Crafting the brand positioning
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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.
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The document discusses marketing mix strategies, focusing on product strategies. It defines the marketing mix as controllable variables including product, price, place, and promotion. For product strategies, it emphasizes that the product level should provide core, actual, and augmented benefits to customers. It provides examples of key product strategy considerations like product design, quality, features, branding, and how understanding customer benefits is essential to effective marketing.
Positioning
Positioning involves placing a brand in customers' minds in a way that occupies a distinctive place in the target market. It is defined as what is done to the mind of the customer rather than what is done to the product. Effective positioning differentiates a brand in a way that delivers a valued, distinctive, superior, preemptive, and affordable benefit to buyers. Principles of positioning include being first to market or creating a new category. Positioning errors can occur if a brand is under positioned, over positioned, confused, or doubtful in customers' minds. Strategies include positioning by attributes, benefits, use, competitors, product category, quality, price, or target market. Perceptual mapping involves understanding customers' ideal product
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Markman visual model chap 10 crafting the brand positioning
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Topic: Positioning | Course: Marketing Management | BBA 4th semester
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Crafting the brand positioning
- 1. Crafting the Brand Positioning
- 3. Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.
- 13. Stains
- 14. Perk
- 15. questions regarding the basic logic of this strategy.
- 16. market.
- 17. UK and Europe.
- 18. variants. Sugar Free has been trying exactly that.
- 19. Consumer Desirability Criteria Relevance Distinctiveness Believability
- 20. Deliverability Criteria for PODs Feasibility Communicability Sustainability
- 25. A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.