develop and establish an effective positioning in the market
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How can a firm develop and establish an effective positioning in the market
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
How can a firm develop and establish an effective positioning in the market
This document discusses developing a strong brand positioning by creating a customer-focused value proposition that competes effectively against other brands and makes the brand's superior qualities clear to consumers. It emphasizes establishing a positioning by defining what the brand offers and why it is a better choice than competitors.
How can a firm develop and establish an effective positioning in the market
Positioning is designing a company's offering and image to occupy a distinctive place in the minds of consumers. It aims to locate the brand to maximize benefit. To develop positioning, a company must determine competitors by identifying substitutes and firms satisfying the same customer needs. It must then identify unique attributes (points-of-difference) and shared attributes (points-of-parity) to define its association. Finally, it creates a brand mantra or philosophy to guide its positioning.
How can a firm develop and establish an effective positioning in the market?
This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.
Developing and establishing a brand positioning
The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.
How can a firm develop and establish an effective positioning in the market?
This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
What are the differences in positioning and branding with a small business ?
Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.
What is a brand, and how does branding work ?
This document defines what a brand is and how branding works. A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding works by allowing consumers to identify the source or maker of a product and assign responsibility for its quality. Marketers can brand physical goods, services, stores, people, places, organizations or ideas. The key is for consumers to perceive differences among brands in a product category.
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How can a firm develop and establish an effective positioning in the market
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
How can a firm develop and establish an effective positioning in the market
This document discusses developing a strong brand positioning by creating a customer-focused value proposition that competes effectively against other brands and makes the brand's superior qualities clear to consumers. It emphasizes establishing a positioning by defining what the brand offers and why it is a better choice than competitors.
How can a firm develop and establish an effective positioning in the market
Positioning is designing a company's offering and image to occupy a distinctive place in the minds of consumers. It aims to locate the brand to maximize benefit. To develop positioning, a company must determine competitors by identifying substitutes and firms satisfying the same customer needs. It must then identify unique attributes (points-of-difference) and shared attributes (points-of-parity) to define its association. Finally, it creates a brand mantra or philosophy to guide its positioning.
How can a firm develop and establish an effective positioning in the market?
This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.
Developing and establishing a brand positioning
The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.
How can a firm develop and establish an effective positioning in the market?
This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
What are the differences in positioning and branding with a small business ?
Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.
What is a brand, and how does branding work ?
This document defines what a brand is and how branding works. A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding works by allowing consumers to identify the source or maker of a product and assign responsibility for its quality. Marketers can brand physical goods, services, stores, people, places, organizations or ideas. The key is for consumers to perceive differences among brands in a product category.
How can a-firm-develop-and-establish-an-effective-postioning-in-the-market
This document discusses developing an effective brand positioning strategy. It explains that positioning is designing an offering and image to occupy a distinctive place in the target market's mind. It recommends determining the target market and competitors, then identifying points of parity and difference to guide the strategy. Finally, it stresses communicating the positioning to ensure consistency across representations of the brand.
What are the differences in positioning and branding with a small business
This document provides branding guidelines for small businesses. It recommends that small businesses conduct low-cost marketing research to understand customers and competitors. It suggests focusing on one or two strong brands and integrating brand elements to maximize their contribution. It also advises small businesses to create buzz and build a loyal community through word of mouth, public relations, and low-cost promotions. Finally, it suggests leveraging secondary associations to quickly build brand equity.
Crafting The BRAND Positioning
THE ACT OF DESIGNING A COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE MINDS OF THE TARGET MARKET.
-This was a Marketing Mangement Presentation.
differences in positioning and branding with a small business
this slide is to know about how a small business have to stand into this competitive market where their are many actual and potential competitors
The Brand Concept Platform - An introduction
This document introduces the Brand Concept PlatformSM methodology for defining a brand. It consists of 3 elements: the Brand Concept Frame outlines the brand's promise, product composition, reason to believe, and tone of voice. The Brand Concept Visualization illustrates the frame. The Brand Concept Statement translates the frame into consumer language. The methodology involves workshops to develop these elements based on research and stakeholder feedback. The platform provides a foundation for consistent brand communication and evaluation. The Brand Concept PlatformSM has been applied to brands like Douwe Egberts and Coca-Cola Belgium.
