OLEH :

1. ANDRE JULIO
2. JOE JESSICA
3.
4.
LAURENCE CAROLINE
LUCKY WIRADINATA
PHILIP KELVIN
5.
6.
PUTRI CHRISTINA H.
SANDRA DELAVEGA
KOTLER KELLER
7. YOPIANA AGATHA
8. YUSI MAGDALENA

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 What is Positioning ?

 Positioning is the act of designing the

company’s offering and image to
occupy a distinctive place in the mind of
the target market

2 1/1/2018
 Value Propositions

 Volvo
- The safest, most
durable wagon in
which your family can
ride

 Domino’s
- A good hot pizza,
delivered to your door
within 30 minutes of
ordering, at a
moderate price 1/1/2018

3
 Defining Associations

Points-of-difference Points-of-parity
(PODs) (POPs)
• Attributes or benefits • Associations that are
consumers strongly not necessarily unique
associate with a brand, to the brand but may
positively evaluate, and be shared with the
believe they couldn’t other brands.
find to the same extent
with a competitive
brand.

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Conveying Category
Membership

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Title and Content Layout with List
BRAND MANTRAS

THE BEST BRAND IS …… ?

Example :
DESIGNING A BRAND MANTRA

Communicate.
Simplify
Inspire

ESTABLISHING BRAND
POSITIONING
 Once they have determined the brand positioning
strategy, marketers should communicate it
teveryone in the organization so it guides their
words and actions. One helpful schematic to do so
is a brand-positioning bull’s-eye. Constructing a
bull’s-eye for the brand ensures that no steps are
skipped in its development. “Marketing Memo:
Constructing a Brand Positioning Bull’s-eye”
outlines one way marketers can formally express
brand positioning.A
 MEANS OF DIFFERENTIATION
 Employee
differentiation.
 Channel
differentiation.
 Image
differentiation. MEANS OF
 Services DIFFERENTIATION
differentiation.

 Mystery draws
together stories,
 Sensuality
 Intimacy
 BRAND NARRATIVES DAN
STORYTELLING

 the brand story in terms of words and metaphors,

 the consumer journey in terms of how consumers
engage with the brand over time and touch points where
they come into contact with it
 the visual language or expression for the brand
 he manner in which the narrative is expressed
experientially in terms of how the brand engages the
senses, and
 the role/relationship the brand plays in the lives of
consumers.
 Based on literary convention and brand experience, they
also offer the following framework for a brand story
(setting, cast,narattive and languenge)
BRAND JOURNALISM

CULTURAL BRANDING
1/1/2018