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Phillip
Kevin Lane
Discussion Questions
1. How can a firm develop and establish an effective positioning in the market? 2. How do marketers identify and analyze competition? 3. How are brands successfully differentiated? 4. What are the differences in positioning and branding with a small business?
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Marketing Strategy
Segmentation
Targeting
Positioning
S T P
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Positioning
The act of designing a companys offering and image to occupy a distinctive place in the minds of the target market.
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Brand Positioning
Quality
E F B
D G C
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Value Proposition
What the brand is
What the brand could be
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20%
15%
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Brand Positioning
Frame of Reference
Brand mantra
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Brand Attributes
Reasons to believe Proof points
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Brand Mantras
Nike authentic athletic performance Disney fun family entertainment
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Differentiation Strategies
Competitive Advantage
Sustainable Leverageable
Customer Advantage
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Means of Differentiation
Employees Channels Image
Services
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Emotional
Rational
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Emotional Branding
Share of Market
Share of Mind
Share of Heart
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Emotional Branding
Market Share
Mind Share
Heart Share
2011 2012 2013 2011 2012 2013 2011 2012 2013 Competitor A Competitor B Competitor C 50% 30 20 47% 34 19 44% 37 19 60% 30 10 58% 31 11 54% 35 11 45% 44 11 42% 47 11 30% 53 8
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Brand Journalism
Cultural Branding
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Creativity
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