How are brands successfully differentiated?
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V52 Group 6 Writing A Positioning Statement
A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should include four parts: the target group and their needs, the brand, the product concept, and the point of difference from competitors. Incorporating these four parts into the statement will help effectively communicate the brand positioning.
Brand report card
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Brand report card
The document discusses 10 attributes that are shared by the world's strongest brands according to Kevin Lane Keller. These attributes are: excellent delivery of desired benefits, staying relevant, pricing that reflects value, proper positioning, consistency, coordinated brand portfolio and hierarchy, coordinated marketing support, understanding brand meaning, long-term support, and monitoring the source of brand equity. Having a strong understanding of a brand's performance on these 10 attributes can help managers develop strategic responses to strengthen their brand equity.
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The document discusses 10 traits of successful brands including recognizing strengths and weaknesses, identifying areas for improvement, and competitive benchmarking. It defines a brand report card as assessing customer benefits, relevance over time, appropriate pricing based on consumer perception of value, proper positioning in consumers' minds, consistency while staying relevant, logical brand portfolios and hierarchies, effective marketing activities to build brand equity, understanding what the brand means to consumers, sustained support through examples, and maintaining balance in brand equity management. Strong brands combine attributes, image, service, and intangibles to create an attractive whole in consumers' minds.
Brand New Game Positioning Strategy
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Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.
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MAP is a consulting firm that helps small and medium businesses achieve profitable growth through establishing business disciplines and accountability. MAP's brand vision is to be the preferred partner in North America for committed companies seeking to achieve goals. Its core values include integrity, teamwork, accountability and commitment. MAP's brand position positions it as the proven leader in providing a disciplined approach that creates a culture of accountability to achieve success. Its brand dimensions guide employees and are defined using workshops, leadership, sales coaching, strategic consulting and professional, passionate, flexible approaches using proven processes.
Marketing - Brand Positioning
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
Basics in Brand Management
A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
Brand strategy
This document discusses brand strategy and branding. It defines branding as what makes people choose one company over another, even when products are identical, as brands make people feel something and become attached to feelings brands evoke. It also notes that branding can increase sales through loyalty, build confidence and trust, and develop product uniqueness. The document defines brand strategy as a long-term plan to achieve goals through developing a successful brand. It distinguishes between private, captive, and manufacturers' brands.
brand positioning with examples
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind. It clearly communicates the key benefit the brand provides. Developing a strong position requires relevance, clarity, distinctiveness, coherence, commitment, patience, and courage from management over time. Successful positioning strategies can target attributes like size, shape, price, quality, intended user demographic, or cultural symbols.
Building a Brand Platform
This document discusses branding and how brands have evolved over time from simply identifying livestock to differentiated consumer products to today's focus on delivering positive customer experiences. It outlines the key elements of an effective brand platform, including mission, vision, values, personality, and positioning. A strong brand platform guides an organization to deliver a consistent brand experience and voice that meets customer needs in a unique way.
Highlights from "Positioning for Professionals"
Size and growth alone are not effective strategies for professional firms. Specialization and focus on profitability rather than market share allow firms to differentiate themselves. Most companies attempt to appeal to all potential customers but end up appealing to none, so differentiation and boundaries are important. Effective positioning requires relevance to customer needs and clear differentiation from competitors. Successful execution is also critical to realizing the benefits of a strong positioning strategy.
Product positioning strategies
There are several strategies for positioning products:
1) Using product characteristics or customer benefits to segment based on features or advantages.
2) The price-quality approach of positioning some products as premium to justify higher prices.
3) The use or applications approach of positioning based on a product's intended use case.
4) Positioning based on target users or customer groups.
