20130312 brand management chapter 4 iba 45 e
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Transcript of 20130312 brand management chapter 4 iba 45 e
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Brand Position Statement
§ Brand Name
§ Brand Consumer Benefit
§ Brand Personality
§ Product / Range / Description
§ Major Competitors
§ Target Consumers
§ Reasons to Believe the Benefit
§ Packaging
§ Advertising Property
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Evaluate your Brand Positioning Statement
§ Criteria for Evaluation Is it memorable? Does it focus on the core consumers? What picture does it portray in your mind – does that
picture stand out from rest of the competition? Does it enable the brand to grow? Can it sustain for next 5 years? Does this serve as a filter for making decisions about the
brand?
§ Tips: Follow the grammar, but be flexible Leave it, review it at a later date
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A Car is a Car … or is it?
Car Brands
§ Mercedes
§ BMW
§ Volvo
§ Toyota
What comes to your mind?
§ Prestige / Status
§ Power
§ Safety
§ Value for money
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The Cornerstone
§ The brand positioning statement is the single most important item in all of marketing.
§ It defines EVERYTHING about what your brand is to the consumer.
§ This is the most important thing I’ll teach you It’ll also help you in any function of your job This’ll help you bring ruthless focus in your life
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All Elements
§ Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing….
§ All work in unison to the beat of the brand positioning statement.
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Four Elements
§ Target Audience
§ Category
§ Compelling benefit
§ Reason to Believe (Kitchen Logic)
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Outline of a Brand Positioning Statement
§ <brand name> is a <product description> that helps <target customers> to fulfill their need of <need> because it has <reason to believe>
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WASHING AGENTS Category Positioning
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Dow Brand Positioning Statement For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!
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Positioning Concepts § Functional Positioning
Solve Problems Provide benefits to customers Get favorable perception by investors and lenders
§ Symbolic Positioning Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment
§ Experiential Positioning Provide sensory stimulation Provide cognitive stimulation
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TOOTHPASTE
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Crest Whitesrips Brand Positioning Statement For consumers ages 16-35, Crest Whitestrips whiten teeth five times better than the leading paint-on whitening gel. Thats because Crest’s gel-coated strips hold the peroxide on teeth longer, to whiten stains below the tooth surface.
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NOW IT’S YOUR TURN
1. Draft a Brand Positioning Statement For The Brand Shown
