This document discusses brand positioning and provides guidelines for effective brand positioning. It covers the following key points:
1. Brand positioning involves designing the brand's offer and image to occupy a distinct place in customers' minds. It requires understanding customers, competitors, and how the brand is similar or different.
2. Effective positioning chooses points-of-parity (shared attributes) and points-of-difference (unique attributes) versus competitors. It also clearly defines the competitive frame of reference.
3. A brand audit examines a brand's health, equity sources, and ways to improve equity. It assesses brand elements, programs, perceptions, and provides recommendations.
This document discusses brand positioning and conducting brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand audits assess a brand's health by examining its vision, mission, values and equity sources to guide strategic direction. The audit involves a brand inventory of elements and programs and a brand exploratory of consumer perceptions.
This document provides an overview of brand positioning and brand audits. It discusses determining a brand's frame of reference through identifying points-of-parity and points-of-difference compared to competitors. The importance of defining the target market and selecting brand values that resonate with consumers are also covered. The document concludes with an outline of conducting a brand audit, which assesses brand equity from both internal and external perspectives to guide strategic brand management.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
Branding and Brand Positioning / Marketing Management By Kotler KellerChoudhry Asad
This document provides an outline on branding and brand positioning. It defines what a brand and branding are, and lists advantages of strong brands such as improved perceptions, loyalty, margins, and marketing effectiveness. It discusses key aspects of branding including brand elements, equity, strategies, and portfolios. It also covers brand positioning and differentiating a brand through points of parity and points of difference. The document aims to educate on developing and managing brands for optimal market performance and value.
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.
This document discusses brand positioning and conducting brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand audits assess a brand's health by examining its vision, mission, values and equity sources to guide strategic direction. The audit involves a brand inventory of elements and programs and a brand exploratory of consumer perceptions.
This document provides an overview of brand positioning and brand audits. It discusses determining a brand's frame of reference through identifying points-of-parity and points-of-difference compared to competitors. The importance of defining the target market and selecting brand values that resonate with consumers are also covered. The document concludes with an outline of conducting a brand audit, which assesses brand equity from both internal and external perspectives to guide strategic brand management.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
Branding and Brand Positioning / Marketing Management By Kotler KellerChoudhry Asad
This document provides an outline on branding and brand positioning. It defines what a brand and branding are, and lists advantages of strong brands such as improved perceptions, loyalty, margins, and marketing effectiveness. It discusses key aspects of branding including brand elements, equity, strategies, and portfolios. It also covers brand positioning and differentiating a brand through points of parity and points of difference. The document aims to educate on developing and managing brands for optimal market performance and value.
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.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
This document discusses key concepts related to brand equity, brand positioning, and product life cycles. It defines brand equity as the added value provided to products and services by a brand, in terms of how consumers think and act towards the brand. Brand positioning is developing a specific place for a brand in consumers' minds within a target market. The document outlines steps to positioning a brand, including defining category membership and choosing points of parity and difference. It also discusses strategies for different stages of a product life cycle, such as introducing, growing, sustaining, and declining products.
The document discusses marketing management and the marketing process. It can be summarized as follows:
1. Marketing management involves choosing target markets and building profitable relationships with customers through delivering superior customer value and satisfaction. It is about customer management and demand management.
2. The marketing process involves identifying customer needs and wants, developing products to meet those needs, determining value and pricing, facilitating exchange and transactions, and building relationships.
3. An effective marketing strategy involves market segmentation, targeting specific segments, differentiating products and services for those segments, and developing an integrated marketing mix to meet customer needs in each segment.
This document summarizes chapters from two textbooks about branding and brand positioning. It discusses key concepts such as what a brand is, how branding works, how to build and measure brand equity, and the importance of developing an effective brand positioning statement. The document also outlines various strategies for market leaders, challengers, followers and niche players to compete in the marketplace and defend or grow their market share.
The document provides guidance on developing strong brands and brand strategies. It discusses the importance of understanding customers, competitors, and business strategy. Effective brand strategies are based on powerful customer segmentation and in-depth knowledge of customer motivations. Building brand equity requires creating differential effects in consumer response through brand knowledge, associations, and relationships. Measuring brand performance allows marketers to improve and leverage existing brand equity over time through strategic brand management.
