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? Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-2

What is Positioning? Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-3

Value Propositions Perdue Chicken More tender golden chicken at a moderate premium price Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-4

Competitive Frame of Reference Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-5

Table 10.2 Customer Ratings of Competitors Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-6

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 Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-7

Point-of-Difference Criteria Desirable Deliverable Differentiating Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-8

POP versus POD Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-9

Figure 10.1a Perceptual Map: Current Perceptions Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-10

Figure 10.1b Perceptual Map: Possibilities Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-11

Brand Mantras Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-12

Designing a Brand Mantra Communicate Simplify Inspire Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-13

Constructing a Brand Positioning Bull’s-Eye Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-14

Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-15

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 Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-16

Differentiation Strategies Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-17

Means of Differentiation Employee Channel Image Services Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-18

Emotional Branding Strong culture Communication style Emotional hook Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-19

Market Share, Mind Share, and Heart Share Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-20

Brand Narratives and Storytelling Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-21

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 10-22