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Brand Positioning
– Brand positioning is all about identifying the
optimal location in our customers’ minds for our
Brand and our competitors
– Proper positioning makes it easier to facilitate
understanding of our Brand
Taken to its’ logical conclusion, you might
think of the Principle as an indicator of a
brand’s position
First Steps
The first step is to identify and establish
Brand positioning and brand values (Keller)
Positioning is the foundation for creating and
fostering the desired knowledge and
perceptions of your customers
– Remember our 3 types of associations in
memory?
– We can really only manage one (positive), can
respond to a second (negative), and have no
control over the third (idiosyncratic)
Proper Positioning
Proper positioning
– Clarifies what the Brand is all about
– How it is both unique and similar to competitive
brands
– Why customers should purchase and use the
Brand
Example: Pepsi One
Identifiability
– Can the segment be easily identified?
Size
– It is big enough to bother?
Accessibility
– Are distribution outlets and media available to us to reach
the segment?
Responsiveness
– How favorably will the segment respond to a tailored
marketing program? (this one is tough to quantify)
Segmentation Example
Original Tagline:
– 31 Flavors
100 M$ facelift in late 1990s
Expanded from Ice cream
– Frozen coffee drinks
– Fruit Smoothies
Perceived competitors
– Starbucks
– Jamba Juice
– TCBY
– (and still Dairy Queen)
Part 3: POP and POD
1985
1975
1971
• Affluence, exclusivity
• Fun to drive
• Affluence, exclusivity
• Fun to drive
• Fun to drive
• Economical
• International
21
• Desirability
Managerial Issues
– Deliverability
Feasibility
Communicability
Sustainability
Establish POP and POD in marketplace
Difficulty:
Many attributes that make up POP
and PODs are negatively opposed
– Low price vs. High quality
– Tastes Great vs. Less filling
Separate the attributes
Leverage equity in another entity
Redefine the relationship
Defining Values and Principle
Three components
– Emotional component (Comfortable)
– Descriptive modifier (Casual)
– Brand function (clothing)
Other Examples
– Nike: Authentic, Athletic Performance
– Fun Family Entertainment