10Crafting the Brand Positioning1

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*Chapter QuestionsHow 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-*

What is Positioning?Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*Value PropositionsPerdue ChickenMore tender golden chicken at a moderate premium priceDominosA good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

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Competitive Frame of ReferenceCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Table 10.2 Customer Ratings of CompetitorsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*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 brandPoints-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

Point-of-Difference CriteriaCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*DesirableDeliverableDifferentiating

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POP versus PODCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Figure 10.1a Perceptual Map: Current PerceptionsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Figure 10.1b Perceptual Map: PossibilitiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Brand MantrasCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Designing a Brand MantraCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*CommunicateSimplifyInspire

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Constructing a Brand Positioning Bulls-EyeCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*Conveying Category MembershipAnnouncing category benefitsComparing to exemplarsRelying on the product descriptor

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Examples of Negatively Correlated Attributes and BenefitsLow-price vs. High qualityTaste vs. Low caloriesNutritious vs. Good tastingEfficacious vs. MildPowerful vs. SafeStrong vs. RefinedUbiquitous vs. ExclusiveVaried vs. SimpleCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Differentiation StrategiesCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Means of DifferentiationCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*EmployeeChannelImageServices

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Emotional BrandingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*Strong cultureCommunication styleEmotional hook

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Market Share, Mind Share, and Heart ShareCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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Brand Narratives and StorytellingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

For ReviewHow 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-*

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-*

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