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What are the differences in positioning and branding with a small business
This document provides branding guidelines for small businesses. It recommends that small businesses conduct low-cost marketing research to understand customers and competitors. It suggests focusing on one or two strong brands and integrating brand elements to maximize their contribution. It also advises small businesses to create buzz and build a loyal community through word of mouth, public relations, and low-cost promotions. Finally, it suggests leveraging secondary associations to quickly build brand equity.
Crafting The BRAND Positioning
THE ACT OF DESIGNING A COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE MINDS OF THE TARGET MARKET.
-This was a Marketing Mangement Presentation.
differences in positioning and branding with a small business
this slide is to know about how a small business have to stand into this competitive market where their are many actual and potential competitors
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This document introduces the Brand Concept PlatformSM methodology for defining a brand. It consists of 3 elements: the Brand Concept Frame outlines the brand's promise, product composition, reason to believe, and tone of voice. The Brand Concept Visualization illustrates the frame. The Brand Concept Statement translates the frame into consumer language. The methodology involves workshops to develop these elements based on research and stakeholder feedback. The platform provides a foundation for consistent brand communication and evaluation. The Brand Concept PlatformSM has been applied to brands like Douwe Egberts and Coca-Cola Belgium.
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This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
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A positioning statement defines how a marketer wants a target market to view a brand by describing the target market and differentiating the brand. It brings clarity to marketing strategy and communicates the brand position. To write an effective positioning statement, it should include four parts: the target group and their needs, the brand, the product concept, and the point of difference from competitors. Incorporating these four parts into the statement will help effectively communicate the brand positioning.
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The document discusses best practices for building and maintaining strong brands. It recommends understanding customers' real desires and perceived value, appealing to customers' imagery and feelings about the brand, setting prices based on quality and consumer value, positioning the brand differently than competitors, maintaining consistency while allowing for change, coordinating sub-brands under an umbrella brand, connecting all marketing activities, understanding what the brand means to consumers, uniquely supporting the brand, and monitoring brand equity through audits and reports. The author is Ankita Derasaria from MICA EDC 09.
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The document discusses 10 attributes that are shared by the world's strongest brands according to Kevin Lane Keller. These attributes are: excellent delivery of desired benefits, staying relevant, pricing that reflects value, proper positioning, consistency, coordinated brand portfolio and hierarchy, coordinated marketing support, understanding brand meaning, long-term support, and monitoring the source of brand equity. Having a strong understanding of a brand's performance on these 10 attributes can help managers develop strategic responses to strengthen their brand equity.
The why and how of building a strong brand slideshare
Understanding the importance of a powerful brand in business and ideas on how to create a powerful brand
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Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.
MAP Brand Platform
MAP is a consulting firm that helps small and medium businesses achieve profitable growth through establishing business disciplines and accountability. MAP's brand vision is to be the preferred partner in North America for committed companies seeking to achieve goals. Its core values include integrity, teamwork, accountability and commitment. MAP's brand position positions it as the proven leader in providing a disciplined approach that creates a culture of accountability to achieve success. Its brand dimensions guide employees and are defined using workshops, leadership, sales coaching, strategic consulting and professional, passionate, flexible approaches using proven processes.
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Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
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A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
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brand positioning with examples
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind. It clearly communicates the key benefit the brand provides. Developing a strong position requires relevance, clarity, distinctiveness, coherence, commitment, patience, and courage from management over time. Successful positioning strategies can target attributes like size, shape, price, quality, intended user demographic, or cultural symbols.
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This document discusses branding and how brands have evolved over time from simply identifying livestock to differentiated consumer products to today's focus on delivering positive customer experiences. It outlines the key elements of an effective brand platform, including mission, vision, values, personality, and positioning. A strong brand platform guides an organization to deliver a consistent brand experience and voice that meets customer needs in a unique way.
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Size and growth alone are not effective strategies for professional firms. Specialization and focus on profitability rather than market share allow firms to differentiate themselves. Most companies attempt to appeal to all potential customers but end up appealing to none, so differentiation and boundaries are important. Effective positioning requires relevance to customer needs and clear differentiation from competitors. Successful execution is also critical to realizing the benefits of a strong positioning strategy.
