This document provides guidance on establishing an effective brand positioning strategy. It discusses identifying target customers and competitors, as well as determining points of parity and points of difference between a brand and its competitors. The key aspects of positioning a brand are defining who the target market is, who the main competitors are, how the brand is similar to and different from competitors, and consistently communicating these messages. Effective positioning establishes a distinct and valued place for a brand in customers' minds.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
This presentation includes segmentation based shopper behavior and pantaloons case study. It defines the shopping behavior of consumers in an pantaloons store.
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
As Michael Eisner, former CEO of Disney once said, “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
The power of branding goes beyond a logo. It makes a distinctive promise to the marketplace and to its team members, drives a unique and compelling image and supports development of critical competencies that allow the organization to deliver on the promise now and and in the future.
Learn the four steps in developing a strong brand.
For more a case study on how Creating Results has helped clients develop their brand, visit http://www.creatingresults.com/index.cfm/menu/page/stub/North-Hill-Brand-Identity.
Authors Todd Harff, Rebecca Donato, Robert E. Snyder. Presented at LeadingAge Annual Meeting, October 2012.
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.
A one-day workshop presentation on marketing tactics to support a higher return on sales efforts, presented in Salem, Oregon by Job Growers and Chemeketa Center for Business and Industry. Presented by Jennifer Larsen Morrow of Creative Company.
Learn about:
What audiences are looking for
How to frame an audience persona
How to communicate more effectively
The difference between features and benefits
Why to focus on "What's in it for me?"
How to find your "wow!"
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
This presentation includes segmentation based shopper behavior and pantaloons case study. It defines the shopping behavior of consumers in an pantaloons store.
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
As Michael Eisner, former CEO of Disney once said, “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”
The power of branding goes beyond a logo. It makes a distinctive promise to the marketplace and to its team members, drives a unique and compelling image and supports development of critical competencies that allow the organization to deliver on the promise now and and in the future.
Learn the four steps in developing a strong brand.
For more a case study on how Creating Results has helped clients develop their brand, visit http://www.creatingresults.com/index.cfm/menu/page/stub/North-Hill-Brand-Identity.
Authors Todd Harff, Rebecca Donato, Robert E. Snyder. Presented at LeadingAge Annual Meeting, October 2012.
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
This was a presentation provided to the Canadian Security Association (CANASA) association members 2019. It focused on the importance of branding and how your story porvides strategic differentiation and ultimately determines your personal and organizational success.
Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brands are authentic and consistent with the organisation's identity.
A one-day workshop presentation on marketing tactics to support a higher return on sales efforts, presented in Salem, Oregon by Job Growers and Chemeketa Center for Business and Industry. Presented by Jennifer Larsen Morrow of Creative Company.
Learn about:
What audiences are looking for
How to frame an audience persona
How to communicate more effectively
The difference between features and benefits
Why to focus on "What's in it for me?"
How to find your "wow!"
Brand building is the very core of any brand. Build your brand by right targeting & segmentation. We also share some essential tips to keep in mind for great branding.
Brand Positioning is the most important term in the area of branding. Making position of company either leader, Challenger, Nicher, & almost at all distinctive qualities are prime part of business in any company.
Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution.
regards
Rajesh Kumar
Marketing Head
JR Infotech
www.jrinfotech.com
Prof: IMT-CDL(DIMS)
This is step by step brand creation process which we use in Huee. Every step is related with workshops, meeting, there is a lot of research, discussion and data, but in general this is the scope of brand creation we follow.
All process is supported by Design Thinking wokrshops.
Presented for the Rocklin Chamber of Commerce as part of their Business Excellence Series. This presentation focused on:
- What branding is
- Steps in Creating Your Brand
- Brand Marketing Strategies
- Online Brand Management
- Offline Brand Management
Relational branding – A New Paradigm for Modeling Marketplace Effects of CBRBlackBar Consulting
Presented by keynote speaker Max Blackston at Susan Fournier's Consumer Brand Relationships conference on May 17,2013 at Simmons College in Boston Mass.
