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Transcript of 10 Crafting the Brand Positioning 1. Copyright © 2011 Pearson Education, Inc. Publishing as...
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10Crafting the
Brand Positioning
1
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2
Chapter Questions
How can a firm develop and establish an effective positioning in the market?
How do marketers identify and analyze competition?
How are brands successfully differentiated? What are the differences in positioning and
branding with a small business?
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-3
Value Propositions
Perdue Chicken More tender golden chicken at a moderate
premium price Domino’s
A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
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Table 10.2 Customer Ratings of Competitors
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Brand Positioning Statement
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6
Defining Associations
Points-of-difference
Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Points-of-parity
Associations that are not necessarily unique to the brand but may be shared with other brands
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Point-of-Difference Criteria
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Desirable (Consumer)
Deliverable (Company)
Differentiating (competition)
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POD & POP
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Figure 10.1a Perceptual Map: Current Perceptions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-9
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Figure 10.1b Perceptual Map: Possibilities
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11
Group Exercise
With regards to your group project, highlight the POD and the POP.
Does it fits the POD criteria?
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Designing a Brand Mantra
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-12
Communicate
Simplify
Inspire
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-13
Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
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Examples of Negatively Correlated Attributes and Benefits
Low-price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe Strong vs. Refined Ubiquitous vs.
Exclusive Varied vs. Simple
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Means of Differentiation
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Employee
Channel
Image
Services