The document provides guidance on developing strong brands and brand strategies. It discusses the importance of understanding customers, competitors, and business strategy. Effective brand strategies are based on powerful customer segmentation and in-depth knowledge of customer motivations. Building brand equity requires creating differential effects in customers' responses through positive brand associations. Past branding efforts provide a strategic bridge to future success by shaping customer perceptions and experiences with the brand.
The document discusses key concepts in branding and brand management. It defines a brand as a name, symbol or design that distinguishes a product or service from competitors. Branding is the process of creating an image in someone's mind associated with the brand. Brand equity refers to the value a brand adds beyond its functional benefits. Developing a brand identity, strategy, experience and marketing campaign helps build brand equity. Proper brand management includes establishing and maintaining the brand, integrating it into product development, and growing and sustaining brand equity over time.
The document discusses brand architecture and strategies. It defines two important strategic tools for characterizing and formulating branding strategies:
1. The brand-product matrix graphically represents brand-product relationships and product-brand relationships to capture a firm's branding strategy. It defines which brand elements are applied to which products.
2. The brand hierarchy portrays a firm's branding strategy and possible levels from corporate/family brands to individual brands and modifiers.
The branding strategy determines which brand elements a firm applies across products. It reflects the number and nature of common/distinct elements applied to products. Developing an architecture involves defining a brand's potential market, identifying product/service extensions, and specifying brand elements and positioning.
This document provides an overview of segmentation, targeting, and positioning (STP) in marketing. It discusses the importance of STP for competing effectively and focusing on customer satisfaction. Key aspects covered include identifying distinct customer segments based on needs and characteristics, selecting target segments, and establishing a distinctive benefit positioning for each. Various segmentation variables, frameworks, and strategic approaches are explained, including geographic, demographic, psychographic segmentation, as well as Roger Best's seven step process and Michael Porter's five forces model. The document also discusses target market evaluation, selection, and different positioning strategies.
The document discusses frameworks and tools for analyzing market opportunities. It outlines 7 steps in a market opportunity analysis framework: 1) identify unmet customer needs, 2) identify target customers, 3) assess competitive advantage, 4) assess company resources, 5) assess technology readiness, 6) specify the opportunity, and 7) assess attractiveness. It also describes key environments to analyze including customers, technology, company capabilities, and competition to identify market "sweet spots". Finally, it provides guidance on how to identify unmet needs, target customers, assess advantages, resources, and technology readiness.
The document discusses frameworks and tools for analyzing market opportunities. It outlines 7 steps to analyze market opportunities: 1) identify unmet customer needs, 2) identify target customers, 3) assess competitive advantages, 4) assess company resources, 5) assess technology readiness, 6) specify the opportunity concretely, and 7) assess opportunity attractiveness. It also describes how to identify unmet needs, target customers through segmentation, evaluate competitors, assess company resources and technology readiness to deliver new offerings. The analysis helps companies uncover opportunities in the market.
This document discusses segmentation, targeting, and positioning (STP) strategies. It defines key terms like market segmentation, market targeting, differentiation, and market positioning. Market segmentation involves dividing the overall market into distinct subgroups with common needs or traits. Targeting involves evaluating segments and selecting one or more to target. Differentiation creates superior customer value to distinguish the product in the market. Positioning involves arranging for the product to occupy a clear place in consumers' minds relative to competitors. The document outlines various bases for segmenting consumer and business markets and provides examples of segmentation, targeting, and positioning strategies.
Measuring outcomes of brand equity and designing & implementing branding stra...Neetu Bhuyan
This document discusses methods for measuring brand equity and designing branding strategies. It describes three types of methods for measuring brand equity: comparative, which examine consumer response to brand changes; conjoint analysis, a survey technique to assess brand attributes; and holistic methods that attempt to place an overall value on a brand. It also outlines considerations for branding strategies such as brand architecture, breadth and depth of product lines, building brand equity at different hierarchy levels, and using cause marketing to build brand equity.
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.
The document provides an overview of competitive strategy and competitive advantage. It discusses key concepts such as strategy, competitive positioning, resources and capabilities, and building competitive advantage. Some main points covered include:
1) A strategy integrates an organization's goals, policies and actions into a cohesive whole. Competitive strategy guides decisions around marketing, finance and operations.
2) Competitive positioning involves differentiating a company from competitors based on how it provides value. Types of positioning include cost leadership, differentiation, and focus.