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There are several strategies for positioning products:
1) Using product characteristics or customer benefits to segment based on features or advantages.
2) The price-quality approach of positioning some products as premium to justify higher prices.
3) The use or applications approach of positioning based on a product's intended use case.
4) Positioning based on target users or customer groups.
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This document summarizes a marketing presentation about creating brand equity and crafting brand positioning. It discusses key concepts like brand equity, customer-based brand equity, building brand equity through identity, meaning, response and relationships. It also covers choosing memorable, meaningful, likable, transferable, adaptable and protectable brand elements. Other topics include internal branding, the brand value chain, and crafting brand positioning by identifying points of parity and points of difference compared to competitors. Examples are provided for Lifebuoy and Sandalina Sandal Soap brands.
Brand Positioning by Leroy J. Ebert
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (22nd March, 2014)
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
Brand Management Module 3 notes
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Brand strategy development
This document discusses developing brand strategy. It begins by defining what a brand and strategy are, noting that a brand identifies goods/services and differentiates them, while strategy determines the direction and scope of an organization. It then discusses defining the brand's position by understanding the consumer, market context, competition, and goals. It introduces tools like the strategy clock and canvas that can be used to analyze competitive positioning and identify opportunities. The document emphasizes crafting the brand strategy elements of target market, value propositions, purpose, vision, mission, values, and personality to guide the brand.
Brand strategy development
This document discusses developing brand strategy. It begins by defining what a brand and strategy are, noting that a brand identifies goods/services and differentiates them, while strategy determines the direction and scope of an organization. It then discusses defining the brand's position by determining target consumers, market context, competitors, and goals. Other sections cover competitive advantage, the strategy clock, strategy canvas, innovation opportunities, and components of brand strategy like purpose, vision, mission, values, personality, and proposition. The overall purpose is to provide guidance on developing a comprehensive brand strategy.
Ccsddm5days
The document provides an overview of digital marketing and content marketing strategies. It discusses key concepts like defining goals and metrics, identifying target audiences, creating different types of content, and measuring performance. Content marketing tactics include focusing on quality content, addressing pain points, optimizing content for mobile, and using various content formats and channels for distribution. Copywriting strategies involve crafting headlines, bullet points, and body copy that highlight problems and solutions to attract and persuade prospective customers."
Brand planning
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.
Build a Brand From scratch
This document provides information on how to build a strong brand identity from scratch. It discusses defining a brand's core identity through leadership brand types, identity elaboration, proof points, role models, positioning, and associations. It also covers selecting target markets through various segmentation approaches. Additional topics include points of difference/parity, overcoming negative perceptions, developing a brand mantra, and conducting brand audits. The overall message is that thoroughly understanding these brand identity and positioning fundamentals is key to creating a distinctive brand that resonates with customers.
13 GouravDholwal Brand Positioning
This document provides an overview of brand positioning. It begins with definitions of branding, positioning, and brand positioning. It then discusses perceptual mapping and how positioning approaches can be based on attributes, benefits, use occasions, price-quality, product categories, competitors, and repositioning. Common positioning errors like under, over, and confused positioning are explained. The document also covers brand mantras, taglines, and provides case studies on the positioning of ENO antacid and Maggi noodles in India.
Brand Management
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
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How can a firm develop and establish an effective positioning in the market
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Harvard Business School Case
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Steinway & sons: buying a legend
Steinway & Sons, known for producing high-quality grand pianos, was purchased by The Selmer Company in 1995 for $100 million. Selmer was led by Messina and Kirkland. While Steinway had $100 million in annual sales, unit sales of grand pianos had declined due to trends like the rise of electronic keyboards and Asian imports gaining market share. Additionally, Steinway introduced a mid-priced Boston piano line in 1992, departing from its usual high-end strategy. The case discusses whether the purchase was worthwhile for Selmer, and how Steinway can enhance its business under new leadership.
