Positioning Techniques and Brand Positions

Positioning Techniques and Brand Positions Presentation Structure: What is Positioning? Point of Differentiation Positioning Statement Positioning Map

Positioning How your target market defines you in relation to your Competitors

Thought a Benefit by Customers Desired Position is: What makes you unique Thought a Benefit by Customers + Focus is standing out in a “noisy” market

Difference Competitive Advantage Unique Selling Proposition Extra Value Proposition

Point of Difference The most compelling and motivating benefit that the brand can deliver relative to competitor offerings Differentiation: increases margins increases customer loyalty reduces switching

Value Proposition The “core” value that you can deliver to the market 3 types of Value: Product Leadership Operational Efficiency Customer Intimacy

Proposition to Position Statement 4 elements: Target audience – description of core customer Frame of reference - brand category Benefit/Difference - compelling benefit Reason to Believe – proof of delivery

Positioning Statement For target audience, brand name is the frame of reference that delivers benefit because only brand is reason to believe E.g. For a business in Taiwan, LAB is the Training provider that delivers up-to-date, applied training because only LAB has the on-site Brand Training and Consultancy expertise.

Product Leadership Focus on Innovation and Development that aims to keep Brand always ahead of Competitors

Operational Excellence Focus is on Quality Value for Money

Customer Intimacy Focus is on: Customised solutions Depth of Value Extended Services

Positioning Differences Important – to target market Distinctive – compared to competition Superior – to other ways customer can get value Communicable – can be explained and communicated Preemptive – competitors cannot easily copy Affordable – buyers can pay for difference Profitable – to business

Positioning Strategies Product Features Customer Benefits Usage Directly against Away from Product class

Position Map A C B Variable 2 HI Variable 2 Variable 2 HI LO LO

Generic Positions

Position Map : Chocolate High Quality Belgian Milk Tray Roses Low Price High Fruit and Nut Mars Bar Low

Summary 1 Positioning is a technique for brand strategy development Considers both Customers and Competition Core is defining a point of Difference that matters to Customer

Summary 2 Positioning Statement sets the scene for decisions Positioning Map defines Competitive Position and Brand development