Brand Positioning Define competitive frame of reference

Target market Nature of competition

Define desired brand knowledge structures Points-of-parity

necessary competitive

Points-of-difference strong, favorable, and unique brand

associations

Issues in Implementing Brand Positioning

Establishing Category Membership Identifying & Choosing POP’s & POD’s Communicating & Establishing POP’s &

POD’s Sustaining & Evolving POD’s & POP’s

Establishing Category Membership

Product descriptor Exemplar comparisons

Identifying & Choosing POP’s & POD’s

Desirability criteria (consumer perspective) Personally relevant Distinctive & superior Believable & credible

Deliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible & difficult to attack

Major Challenges in Positioning Find compelling & impactful points-

of-difference (MacMillan & McGrath, HBR, ‘97) How do people become aware of their need for

your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your

product or service? What happens when your product or service is

delivered? How is your product installed? How is your product or service paid for?

Major Challenges in Positioning Find compelling & impactful points-

of-difference (cont.) How is your product stored? How is your product moved around? What is the consumer really using your product

for? What do consumers need help with when they

use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of

or no longer used?

Communicating & Establishing POP’s & POD’s Create POP’s and POD’s in the face of

attribute & benefit trade-offs Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement

Strategies to Reconcile Attribute & Benefit Trade-Offs Establish separate marketing programs Leverage secondary association (e.g., co-

brand) Re-define the relationship from negative to

positive

Sustaining & EvolvingPOP’s & POD’s

Core Brand Values &Core Brand Proposition

Core Brand Values

Set of abstract concepts or phrases that characterize the 5-10 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

Brand Mantras

A brand mantra is an articulation of the “heart and soul” of the brand. Brand mantras are short three to five word

phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

Nike Authentic Athletic Performance

Disney Fun Family Entertainment