Crafting the brand positioning
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Positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. Brands differentiate themselves through their value propositions, slogans, and defining associations like points-of-difference and points-of-parity. Differentiation strategies include the product, channel, customer service, and brand image. Products go through distinct life cycle stages requiring different marketing strategies, such as improving quality and features to sustain rapid growth or modifying prices and distribution in maturity.
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Crafting the Brand Positioning (Kotler Keller)
This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
Crafting the brand positioning
This document discusses crafting an effective brand positioning strategy. It explains that positioning is defining a brand's place in the consumer's mind relative to competitors based on important attributes. Choosing the right positioning involves deciding where to place the brand, analyzing competitors, developing a value proposition, and defining points of parity and points of difference. An effective positioning strategy differentiates the brand in a way that is important, distinctive, superior, communicable, preemptive, affordable, and profitable for the company.
Crafting the Brand Positioning
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
crafting the brand Positioning
the ppt is on crafting the brand position in the market so as to occupy a distinctive image in the mind of the target consumers.
Crafting the brand positioning Kotler
Positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. Developing an effective positioning strategy requires determining the competitive frame of reference and differentiating the brand. The competitive frame includes category membership and points of parity and difference compared to closest competitors seeking similar customers. Crafting a brand mantra, differentiation strategies, and emotional branding can help connect with customers, but building brands is challenging for small businesses with limited resources.
Chapter 1 brands and brand management
This document provides an overview of branding and brand management. It defines what a brand is, explains the importance of brands, and how branding applies to many different types of products and services. The key points made include:
- A brand identifies and differentiates products and services from competitors.
- Brands are important because they simplify decisions for consumers, reduce risk, and set expectations.
- Branding can apply to physical goods, services, retailers, online offerings, organizations and more. Almost anything can be branded.
- Strong, well-known brands provide value and competitive advantage, but all brands face challenges like increased competition, savvy consumers, and changing media.
- Brand equity refers to the extra value added
Influence of Celebrity Endorsement on the Consumer’s Purchase Decision
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
Brand positioning part 2
Points of difference (PoDs) and points of parity (PoPs) are important concepts in developing a brand positioning. PoDs are attributes that customers strongly associate with a brand that they cannot find to the same extent with competitors. PoPs are attributes that are not necessarily unique but are shared with other brands, including category PoPs that are essential offerings and competitive PoPs that overcome weaknesses. Developing an effective positioning requires identifying optimal PoPs and PoDs based on three criteria for PoDs - deliverability, desirability, and differentiability. Perceptual maps can visually represent consumer perceptions and preferences for brands based on their PoPs and PoDs.
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Crafting the Brand Positioning (Kotler Keller)
This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
Crafting the brand positioning
This document discusses crafting an effective brand positioning strategy. It explains that positioning is defining a brand's place in the consumer's mind relative to competitors based on important attributes. Choosing the right positioning involves deciding where to place the brand, analyzing competitors, developing a value proposition, and defining points of parity and points of difference. An effective positioning strategy differentiates the brand in a way that is important, distinctive, superior, communicable, preemptive, affordable, and profitable for the company.
Crafting the Brand Positioning
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
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crafting the brand Positioning
the ppt is on crafting the brand position in the market so as to occupy a distinctive image in the mind of the target consumers.
Crafting the brand positioning Kotler
Positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. Developing an effective positioning strategy requires determining the competitive frame of reference and differentiating the brand. The competitive frame includes category membership and points of parity and difference compared to closest competitors seeking similar customers. Crafting a brand mantra, differentiation strategies, and emotional branding can help connect with customers, but building brands is challenging for small businesses with limited resources.
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This document provides an overview of branding and brand management. It defines what a brand is, explains the importance of brands, and how branding applies to many different types of products and services. The key points made include:
- A brand identifies and differentiates products and services from competitors.
- Brands are important because they simplify decisions for consumers, reduce risk, and set expectations.
- Branding can apply to physical goods, services, retailers, online offerings, organizations and more. Almost anything can be branded.
- Strong, well-known brands provide value and competitive advantage, but all brands face challenges like increased competition, savvy consumers, and changing media.
- Brand equity refers to the extra value added
Influence of Celebrity Endorsement on the Consumer’s Purchase Decision
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
Brand positioning part 2
Points of difference (PoDs) and points of parity (PoPs) are important concepts in developing a brand positioning. PoDs are attributes that customers strongly associate with a brand that they cannot find to the same extent with competitors. PoPs are attributes that are not necessarily unique but are shared with other brands, including category PoPs that are essential offerings and competitive PoPs that overcome weaknesses. Developing an effective positioning requires identifying optimal PoPs and PoDs based on three criteria for PoDs - deliverability, desirability, and differentiability. Perceptual maps can visually represent consumer perceptions and preferences for brands based on their PoPs and PoDs.
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2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
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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.
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Para comunicar asertivamente, necesitamos tener muy claro el territorio en el que nuestra marca actúa, es por eso que aquí se presentan algunos tips para definirla correctamente.
Basado en el blog de Fernando de la Rosa (Titonet).
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3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
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The document discusses key concepts from a marketing management textbook chapter on crafting brand positioning. It covers developing and communicating an effective positioning strategy, differentiating brands, and adapting marketing strategies to different stages of the product lifecycle and market evolution. Specifically, it defines positioning and provides examples. It also outlines differentiation strategies, the product lifecycle model, and how marketing programs should be modified in each stage.
