Copyright © 2016 Pearson Education Ltd. 10-1

Chapter 10

Crafting theBrand Positioning

Copyright © 2016 Pearson Education Ltd. 10-2

Developing a Brand Positioning

• Positioning– The act of designing a

company’s offering and image to occupy a distinctive place in the minds of the target market

– Value proposition

Copyright © 2016 Pearson Education Ltd. 10-3

Value proposition

Copyright © 2016 Pearson Education Ltd. 10-4

Competitive Frameof Reference

• Competitive frame of reference– Defines which other brands a brand competes

with and which should thus be the focus of competitive analysis

– Identifying and analyzing competitors

Copyright © 2016 Pearson Education Ltd. 10-5

Competitive Frameof Reference

Copyright © 2016 Pearson Education Ltd. 10-6

Points-of-Differenceand Points-of-Parity

• Points-of-difference (PODs)– Attributes/benefits that

consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

Apple(design, ease-of-use)

Energizer(longest lasting battery)

Louis Vuitton(most stylish handbags)

Nike(performance, innovative technology, and winning)

Copyright © 2016 Pearson Education Ltd. 10-7

• POD criteria

Points-of-Differenceand Points-of-Parity

Desirable

Deliverable

Differentiating

Copyright © 2016 Pearson Education Ltd. 10-8

Method Cleaning ProductsSustainability, attractive and functional product design

Copyright © 2016 Pearson Education Ltd. 10-9

Points-of-Differenceand Points-of-Parity

• Points-of-parity (POPs)– Attribute/benefit associations that are not

necessarily unique to the brand but may in fact be shared with other brands

Copyright © 2016 Pearson Education Ltd. 10-10

• POP forms

Points-of-Parity

Category• attributes or benefits that consumers view as essential

• necessary—but not sufficient—conditions for brand choice

Correlational• negative associations arising from positive associations of a brand

(price vs. quality; easy to use vs. Having advanced features )

Competitive• associations designed to overcome perceived weaknesses of the

brand in light of competitors’ point of difference

Copyright © 2016 Pearson Education Ltd. 10-11

CHOOSING SPECIFIC POPS AND PODS

– Perceptual map

Copyright © 2016 Pearson Education Ltd. 10-12

Copyright © 2016 Pearson Education Ltd. 10-13

BRAND MANTRAS

• Authentic Athletic Performance

Copyright © 2016 Pearson Education Ltd. 10-14

BRAND MANTRAS

Communicate

Simplify

Inspire

Copyright © 2016 Pearson Education Ltd. 10-15