3) Resources and capabilities underlie competitive advantage. Core competencies are knowledge-based and central to competitiveness, while distinctive competencies are activities performed better than rivals.
4
This document discusses segmentation, targeting, and positioning (STP) strategies. It defines key terms like market segmentation, market targeting, differentiation, and market positioning. It explains that segmentation involves dividing the market into distinct groups with different needs. Targeting is selecting attractive market segments to enter. Differentiation and positioning involve creating superior customer value and occupying a clear place in customers' minds relative to competitors. The document also discusses bases for segmenting markets, evaluating and selecting target segments, and developing positioning strategies.
Market segmentation involves grouping customers into segments based on similarities to better target them. It is the first of three key steps in developing a marketing strategy along with targeting and positioning. Effective segmentation criteria include segments being identifiable, accessible, sizable, profitable, with unique needs and durable over time. Segmentation allows companies to tailor products and marketing approaches to specific groups. Common bases for segmentation include geographic, demographic, psychographic and behavioral factors.
Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
RMG SECTOR OF BANGLADESH: FEMALE WORKERS JOB LOSSESNazrulIslamJewel1
The main purpose of this semester project is to provide an overview and statistics on the job losses of female workers in the Ready-Made Garment (RMG) sector of Bangladesh. It aims to highlight the declining number of female employees in the sector, the root causes of this decline, and the impact of automation and digitalization on female job losses. The information also emphasizes the importance of female workers in the RMG sector for the national economy, GDP, and the welfare of their families and society. Additionally, the information sheds light on issues like working conditions, age discrimination, and sexual harassment that contribute to the job losses of female workers. Overall, this semester project aims to create awareness and draw attention to the issue while providing insights into the current situation and possible solutions.
This document discusses eight ways that secondary brand associations can be used to build brand equity: 1) Companies, 2) Countries or geographical areas, 3) Channels of distribution, 4) Other brands through co-branding, 5) Characters through licensing, 6) Spokespeople through endorsements, 7) Events through sponsorship, and 8) Other third-party sources through awards or reviews. It provides examples of strongly linked brands and countries, discusses how retail stores can indirectly affect brand equity, and gives examples of co-branding, ingredient branding, licensing, and using celebrity endorsers.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
This document discusses key concepts related to brand equity, brand positioning, and product life cycles. It defines brand equity as the added value provided to products and services by a brand, in terms of how consumers think and act towards the brand. Brand positioning is developing a specific place for a brand in consumers' minds within a target market. The document outlines steps to positioning a brand, including defining category membership and choosing points of parity and difference. It also discusses strategies for different stages of a product life cycle, such as introducing, growing, sustaining, and declining products.
The document discusses marketing management and the marketing process. It can be summarized as follows:
1. Marketing management involves choosing target markets and building profitable relationships with customers through delivering superior customer value and satisfaction. It is about customer management and demand management.
2. The marketing process involves identifying customer needs and wants, developing products to meet those needs, determining value and pricing, facilitating exchange and transactions, and building relationships.
3. An effective marketing strategy involves market segmentation, targeting specific segments, differentiating products and services for those segments, and developing an integrated marketing mix to meet customer needs in each segment.
This document summarizes chapters from two textbooks about branding and brand positioning. It discusses key concepts such as what a brand is, how branding works, how to build and measure brand equity, and the importance of developing an effective brand positioning statement. The document also outlines various strategies for market leaders, challengers, followers and niche players to compete in the marketplace and defend or grow their market share.
The document provides guidance on developing strong brands and brand strategies. It discusses the importance of understanding customers, competitors, and business strategy. Effective brand strategies are based on powerful customer segmentation and in-depth knowledge of customer motivations. Building brand equity requires creating differential effects in consumer response through brand knowledge, associations, and relationships. Measuring brand performance allows marketers to improve and leverage existing brand equity over time through strategic brand management.
The document provides guidance on developing strong brands and brand strategies. It discusses the importance of understanding customers, competitors, and business strategy. Effective brand strategies are based on powerful customer segmentation and in-depth knowledge of customer motivations. Building brand equity requires creating differential effects in customers' responses through positive brand associations. Past branding efforts provide a strategic bridge to future success by shaping customer perceptions and experiences with the brand.
