Post on 26-Aug-2014
10Crafting the
Brand Positioning
1
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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?
What is Positioning?
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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
Competitive Frame of Reference
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Table 10.2 Customer Ratings of Competitors
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Defining AssociationsPoints-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
Point-of-Difference Criteria
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Desirable
Deliverable
Differentiating
POP versus POD
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Figure 10.1a Perceptual Map: Current Perceptions
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Figure 10.1b Perceptual Map: Possibilities
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Brand Mantras
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Designing a Brand Mantra
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Communicate
Simplify
Inspire
Constructing a Brand Positioning Bull’s-Eye
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Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
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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Differentiation Strategies
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Means of Differentiation
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Employee
Channel
Image
Services
Emotional Branding
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Strong culture
Communication style
Emotional hook
Market Share, Mind Share, and Heart Share
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Brand Narratives and Storytelling
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For Review
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?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-22