This document summarizes 10 key concepts for crafting an effective brand positioning: 1) Points-of-difference (PODs) and points-of-parity (POPs) differentiate a brand while relating it to its category; 2) Desirability and deliverability criteria ensure PODs are relevant, distinctive, and believable; 3) Differentiation strategies include product, personnel, channel, and image differences; 4) A product's life cycle progresses through emergence, growth, maturity, and decline stages as the market evolves. Proper marketing modifications and increasing sales volumes are needed over time.

1. TOP 10 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 8, 2011 http://annaguray06.blogspot.com

2. OUTLINE PODs and POPs Category Membership Desirability Criteria for PODs Deliverability Criteria for PODs Differentiation Strategies http://annaguray06.blogspot.com

3. OUTLINE Product Differentiation Claims of Product Life Cycles Marketing Program Modifications Ways to Increase Sales Volume Market Evolution Stages Summary http://annaguray06.blogspot.com

4. PODs are POINTS-OF-DIFFERENCE Concept 1: PODs STRONG, FAVORABLE & UNIQUE PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com

5. POPs are POINTS-OF-PARITY Concept 1: POPs SHARING FEATURES & BENEFITS + = = + + http://annaguray06.blogspot.com

6. Brand Membership is Important! Concept 2: Category Membership Announcing Category Benefits Comparing to Exemplars http://annaguray06.blogspot.com

7. Brand Membership is Important! Concept 2: Category Membership Relying on the Product Descriptor http://annaguray06.blogspot.com

8. Consumers’ Perspective Concept 3: Desirability Criteria for PODs Relevance.Distinctiveness.Believability RELEVANT? DISTINCTIVE? BELIEVABLE? http://annaguray06.blogspot.com

9. Company’s Perspective Concept 4: Deliverability Criteria for PODs FEASIBILITY COMMUNICABILITY SUSTAINABILITY http://annaguray06.blogspot.com

10. Create Differentiation! Concept 5: Differentiation Strategies PRODUCT PERSONNEL CHANNEL IMAGE http://annaguray06.blogspot.com

11. Differentiation increases sales! Product Form Features Performance Conformance Durability Reliability Reparability Concept 6: Product Differentiation HOW? http://annaguray06.blogspot.com

12. Differentiation is distinguishing a product from others Style Design Delivery Installation Customer Training Customer Consulting Maintenance Concept 6: Product Differentiation HOW? http://annaguray06.blogspot.com

13. How the market really works… Products have a limited life. Products sales pass through distinct stages. Concept 7: Claims of Product Life Cycles http://annaguray06.blogspot.com

14. How the market really works… Profits rise and fall. Products require different strategies. Concept 7: Claims of Product Life Cycles http://annaguray06.blogspot.com

15. How Product Managers can stimulate sales? Concept 8: Marketing Program Modifications PRICE CUT MORE OUTLETS MORE ADVERTISING MEANS http://annaguray06.blogspot.com

16. How Product Managers can stimulate sales? Concept 8: Marketing Program Modifications SALES PROMOTIONS GOOD SERVICES http://annaguray06.blogspot.com

17. How Product Managers can increase sales volume? Convert nonusers. Enter new market segments. Attract competitors’ customers. Have consumers use the product more often. Have consumers use the product in new ways. Concept 9: Ways to Increase Sales Volume http://annaguray06.blogspot.com

18. How the market evolves… Concept 10: Market Evolution Stages Stage 1: EMERGENCE Stage 2: GROWTH Stage 3: MATURITY Stage 4: DECLINE http://annaguray06.blogspot.com

19. STAGE 1: EMERGENCE Concept 10: Market Evolution Stages Need for a faster means of calculation Before the maket materializes, it exists as a latent market. http://annaguray06.blogspot.com

20. STAGE 2: GROWTH Concept 10: Market Evolution Stages If the product sells well, the firm enters the market IPHONES http://annaguray06.blogspot.com

21. STAGE 3: MATURITY Concept 10: Market Evolution Stages Eventually competitors cover and serve all the major market segments APPLE IPAD2 BB TABLET BB TORCH.IPHONE4 http://annaguray06.blogspot.com

22. STAGE 4: DECLINE Concept 10: Market Evolution Stages Societies total need level decreases or superior technology replaces the old DESKTOP LAPTOP TABLET http://annaguray06.blogspot.com

23. Brand Positioning is a MUST! Determine PODs and POPs. Convey Category Membership Follow the set criteria for PODs. Create Differentiation. Observe Product Life Cycles. Set a Powerful Marketing Program. Think of Ways to Increase Sales Volume. Observe how the market evolves. Summary http://annaguray06.blogspot.com