Measuring Sources of Brand Equity
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 (25th April 2014)
Brand positioning isn't just a logo. It's researching your target audience, understanding the value of what you do, and then articulating that both verbally and visually.
Consider the questions offered, find answers, and then act!
This presentation explores branding from the viewpoint of social media. The scenario is how to document a social media strategy that encapsulates branding strategy and content marketing.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
3. Get the thoughts aligned
Posit
Iden%fying
and
establishing
points
of
parity
and
points
of
difference
to
establish
the
right
brand
iden%ty
and
brand
image.
4. Basic Concepts
Unique,
meaningful
points
of
difference
provide
a
compe%%ve
advantage
and
“reason
why”
consumers
should
buy
the
brand.
“no
reason
why
not”
5. Get to the heart of your Brand!
• Brand
Posi,oning:
is
at
the
heart
of
marke,ng
strategy.
It
is
the
‘act
of
designing
the
company’s
offer
and
image
so
that
it
occupies
a
dis,nct
and
valued
place
in
the
target
customer’s
minds.
•
Posi%on
=
Loca%on
(finding
proper
loca%on
of
the
product
in
the
consumer’s
minds)
6. Differentiate
How
is
it
diferent?
Why
should
consumers
buy
and
use
it?
7. So Marketers need to know…
1.
2.
3.
4.
Who
the
target
consumer
is?
Who
the
main
compe%tors
are?
How
the
brand
is
similar
to
these
compe,tors?
How
the
brand
is
different
from
them?
8. Who are you targeting?
• Market:
is
the
set
of
all
actual
and
poten,al
buyers
who
have
sufficient
interest
in,
income
for,
and
access
to
a
product.
• Market
Segmenta,on:
divided
the
market
into
dis,nct
groups
of
homogeneous
consumers
who
have
similar
needs
and
consumer
behavior.
9. Segmentation Bases
• Descrip%ve
or
customer-‐oriented:
what
kind
of
person
or
organiza,on
the
customer
is
• Behavioral
or
product-‐oriented:
how
the
customer
thinks
of
or
uses
the
brand
or
product
11. Consumer Segmentation Bases
Behavioral
User
status
Usage
rate
Usage
loca,on
Brand
loyalty
Benefit
sought
Demographic
Income
Age
Sex
Race
Family
• Psychographic
– Value,
opinions,
and
aTtudes
– Ac,vi,es
and
lifestyle
• Geographic
• Interna,onal
• regional
12. Business-to-business Segmentation Bases
Nature
of
good
Kind
Where
used
Type
of
buy
Buying
condi,on
Purchase
loca,on
Who
buys
Type
of
buy
• Demographic
– SIC
code
– Number
of
employees
– Number
of
produc,on
workers
– Annual
sales
volume
– Number
of
establishments
14. Few Examples
Ex:
Toothpaste
1. The
sensory
segment:
seeking
flavor
and
product
appearance
2. The
sociable:
seeking
brightness
of
teeth
3. The
worriers:
seeking
decay
preven,on
4. The
independent
segment:
seeking
low
price
17. How the brand is similar to these competitors?
How the brand is different from them?
• Points
of
parity:
associa,ons
that
are
not
unique
to
the
brand
but
may
be
shared
with
other
brands.
• Points
of
difference:
aributes
or
benefits
that
consumers
strongly
associate
with
a
brand
and
they
believe
that
they
could
not
find
from
a
compe,,ve
brand
18. Positioning Guidelines
• Designing
and
communica,ng
the
compe,,ve
frame
of
reference
– To
determine
category
membership
– Which
products
does
the
brand
complete?
