Strategic brand management

BRAND POSITIONING

Positioning guidelines

Use PODs & POPs as a effective tool for positioning

Starting point in defining a competitive frame of reference for a brand positioning is to determine category membership

For highly established products category membership is not a focal issue. Ex- coca cola

There are many situations in which it is important to inform consumers of a brand’s category membership. Perhaps the most important is the introduction of new product

Positioning guidelines

PDA (personal digital assistants) were launched they could have been positioned as either a computer accessory or as a replacement for an appointment book. The failure to define ‘Category membership’ was one of the reason of failure of the product.

Positioning guidelines

Sometimes consumers know a brand's category membership but may not be convinced the brand is a true.

Consumers are aware that Sony produces computers, but may not be certain whether Sony computers are in the same class as Dell, HP and Lenovo

Positioning guidelines

The preferred approach to positioning is to inform consumers of brand’s membership before stating its POD in relationship to other category members

For new products, separate marketing programs are generally needed to inform consumers of membership prior to one that states a point of difference.

Brands with greater resources can develop concurrent marketing programs, one of which features membership and the other the POD

Efforts to inform consumers of membership and POI in the same ad, however are often not effective

Positioning guidelines

There are three different ways brand’s category membership can be conveyed Communicating category benefit: (New

washing machine with powerful motor- just to create POP)

Using Exemplars: associating to well known brand (ITC using well known actress for new product)

Using product descriptor:: Product descriptor follows the brand (Videocon washing machine, Tata namak, Scooty)

Positioning guidelines

Choosing Point of Difference Two important consideration in choosing PODs are

Consumer should find POD desirable (desirability) Consumers belief about delivery by the company

(deliverability) Desirability criteria

Relevance Distinctiveness Believability

Deliverability criteria Feasibility Communicability Sustainability

Positioning guidelines

Updating positioning over time: With established brands, competitive forces

often dictate shifts in positioning strategy over time

1. Laddering:1. Deepening the meaning of the brand to tap

new core brand associations

2. Reacting1. Responding to competitive challenges that are

threatening already established product

Defining and Establishing Brand Mantras

In some cases brands span multiple product categories and therefore may have multiple distinct-yet related positioning

As brand evolves and expand across categories, marketers will want to define a set of core brand associations to capture the important dimensions of the brand meaning and what the brand represents

Core brand associations are those abstract associations (attributes and benefits) that characterize the 5 to 10 most important aspects or dimensions of a brand

Defining and Establishing Brand Mantras

To identify core brand associations marketers should create a mental map

To create mental map ask consumers their top-of-the-mind brand associations (When you think of this brand, what comes to your mind?)

Defining and Establishing Brand Mantras: MENTAL Map Mtv

04/08/2023

11

OriginalReal & genuine

For me

Fun and entertaining

Young

Hip & cool

Irreverent & rebellious

Popular

Interactive

Connected

Live & Immediate

Music

Informative

Trusting

Mainstream

Leader

Popular

Trendsetter

Changing

Defining and Establishing Brand Mantras: MENTAL Map Mtv

04/08/2023

12

Next marketers group brand associations into related categories with descriptive levels to find CORE BRAND ASSOCIATIONS

MusicWhat’s hot and what’s new

CommunityShared experience (literally and talk value)

CredibilityExpert, Trusting, Reality

ModernHip-cool

PersonalityIrreverent, Hip-cool

SpontaneityUp-to the-minuteImmediate

AccessibilityRelevant, for for everyone

OriginallyGenuine, creative

InteractivityConnected and participatory

FluidityAlways changing and evolving

Defining and Establishing Brand Mantras

Brand mantra is an articulation of the ‘heart and soul’ of the brand, a short three-to-five-word phrase that captures the irrefutable essence or sprit of the brand positioning

It is similar to ‘brand essence’ or ‘core brand promise’

Purpose of Brand mantra is to ensure that all employees and external marketing partners understand what the brand most fundamentally is to represent to consumers, so they can adjust their actions accordingly

Defining and Establishing Brand Mantras

Brand mantra are powerful devises. They can provide guidance about what products to introduce under the brand, what ad campaigns to run and where and how the brand should be sold. It may guide other decisions like look of the reception area and the way employees answer the phone

Brand mantras create a mental filter to screen out brand-inappropriate marketing activities or actions of any type that may have a negative bearing on customers’ impression of the brand

Defining and Establishing Brand Mantras

Brand mantra Nike: Authentic- Athletic- Performance Disney: Fun-Family-Entertainment

Internal branding

Internal branding is making sure that members of the organization are properly aligned with the brand and what it represents

Positioning the brand Internally Use your employees as your

ambassadors for the brand Using B2E (business-to-employee)

program