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- 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.
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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.
Territorios de marca
Para comunicar asertivamente, necesitamos tener muy claro el territorio en el que nuestra marca actúa, es por eso que aquí se presentan algunos tips para definirla correctamente.
Basado en el blog de Fernando de la Rosa (Titonet).
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This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
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Chapter 14 - Developing Pricing Strategies and Programs
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Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
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3. How should a company adapt prices to meet varying circumstances and opport...
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2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
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Viewers also liked (16)
5. how should a company respond to a competitor’s price change
5. how should a company respond to a competitor’s price change
How should a company set prices initially for products or services?
How should a company set prices initially for products or services?
1. How do consumers process and evaluate prices? (Chapter 13) (Anurag Kar)
1. How do consumers process and evaluate prices? (Chapter 13) (Anurag Kar)
4. When should a company initiate a price change? (Chapter 13) (Anurag Kar)
4. When should a company initiate a price change? (Chapter 13) (Anurag Kar)
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled9...
How do marketers identify and analyze competition?
How do marketers identify and analyze competition?
What is the communication mix, and how should it be set?
What is the communication mix, and how should it be set?
What is communication mix and how should it be set
What is communication mix and how should it be set
3. How should a company adapt prices to meet varying circumstances and opport...
3. How should a company adapt prices to meet varying circumstances and opport...
What are the major steps in developing effective communication?
What are the major steps in developing effective communication?
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This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Effective positioning relies on points of differentiation (unique attributes) and points of parity (shared attributes) that are desirable to customers. The document also discusses adapting marketing strategies across the different stages of a product life cycle from emergence to growth, maturity, and decline.
MKt Mgmt Chap 10
The document discusses brand positioning and strategies across different stages of the product life cycle. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. Effective positioning relies on differentiating through value propositions or points of difference/parity associated with the brand. The document also discusses strategies for sustaining rapid growth, increasing sales in maturity stages, and adapting to market evolution stages from emergence to decline.
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This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Examples are given of positioning statements and how brands can differentiate themselves through points of difference and parity. The document also discusses how to convey a brand's category membership and ensure positioning claims are desirable, deliverable and address any negatively correlated attributes. It outlines strategies for product, personnel, channel and image differentiation and how marketing programs must be modified across a product's life cycle stages as the market evolves.
Chapter 10 crafting the brand positioning
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Brand positioning
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.
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- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
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A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
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The document discusses concepts related to positioning a brand in the market, including value propositions, differentiation strategies, and the product life cycle. It provides examples of value propositions from companies like Domino's and Volvo. It also outlines the characteristics, objectives, and strategies that are appropriate at different stages of the product life cycle, such as using heavy promotion to encourage trial in the introduction stage and reducing costs to maximize profits in maturity.
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The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
8835909 Positioning
The document discusses positioning strategies for companies and their products in the target market. It explains that positioning involves designing the company's offering and image to occupy a distinctive place in the minds of customers. Some key positioning strategies discussed include strengthening an existing position, grabbing an unoccupied position, de-positioning competitors, and creating an exclusive strategy. The document also covers positioning errors, possibilities based on attributes, benefits, uses, users, or competitors, and types of differentiation tools for products, services, personnel, channels, and image.
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This document discusses crafting an effective brand positioning strategy. It begins by explaining how firms can choose and communicate a positioning by developing a competitive frame of reference looking at points of difference and parity. It then discusses differentiation strategies and how positioning and marketing strategies should change across the product lifecycle stages and with market evolution. The key tasks covered are understanding effective positioning, differentiation, adapting to the product lifecycle, and implications of market changes.
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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.
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This document discusses marketing strategy concepts related to segmentation, targeting, positioning, and brand differentiation. It provides examples of positioning statements for various companies and products. The key points covered include defining positioning as designing an offering and image to occupy a distinctive place in customers' minds; identifying competitors and analyzing them; establishing points of parity and difference; and developing a brand mantra and positioning statement to communicate a brand's benefits in a simplified and inspiring way.
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- 1. Brand Positioning How can a firm choose and communicate an effective positioning in the market? How are brands differentiated? Do we need marketing strategies are appropriate at each stage of the product life cycle?
- 2. 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.
- 3. Value Propositions KFC More tender golden chicken at a moderate premium price Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
- 4. Slogans Roll up the Rim to Win Just do it Nothing runs like a Deere We try harder We’ll pick you up I’m lovin’ it Innovation at work This Bud’s for you Always low prices
- 5. Defining Associations Points-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 Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands
- 7. Product Differentiation Product form Features Performance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Maintenance
- 8. Claims of Product Life Cycles Products have a limited life Product sales pass through distinct stages each with different challenges and opportunities Profits rise and fall at different stages Products require different strategies in each life cycle stage
- 9. Strategies for Sustaining Rapid Market Growth Improve product quality, add new features, and improve styling Add new models and flanker products Enter new market segments Increase distribution coverage Shift from product-awareness advertising to product-preference advertising Lower prices to attract the next layer of price- sensitive buyers
- 10. Marketing Product Modifications Quality improvements Feature improvements Style improvements
- 11. Marketing Program Modifications Prices Distribution Advertising Sales promotion Services
- 12. Ways to Increase Sales Volume Convert nonusers Enter new market segments Attract competitors’ customers Have consumers use the product on more occasions Have consumers use more of the product on each occasion Have consumers use the product in new ways