This document discusses brand positioning and how to establish effective positioning for a company's products or services. It explains that positioning involves designing the company's offering and image to occupy a distinctive place in customers' minds. Key aspects of positioning include defining points of parity and points of difference, choosing compelling differences to communicate, establishing category membership, and sustaining positioning over time. The document provides examples and guidelines for creating an optimal positioning strategy.

1. What is Positioning?Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. It is at the heart of marketing strategy.

2. Brand Positioning-CBBE MODELIssues in deciding on a positioning-Define competitive frame of referenceTarget marketNature of competitionDefine desired brand knowledge structuresPoints-of-parityNecessary-to be a legitimate and credible product offering within a certain category. Competitive- to negate competitor’s points of differences.Points-of-differencestrong, favorable, and unique brand associations

3. Value PropositionsScorpio, Mahindra and Mahindra A vehicle that provides the luxury and comfort of a car, and the adventure and thrills of an SUV Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

4. Defining AssociationsPoints-of-parity(POPs)Associations that are not necessarily unique to the brand but may be shared with other brandsPoints-of-difference (PODs)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

5. POSITIONING GUIDELINES2 key issues in arriving at the optimal competitive brand positioning-

6. Defining and communicating the competitive frame of reference-

7. Establish and convey category membership

8. Choosing and establishing points of parity and points of difference 11-6Establishing Category MembershipThis “four-in-one entertainment solution” from Konica failed to establish category membership. Straddle positioning worked however for BMW when it entered the US mkt in the 1980s-luxury+performance

9. Conveying Category MembershipAnnouncing category benefitsComparing to exemplarsRelying on the product descriptor-Vaseline Intensive care lotion

10. Identifying & Choosing POP’s & POD’sDesirability criteria (consumer perspective)Personally relevantDistinctive & superiorBelievable & credibleDeliverability criteria (firm perspective)Feasible ProfitablePre-emptive, defensible & difficult to attack

11. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 11-9Consumer Desirability Criteria for PODsRelevanceDistinctivenessBelievability

12. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 11-10Deliverability Criteria for PODsFeasibilityCommunicabilitySustainability

13. Examples of Negatively Correlated Attributes and BenefitsLow-price vs. High qualityTaste vs. Low caloriesNutritious vs. Good tastingEfficacious vs. MildPowerful vs. SafeStrong vs. RefinedUbiquitous vs. ExclusiveVaried vs. Simple

14. Addressing negatively correlated PODs and POPsPresent separately-e.g H&S campaign in Europe.Leverage equity of another entity-Miller Lite used former professional athletes who debated the merits of ‘great taste(POP) as opposed to ‘Less filling/light(POD)’. These ae negatively correlated benefits.Redefine the relationship-Apple launched the Macintosh with key POD-”user friendly”. Tag line used “ Power to be your best.”

15. Issues in Implementing Brand PositioningEstablishing Category MembershipIdentifying & Choosing POP’s & POD’sCommunicating & Establishing POP’s & POD’sSustaining & Evolving POD’s & POP’s

16. Major Challenges in PositioningFind compelling & impactful points-of-difference (MacMillan & McGrath, HBR, ‘97)How do people become aware of their need for your product and service?How do consumers find your offering?How do consumers make their final selection?How do consumers order and purchase your product or service?What happens when your product or service is delivered?How is your product installed?How is your product or service paid for?

17. Major Challenges in PositioningFind compelling & impactful points-of-difference (cont.) How is your product stored?How is your product moved around?What is the consumer really using your product for?What do consumers need help with when they use your product?What about returns or exchanges?How is your product repaired or serviced?What happens when your product is disposed of or no longer used?

18. Communicating & Establishing POP’s & POD’sCreate POP’s and POD’s in the face of attribute & benefit trade-offsPrice & qualityConvenience & qualityTaste & low caloriesEfficacy & mildnessPower & safetyUbiquity & prestigeComprehensiveness (variety) & simplicityStrength & refinement

19. Strategies to Reconcile Attribute & Benefit Trade-OffsEstablish separate marketing programsLeverage secondary association (e.g., co-brand)Re-define the relationship from negative to positive

20. Sustaining & EvolvingPOP’s & POD’sCore Brand Values & Core Brand PropositionThese piontout the importance of internal branding-making sure that members of the organization are properly aligned with the brand and what it represents.

21. Core Brand ValuesSet of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand. Relate to points-of-parity and points-of-differenceMental Map  Core Brand Values  Brand Mantra

22. Brand MantrasA brand mantra is an articulation of the “heart and soul” of the brand.Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values. NikeAuthentic Athletic PerformanceDisneyFun Family Entertainment