about the Brand.
– Finally, for brands facing rapid growth, a brand functions term can
provide critical guidance as to appropriate and inappropriate categories
into which to extend.
31. Defining & Establishing Brand Mantras:
Implementing a Brand Mantra
• Brand Mantras should be developed at the same time as the Brand
Positioning.
• As we have seen, brand positioning typically is a result of an in-depth
examination of the brand through some forms of Brand Audit or other
activities.
• Brand Mantras may be benefit from the learning gained from these activities
but, at the same time, require more internal examination and involve input
from a wide range of company employees and marketing staff.
• Marketers can often summarize the brand positioning in a few sentences or a
short paragraph that suggests the ideal Core Brand Associations consumers
should hold.
32. Internal Branding
• Internal Branding is, making sure that members of the organization are
properly aligned with the brand and what it represents.
• It is particularly important for Service companies.
• It is critical that all employees have an up-to-date and deep understanding of
the brand.
• Companies need to engage in continual open dialogue with their employees.
• Branding should be perceived as participatory.
• In some case, internal branding can both motivate employees and attract
external customers.