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Chapter 8-10 (Kotler Marketing Management)
The document discusses how to craft an effective brand positioning strategy. It explains that brands must find their points of difference from competitors to stand out while also identifying points of parity. An effective brand mantra and emotional/cultural branding can help a company gain competitive advantage. The document provides an outline of topics for crafting a brand positioning such as industry context, different frames of reference, and leveraging means of differentiation.
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Chapter 8-10 (Kotler Marketing Management)
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- 2. www. facebook.com/v65ASMPHMarkma • Chapter8 – WHO: Identifying Markets • Chapter 9 – HOW: Creating Brand Equity • Chapter 10 – WHAT: Crafting the Brand Positioning Outline
- 3. www. facebook.com/v65ASMPHMarkma WHO toConnect: Identifying Market Segments and Targets Chapter 8…
- 4. www. facebook.com/v65ASMPHMarkma Why Segmentthe Market:
- 5. www. facebook.com/v65ASMPHMarkma • MarketSegmentation: – Process of dividing the market into subgroups of similar customers • Market segments – Large, identifiable groups within a market – Group of customers who share a similar set of needs and wants • Target Market – Subgroup of people that presents the greatest Opportunity for targeting Definition of Terms
- 6. www. facebook.com/v65ASMPHMarkma Bases forSegmenting Consumer Markets • Consumer Characteristics • Consumer Responses • Geographic • Demographic • Psychographic • Behavioral Response – Benefits – Usage – Brands
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- 10. www. facebook.com/v65ASMPHMarkma “One Offer,Whole Market” Undifferentiated Markets
- 11. www. facebook.com/v65ASMPHMarkma “Different Products,Different Segments” Differentiated
- 12. www. facebook.com/v65ASMPHMarkma What toconnect with: Creating Brand Equity CO & ESTEBAN 2017, ASMPH Chapter 9
- 13. www. facebook.com/v65ASMPHMarkma Outline 1. Brand:Definition 2. Brand: Roles 3. Brand Equity 4. Brand Asset Valuator 5. Brand Resonance Model 6. Brand Elements 7. Brand Elements Choice Criteria: Brand Building 8. Brand Elements Choice Criteria: Defending 9. Leveraging Secondary Information 10.Brand Reinforements 11.Brand Extensions 12.Brand Portfolios
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- 15. www. facebook.com/v65ASMPHMarkma Concept 2 TheRole of Brands 1. Identifies the maker 2. Legal protection 3. Quality control
- 16. www. facebook.com/v65ASMPHMarkma Concept 3 BrandEquity ADDED VALUE
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- 19. www. facebook.com/v65ASMPHMarkma Concept 5 BrandAsset Valuator
- 20. www. facebook.com/v65ASMPHMarkma Concept 5 BrandAsset Valuator
- 21. www. facebook.com/v65ASMPHMarkma Concept 6 BrandResonance Model
- 22. www. facebook.com/v65ASMPHMarkma Concept 6 BrandResonance Model
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- 24. www. facebook.com/v65ASMPHMarkma MEMORABLE MEANINGFUL LIKABLE Concept 8 BrandElements Choice Criteria: Brand Building
- 25. www. facebook.com/v65ASMPHMarkma Concept 9 BrandElements Choice Criteria: Defensive
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- 27. www. facebook.com/v65ASMPHMarkma Concept 11 LeveragingSecondary Information Linking
- 28. www. facebook.com/v65ASMPHMarkma Concept 12 BrandReinforcement A brand needs to be carefully managed so its VALUE DOES NOT DEPRECIATE. Conveying the brand’s meaning in terms of (1) products it represents, what core benefits it supplies, and what needs it satisfies (2) how the brand makes products superior should exist in consumers’ minds.
- 29. www. facebook.com/v65ASMPHMarkma Concept 13 BrandExtensions NEW PRODUCTS under their STRONGEST BRAND NAMES.
- 30. www. facebook.com/v65ASMPHMarkma Concept 14 BrandPortfolios Flankers Low-end Entry-level High-end Prestige Cash Cows
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- 32. www. facebook.com/v65ASMPHMarkma HOW TOCONNECT? CRAFTING THE BRAND POSITIONING Lim, Josephine Alexandra Oracion, Vince Adrian Chapter 10
- 33. www. facebook.com/v65ASMPHMarkma Outline: “No companycan win if its products & services resemble every other”
- 34. www. facebook.com/v65ASMPHMarkma Outline: • Positioning •Industry • Points of Differences & Parity • Brand Mantra • Competitive Advantage • Emotional & Cultural Branding
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- 36. www. facebook.com/v65ASMPHMarkma “No companycan win if its products and services resemble every other” Brand Mantra Points of Parity Points of Difference
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- 43. www. facebook.com/v65ASMPHMarkma • Bedifferent – that special something! • Credo • The playing field • What else are we known for • What makes us similar & unique • Standing out – what and how? • Create a buzz! Tap feelings and society! SUMMARY
- 44. www. facebook.com/v65ASMPHMarkma HOW TOCONNECT? CRAFTING THE BRAND POSITIONING Lim, Josephine Alexandra Oracion, Vince Adrian Chapter 10
Editor's Notes
- #5 We understand the consumers more Limited Resources You can’t please everyone
- #6Â Companies cannot connect with all customers in large, broad, or diverse Identify which market segments it can serve effectively
- #8Â Age Life Stage Gender Income Generation Race and Culture Psychographic Personalities: self-confidence, energy, intellectualism, self-seeking, impulsiveness Motivations: Ideals, achievement, Self-expression
- #9Â Behavioural Decision Roles User and Usage Attitude
- #15Â Is a NAME, TERM, SIGN, SYMBOL, DESIGN, or some combination of these elements, INTENDED TO IDENTIFY THE GOODS AND SERVICES of one seller to DIFFERENTIATE them from those of competitors
- #16Â IDENTIFY THE SOURCE OR MAKER OF A PRODUCT and allow customers to ASSIGN RESPONSIBILITY OF ITS PERFORMANCE to a manufacturer or distributor Offers LEGAL PROTECTION for UNIQUE FEATURES OR ASPECTS of the product A credible brand signals a LEVEL OF QUALITY so that satisfied clients CAN EASILY BUY the product again
- #17Â added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.
- #18Â added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.
- #25 MEMORABLE – do consumers recall and recognize brand element? MEANINGFUL – is the brand element credible? LIKABLE – how aesthetically appealing is the brand element?
- #26 TRANSFERABLE – can the brand element introduce new products in the same or different categories? ADAPTABLE PROTECTABLE –Names that are synonymous with product categories should retain their trademark rights and not become generic
- #28Â Create brand memory by linking the brand to other information in memory that conveys meaning to consumers
- #30Â Introducing a host of NEW PRODUCTS under their STRONGEST BRAND NAMES.
- #37 BRAND MANTRA: articulation of the heart and soul of the brand and is closely related to other branding concepts like “brand essence” and “core brand promise
- #39 Def’n: articulation of the heart and soul of the brand and is closely related to other branding concepts like “brand essence” and “core brand promise.
- #42Â Employee differentiation GE, Pfizer, Cisco: better trained employees Channel differentiation Dayton (pet food): besides supermarket, sell also through vegetarians, breeders, and pet stores Image differentiation Marlboro: macho cowboy Service differentiation Jollibee: fast and cheap