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10 Crafting the Brand Positioning

Chapter Questions

How 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?

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What is Positioning?

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Value Propositions

Perdue Chicken More tender golden chicken at a moderate premium price Dominos A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

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Competitive Frame of Reference

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Table 10.2 Customer Ratings of Competitors

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Defining Associations
Points-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 brand Points-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands

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Point-of-Difference Criteria
Desirable Deliverable Differentiating

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POP versus POD

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Figure 10.1a Perceptual Map: Current Perceptions

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Figure 10.1b Perceptual Map: Possibilities

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Brand Mantras

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Designing a Brand Mantra

Communicate

Simplify

Inspire

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Constructing a Brand Positioning Bulls-Eye

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Conveying Category Membership

Announcing category benefits Comparing to exemplars Relying on the product descriptor

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Examples of Negatively Correlated Attributes and Benefits

Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild

Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple

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Differentiation Strategies

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Means of Differentiation
Employee Channel Image Services

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Emotional Branding
Strong culture Communication style Emotional hook

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Market Share, Mind Share, and Heart Share

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Brand Narratives and Storytelling

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For Review

How 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

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