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Assignment3 ppt1
Saxonville Sausage Company is a 70-year-old family-owned business headquartered in Saxonville that generates $1.5 billion in annual revenue primarily from its bratwurst and breakfast sausage products. Its Italian sausage brand Vivio has been successful regionally in the Eastern US but lacks a clear positioning. Saxonville is considering strengthening Vivio's marketing strategy by developing a target demographic and geographic profile as well as values-based positioning concepts to drive national expansion. Focus groups and additional research are recommended to identify the best positioning approach for Vivio to capitalize on the growing Italian sausage market and compete against local and national brands.
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How should the company manage and organize its international activities
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How do marketers influence country of-origin effects
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What are major ways of entering a foreign market
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What are the differences between developing and developed markets
Developing markets offer opportunities for companies to market directly to consumers in rural areas through innovative approaches. For example, Grameenphone marketed cellphones to 35,000 villages women in Bangladesh and Colgate-Palmolive used video vans to demonstrate toothbrushing benefits in rural India. While multinational companies focus on expanding globally, some local companies in developing nations focus on building products for their own emerging domestic markets. The presentation also notes key developing nations and the fastest growing economies including Brazil, Russia, India, and China.
How can companies evaluate and select foreign markets to enter
The document discusses strategies for companies to evaluate and select foreign markets to enter globally. It outlines approaches for deciding how many markets to enter initially, such as the waterfall approach of starting in one market and moving to others over time, or the sprinkler approach of entering multiple markets simultaneously. The document also provides guidance on identifying potential markets, such as considering developing versus developed economies, and evaluating these markets based on factors like market size, growth rates, and cultural differences.
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
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1. Quick Promotions through Online
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3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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2. Free Content writing
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Free Website + Digital Marketing Services
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develop and establish an effective positioning in the market
- 1. craftingtheBrandPositio Develop and establish an effective positioning in the market
- 2. Positioning? The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
- 3. the strategies 1. Determining a competitive frame of reference. 2. Identifying optimal POPs and PODs. 3. Choosing PODs and POPs. 4. Brand Mantras. 5. Establishing Brand positioning. 6. Alternative approach to positioning.
- 4. Determining a competitive frame of reference Defines which other brands compete with and therefore which brands should be the focus of competitive analysis.
- 5. Determining a competitive frame of reference • Start Knowing which companies satisfying the same customer need. Identifying competitors • Gather information about each competitor’s real and perceived strengths and weakness. Analysing competitors
- 6. Identifying optimal PODs and POPs Points of Difference (PODs) •Attribute or benefits strongly associated with brand and couldn’t be found in the same extent with a competitive brand. Points of Parity (POPs) •Attribute or benefits not necessarily unique to the brand but may in fact be shared with others brands.
- 7. Choosing POPs and PODs Perceptual mapping of consumer perceptions and preferences. creating market opportunities by overlaying consumer preferences with brand perception.
- 8. Please make some small words…. Capture the irrefutable essence or spirit of the Brand position.
- 9. Brand Mantras Design a Brand Mantras that can Communicate Memorable Inspire
- 10. Establishing Brand positioning construct a Bull’s eye for the brand be assured that no steps are skipped in its development. and
- 11. Establishing Brand positioning Communicate category membership Announcing category benefits Comparing to exemplars t Relying on the product descriptor
- 12. Establishing Brand positioning Communicate PODs and POPS negative correlation of PODs and POPs that defines the product’s attribute or benefits. how?
- 13. Establishing Brand positioning Communicate PODs and POPS Kill this difficulty by Addressing brand attributes or benefits separately as PODs or POPs. Developing a product or service that performs well on both dimensions.
- 14. Alternative approaches to positioning Some provocative ideas on how to positive a brand BRAND NARRATIVES AND STORYTELLING Describing a Brand as a narrative or story. BRAND JOURNALISM Communicating different message to different market segments. CULTURAL JOURNALISMCUTURAL Assembling cultural knowledge.
- 16. Created by Pranav Anand, IIT Kharagpur during an internship by Prof. Sameer Mathur, IIM Lucknow. Web: www.IIMInternship.com