The document discusses key concepts in branding and brand management. It defines a brand as a name, symbol or design that distinguishes a product or service from competitors. Branding is the process of creating an image in someone's mind associated with the brand. Brand equity refers to the value a brand adds beyond its functional benefits. Developing a brand identity, strategy, experience and marketing campaign helps build brand equity. Proper brand management includes establishing and maintaining the brand, integrating it into product development, and growing and sustaining brand equity over time.
The document discusses brand architecture and strategies. It defines two important strategic tools for characterizing and formulating branding strategies:
1. The brand-product matrix graphically represents brand-product relationships and product-brand relationships to capture a firm's branding strategy. It defines which brand elements are applied to which products.
2. The brand hierarchy portrays a firm's branding strategy and possible levels from corporate/family brands to individual brands and modifiers.
The branding strategy determines which brand elements a firm applies across products. It reflects the number and nature of common/distinct elements applied to products. Developing an architecture involves defining a brand's potential market, identifying product/service extensions, and specifying brand elements and positioning.
This document provides an overview of segmentation, targeting, and positioning (STP) in marketing. It discusses the importance of STP for competing effectively and focusing on customer satisfaction. Key aspects covered include identifying distinct customer segments based on needs and characteristics, selecting target segments, and establishing a distinctive benefit positioning for each. Various segmentation variables, frameworks, and strategic approaches are explained, including geographic, demographic, psychographic segmentation, as well as Roger Best's seven step process and Michael Porter's five forces model. The document also discusses target market evaluation, selection, and different positioning strategies.
The document discusses frameworks and tools for analyzing market opportunities. It outlines 7 steps in a market opportunity analysis framework: 1) identify unmet customer needs, 2) identify target customers, 3) assess competitive advantage, 4) assess company resources, 5) assess technology readiness, 6) specify the opportunity, and 7) assess attractiveness. It also describes key environments to analyze including customers, technology, company capabilities, and competition to identify market "sweet spots". Finally, it provides guidance on how to identify unmet needs, target customers, assess advantages, resources, and technology readiness.
The document discusses frameworks and tools for analyzing market opportunities. It outlines 7 steps to analyze market opportunities: 1) identify unmet customer needs, 2) identify target customers, 3) assess competitive advantages, 4) assess company resources, 5) assess technology readiness, 6) specify the opportunity concretely, and 7) assess opportunity attractiveness. It also describes how to identify unmet needs, target customers through segmentation, evaluate competitors, assess company resources and technology readiness to deliver new offerings. The analysis helps companies uncover opportunities in the market.
This document discusses segmentation, targeting, and positioning (STP) strategies. It defines key terms like market segmentation, market targeting, differentiation, and market positioning. Market segmentation involves dividing the overall market into distinct subgroups with common needs or traits. Targeting involves evaluating segments and selecting one or more to target. Differentiation creates superior customer value to distinguish the product in the market. Positioning involves arranging for the product to occupy a clear place in consumers' minds relative to competitors. The document outlines various bases for segmenting consumer and business markets and provides examples of segmentation, targeting, and positioning strategies.
Measuring outcomes of brand equity and designing & implementing branding stra...Neetu Bhuyan
This document discusses methods for measuring brand equity and designing branding strategies. It describes three types of methods for measuring brand equity: comparative, which examine consumer response to brand changes; conjoint analysis, a survey technique to assess brand attributes; and holistic methods that attempt to place an overall value on a brand. It also outlines considerations for branding strategies such as brand architecture, breadth and depth of product lines, building brand equity at different hierarchy levels, and using cause marketing to build brand equity.
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.
The document provides an overview of competitive strategy and competitive advantage. It discusses key concepts such as strategy, competitive positioning, resources and capabilities, and building competitive advantage. Some main points covered include:
1) A strategy integrates an organization's goals, policies and actions into a cohesive whole. Competitive strategy guides decisions around marketing, finance and operations.
2) Competitive positioning involves differentiating a company from competitors based on how it provides value. Types of positioning include cost leadership, differentiation, and focus.
3) Resources and capabilities underlie competitive advantage. Core competencies are knowledge-based and central to competitiveness, while distinctive competencies are activities performed better than rivals.
