The document discusses how to craft an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in a target market's mind. A good strategy identifies competitors, analyzes their strengths and weaknesses, and determines the brand's points of parity (shared associations) and points of difference (unique attributes). An effective brand mantra or slogan articulates the brand's heart and soul in 3-5 words. The document uses Coca-Cola as an example, noting its differentiation in taste profile and optimistic view of life while sharing refreshment and contemporary qualities with rivals. It stresses the importance of being different and unique for brands.

1. Crafting the Brand Positioning
How can you make your product stand out?
Belinda B. Ella
February 6, 2014

2. Positioning
act of designing the company’s offering and
image to occupy a distinctive place in the mind
of the target market.

3. Positioning Strategy

4. Competitive Frame of Reference
• Identify competitors
• Analyze competitors

5. Points of Parity
(POPs)
Points of
Difference
(PODs)
• Associations that may
be shared with other
brands
• Attributes or benefits
unique to a certain
brand

6. Brand Mantra
• Articulation of the heart and soul of the brand
• Short three- to five- word phrases

7. Coca-Cola Positioning
• Competitive frame of reference
– Colas?
– Non-alcoholic?
• Points of difference
– Distinctive taste profile
– Optimistic view of life
– Classic, iconic symbolism & imagery

8. Coca-Cola Positioning
• Points of parity
– Contemporary, up-to-date
– Refreshing flavor
• Brand slogan
– “Coke Side of Life”

9. Be DIFFERENT.
Be UNIQUE.

10. Be DIFFERENT.
Be UNIQUE.