– Different
categories
will
lead
to
different
points
of
parity
and
points
of
difference
– Ex:
PDA
–
smart
phone,
laptop,
palm
– Ex:
Coca
cola
–
so_
drink,
carbonated
drink,
general
beverage
– Ex:
Kellogg’s
Corn
Flakes
–
cereal,
snack,
morning
meal
19. Positioning Guidelines
• Choosing
points
of
difference
– Desirability
criteria
• Relevance
• Dis,nc,veness
• Believability
– Deliverability
criteria
• Feasibility
• Communicability
• Sustainability
• Establishing
Points
of
Parity
and
Points
of
Difference
– Separate
the
aributes
– Leverage
equity
of
another
en,ty
– Redefine
the
rela,onship
20. Move with time
• Upda,ng
posi,oning
over
,me
– Laddering:
how
to
deepen
the
meaning
of
the
brand
to
tap
into
core
brand
associa,ons
or
more
abstract
considera,ons
– Reac,ng:
how
to
respond
to
compe,,ve
challenges
that
threaten
an
exis,ng
posi,oning
• Do
nothing
• Go
on
the
defensive
• Go
on
the
offensive
21. Do it …to know it!
• Pick
2
big
brands
in
the
same
category
• Evaluate
the
posi,oning
of
each
brand.
– Who
are
the
target
markets?
• Who
and
how?
– What
are
their
main
points
of
parity
and
points
of
difference?
• Both
performance
and
imagery
– Have
they
defined
their
posi,oning
correctly?
– How
might
it
be
improved?
22. Defining and Establishing , Brand Mantras
Core
Brand
Associa,ons:
are
those
abstract
associa,ons
that
characterize
the
5
to
10
most
important
aspects
or
dimensions
of
a
brand.
They
can
serve
as
the
basis
of
brand
posi,oning
in
terms
of
how
they
create
points
of
parity
and
points
of
difference.
23. Create a mental map
• Create
mental
map:
all
salient
brand
associa,ons
and
responses
for
a
par,cular
target
market.
• Group
brand
associa,ons
into
related
categories
with
descrip,ve
labels
24. Sample
of
a
mental
map
trendsetter
popular
changing
mainstream
trusting
original
Real and genuine
leader
MTV
informative
For me
Fun and entertaining
music
lifestyle
young
Live and immediate
connected
interactive
Hip and cool
Irreverent and rebellious
25. Points that impact
• Music
• Interac,vity
– What’s
hot
and
what’s
new
• Credibility
– Expert,
trus,ng,
reality
• Personality
– Irrelevant,
hip,
cool
• Accessibility
– Relevant,
for
everyone
– Connected
and
par,cipatory
• Community
– Share
experience
• Spontaneity
– Up
to
the
minute,
immediate
• Originality
– Genuine,
crea,ve
• Fluidity
– Always
changing
and
evolving
26. Brand Mantras
Heart
&
Soul
Core
brand
promise
Similar
to
brand
essence
3
–
5
words
that
captures
spirit
of
the
brand
Ex:
McDonald’s
brand
philosophy:
“Food,
Folks
and
Fun”
27. Designing Brand Mantras
• What
the
brand
is
and
what
is
not!!!
– Brand
func,on:
nature
of
product,
benefits
the
brand
provides
ex:
Nike
–
performance
ex:
Disney
-‐-‐
entertainment
– Descrip,ve
modifier:
further
clarifies
its
nature
ex:
Nike
–
athle,c
(not
just
typical
performance)
ex:
Disney
-‐-‐
family
– Emo,onal
modifier:
provide
another
qualifier,
how
exactly
does
the
brand
provide
benefits
and
in
what
ways?
ex:
Nike
–
Authen,c
ex:
Disney
-‐-‐
fun
28. Articulate your brand
• Communicate:
a
good
brand
mantra
should
both
define
the
category
of
business
to
set
the
brand
boundaries
and
clarify
what
is
unique
about
the
brand
• Simplify:
an
effec,ve
bran
mantra
should
be
memorable,
short,
vivid
• Inspire:
the
brand
mantra
should
also
stake
out
ground
that
is
personally
meaningful
and
relevant
to
as
many
employees
and
possible
29. Want
to
learn
more
write
to
us
at
info@unspunmarke%ng.com