4
This document discusses segmentation, targeting, and positioning (STP) strategies. It defines key terms like market segmentation, market targeting, differentiation, and market positioning. It explains that segmentation involves dividing the market into distinct groups with different needs. Targeting is selecting attractive market segments to enter. Differentiation and positioning involve creating superior customer value and occupying a clear place in customers' minds relative to competitors. The document also discusses bases for segmenting markets, evaluating and selecting target segments, and developing positioning strategies.
Market segmentation involves grouping customers into segments based on similarities to better target them. It is the first of three key steps in developing a marketing strategy along with targeting and positioning. Effective segmentation criteria include segments being identifiable, accessible, sizable, profitable, with unique needs and durable over time. Segmentation allows companies to tailor products and marketing approaches to specific groups. Common bases for segmentation include geographic, demographic, psychographic and behavioral factors.
Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
RMG SECTOR OF BANGLADESH: FEMALE WORKERS JOB LOSSESNazrulIslamJewel1
The main purpose of this semester project is to provide an overview and statistics on the job losses of female workers in the Ready-Made Garment (RMG) sector of Bangladesh. It aims to highlight the declining number of female employees in the sector, the root causes of this decline, and the impact of automation and digitalization on female job losses. The information also emphasizes the importance of female workers in the RMG sector for the national economy, GDP, and the welfare of their families and society. Additionally, the information sheds light on issues like working conditions, age discrimination, and sexual harassment that contribute to the job losses of female workers. Overall, this semester project aims to create awareness and draw attention to the issue while providing insights into the current situation and possible solutions.
This document discusses eight ways that secondary brand associations can be used to build brand equity: 1) Companies, 2) Countries or geographical areas, 3) Channels of distribution, 4) Other brands through co-branding, 5) Characters through licensing, 6) Spokespeople through endorsements, 7) Events through sponsorship, and 8) Other third-party sources through awards or reviews. It provides examples of strongly linked brands and countries, discusses how retail stores can indirectly affect brand equity, and gives examples of co-branding, ingredient branding, licensing, and using celebrity endorsers.
This document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It describes various brand elements like names, logos, slogans, characters, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that builds customer-based brand equity.
This document discusses customer-based brand equity and how it is created. It defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. It identifies the key components of brand equity as brand awareness, brand image, perceptions and feelings, and relationships. The document outlines Keller's customer-based brand equity pyramid model which shows how brand identity and meaning lead to customer responses, judgments, and feelings, ultimately resulting in brand resonance. It provides implications for brand building such as focusing on customer value and relationships.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishing between a brand with a small "b" which is a name/symbol, and a Brand with a capital "B" which has created awareness and reputation. Brands are described as being more than just products in that they can differentiate in ways beyond product attributes. The importance of brands to both consumers and firms is discussed, including how brands can reduce risks for consumers and be valuable legal property for firms. The document notes that many different types of things can be branded, and gives examples. It introduces the concepts of brand equity and strategic brand management.
The document discusses 22 immutable laws of branding. The first law states that the power of a brand is inversely proportional to its scope, so brands need to narrow their focus to strengthen their image. The second law notes that brands are initially built through publicity, like articles in newspapers and magazines, but then need advertising to stay healthy and maintain market share against competitors. The third law emphasizes that authenticity is crucial for a brand's success.
The document discusses branding strategies and brand architecture. It covers topics such as defining branding strategy, the role of brand architecture in clarifying brands for consumers and motivating purchases. It also discusses tools for characterizing branding strategies like the brand-product matrix and brand hierarchy. The key aspects of designing a brand portfolio and hierarchy are addressed, including establishing different brand roles and determining the appropriate number of hierarchy levels. Guidelines for cause marketing, green marketing, and crisis marketing are also provided.
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
2. Brand Positioning
• Is at the heart of the marketing strategy
• “. . . the act of designing the company’s offer
and image so that it occupies a distinct and
valued place in the target customer’s minds.”
Philip Kotler
3.2
3. Determining a frame of reference
• What are the ideal points-of-parity and points-
of-difference brand associations vis-à-vis the
competition?
• Marketers need to know:
– Who the target consumer is
– Who the main competitors are
– How the brand is similar to these competitors
– How the brand is different from them
3.3
4. Target Market
A market is the set of all actual and potential
buyers who have sufficient interest in, income
for, and access to a product.
Market segmentation divides the market into
distinct groups of homogeneous consumers
who have similar needs and consumer
behavior, and who thus require similar
marketing mixes.
Market segmentation requires making
tradeoffs between costs and benefits.
