Chapter 10kisi.deu.edu.tr/banu.atrek/MBA 5011 Strategic Marketing Management... · Chapter 10...

Copyright © 2016 Pearson Education Ltd. 10-1

Chapter 10

Crafting theBrand Positioning


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


Value proposition


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


Competitive Frameof Reference


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)


• POD criteria


Desirable

Deliverable

Differentiating


Method Cleaning ProductsSustainability, attractive and functional product design



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

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


• 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


CHOOSING SPECIFIC POPS AND PODS

– Perceptual map


BRAND MANTRAS

• Authentic Athletic Performance


BRAND MANTRAS

Communicate

Simplify

Inspire

Chapter 10kisi.deu.edu.tr/banu.atrek/MBA 5011 Strategic Marketing Management... · Chapter 10...

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