3.4
6. Example of the toothpaste market
• Four main segments:
1. Sensory: Seeking flavor and product appearance
2. Sociables: Seeking brightness of teeth
3. Worriers: Seeking decay prevention
4. Independent: Seeking low price
3.6
7. Conversion Model
• This model measures the strength of the psychological commitment
between brands & consumers and consumers’ openness to change. The
model segments users of a brand into four groups based on strength of
commitment, from low to high:
• Convertible: on the threshold of change: highly likely to change brands
• Shallow: Not ready to switch, but may be considering alternatives
• Average: Comfortable with their choice, unlikely to switch in the future
• Entrenched: Most Loyal, Unlikely to change in the foreseeable future.
• The model also classified nonusers of a brand into four groups based on
their openness to trying the brand, from low to high:
• Strongly unavailable: Strongly prefer their current brand
• Weakly unavailable: prefer their current brands, although not strongly
• Ambivalent: As attracted to the other brand as to their current choice
• Available: Prefer the other brand but have not yet switched
3.7
8. Criteria for Segmentation
Identifiability: Can we easily identify the
segment?
Size: Is there adequate sales potential in the
segment?
Accessibility: Are specialized distribution outlets
and communication media available to reach the
segment?
Responsiveness: How favorably will the segment
respond to a tailored marketing program?
3.8
10. Nature of Competition
• Deciding to target a certain type of consumer
often defines the nature of competition
• Do not define competition too narrowly
– Ex: a luxury good with a strong hedonic benefit
like stereo equipment may compete as much with
a vacation as with other durable goods like
furniture
3.10
11. Points-of-Parity
and Points-of-Difference
Points-of-difference (PODs) are attributes or
benefits that consumers strongly associate
with a brand, positively evaluate, and believe
that they could not find to the same extent
with a competitive brand.
Points-of-parity associations (POPs), on the
other hand, are not necessarily unique to the
brand but may in fact be shared with other
brands.
3.11
12. Points of Parity and Points of
Difference
– Points-of-difference (POD) associations (USP &
SCA)- functional, performance, abstract or
imagery related consideration, Ex- Ikea, Subaru
– Points-of-parity (POP) associations- category &
competitive, Ex- Nivea, Miller Lite
– Points-of-parity versus points-of-difference
13. To Sum up…
• To appropriately position a brand, marketers
should:
– Identify their target customers.
– Analyze the type of competition they might face
in the identified market base.
– Identify product features and associations that
are different or similar to their competitors.
14. Positioning Guidelines
Defining and Communicating the Competitive Frame of
Reference
Choosing Points-of-Difference
Establishing Points-of-Parity and Points-of-Difference
Straddle Positions
Updating Position Overtime
Developing a Good Positioning
15. Brand Positioning Guidelines
• Two key issues in arriving at the optimal
competitive brand positioning are:
– Defining and communicating the competitive frame
of reference
– Choosing and establishing points-of-parity and
points-of-difference
3.15
16. Defining and Communicating the
Competitive Frame of Reference
• Defining a competitive frame of reference for
a brand positioning is to determine category
membership.
• The preferred approach to positioning is to
inform consumers of a brand’s membership
before stating its point of difference in
relationship to other category members.
3.16
18. Attribute and Benefit Trade-offs
• Price and quality
• Convenience and quality
• Taste and low calories
• efficiency and mildness
• Power and safety
• Ubiquitous and exclusive
• Comprehensiveness (variety) and simplicity
• Strength and elegance
3.18
19. Strategies to Reconcile
Attribute and Benefit Trade-offs
• Establish separate marketing programs- Head &
Shoulder
• Leverage secondary association (e.g., co-brand,
celebrity)
• Re-define the relationship from negative to
positive Ex- Apple computers
3.19
20. Core Brand Values
• Set of abstract concepts or phrases that
characterize the five to ten most important
dimensions of the mental map of a brand
• Relate to points-of-parity and points-of-
difference
• Mental map Core brand values Brand mantra
3.20
21. Brand Mantras
An articulation of the “heart and soul” of the
brand
similar to “brand essence” or “core brand
promise”
Short three- to five-word phrases that capture
the irrefutable/certain essence or spirit of the
brand positioning and brand values
Considerations
Communicate
Simplify
Inspire
3.21
22. Designing the Brand Mantra
• The term brand functions describes the nature
of the product or service or the type of
experiences or benefits the brand provides.
• The descriptive modifier further clarifies its
nature.
• The emotional modifier provides another
qualifier—how exactly does the brand provide
benefits, and in what way?
3.22
23. Designing the Brand Mantra
Emotional
Modifier
Descriptive
Modifier
Brand
Functions
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
Fun Folks Food
3.23
24. Internal Branding
• Members of the organization are properly
aligned with the brand and what it represents.
• Crucial for service companies
3.24
25. Brand Audit
• Externally, consumer-focused assessement
• A comprehensive examination of a brand
involving activities to assess the health of the
brand, uncover its sources of equity, and
suggest ways to improve and leverage that
equity
• It includes brand vision, mission, promise,
values, position, personality, and performance
3.25
26. Importance of Brand Audits
• Understand sources of brand equity
– Firm perspective
– Consumer perspective
• Set strategic direction for the brand
• Recommend marketing programs to maximize
long-term brand equity
3.26
28. Brand Inventory
• A current comprehensive profile of how all the
products and services sold by a company are
branded and marketed:
– Brand elements
– Supporting marketing programs
– Profile of competitive brands
– POPs and PODs
– Brand mantra
3.28
29. Brand Inventory (Cont.)
• Suggests the bases for positioning the brand
• Offers insights to how brand equity may be
better managed
• Assesses consistency in message among
activities, brand extensions, and sub-brands in
order to avoid redundancies, overlaps, and
consumer confusion
3.29
30. Brand Exploratory
• Provides detailed information as to how
consumers perceive the brand:
– Awareness
– Favorability
– Uniqueness of associations
• Helps identify sources of customer-based brand
equity
• Uncovers knowledge structures for the core
brand as well as its competitors
3.30
31. Suggested Brand Audit Outline
• Brand audit objectives, scope, and approach
• Background about the brand (self-analysis)
• Background about the industries
• Consumer analysis (trends, motivation, perceptions,
needs, segmentation, behavior)
• Brand inventory
– Elements, current marketing programs, POPs, PODs
– Branding strategies (extensions, sub-brands, etc.)
– Brand portfolio analysis
– Competitors’ brand inventory
– Strengths and weaknesses 3.31
Points-of-difference associations
Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that:
They cannot be found to the same extent with a competitive brand.
Functional-performance related considerations.
Abstract-imagery related considerations.
Points- of-parity associations
Attributes shared with other brands.
Three types of associations are:
Category points- of-parity: Necessary conditions for brand choice.
Competitive points-of-parity: Associations designed to negate competitors’ points-of-difference.
Correlational points-of-parity: Potential negative associations that arise from the existence of other, more positive associations for the brand.
Points-of-parity versus points-of-difference
Unless certain points-of-parity can be achieved to overcome potential weaknesses, points-of-difference may not even matter.
There is a “zone” or “range of tolerance or acceptance” with points-of-parity.
Points-of-parity are easier to achieve than points-of-differences.
Defining and communicating the competitive frame of reference
Communicating category benefits - Marketers use product benefits to announce category membership.
Exemplars - Well-known, noteworthy brands in a category can also be used as exemplars to specify a brand’s category membership.
Product descriptor - The product descriptor that follows the brand name is often a very compact means of conveying category origin.
Choosing points- of-difference
Desirability criteria
Deliverability criteria
Feasibility
Communicability
Differentiating criteria
Establishing points-of-parity and points-of-difference
Separate the attributes
Leverage equity of another entity
Redefine the relationship
Straddle positions
Type of positioning where a company is able to straddle two frames of reference with one set of points-of-difference and points-of-parity.
The points-of-difference in one category become points-of-parity in the other and vice-versa for points-of-parity.
Disadvantage - If the points-of-parity and points-of-difference with respect to both categories are not credible, consumers may not view the brand as a legitimate player in either category.
Updating positions overtime
Laddering
Once the target market attains a basic understanding of how the brand relates to alternatives in the same category, it may be necessary to deepen the meanings associated with the brand positioning.
Failure to move up the ladder may reduce the strategic alternatives available to a brand.
Reacting
When a competitor challenges an existing POD or attempts to overcome a POP, there are essentially three main options for the target brand:
Do nothing.
Go on the defensive.
Go on the offensive.