Brand Positioning & Values Chapter 3. Target Market Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo.

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Presentation transcript:

Brand Positioning & Values Chapter 3

Target Market Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo

Taxonomy of Users Social or personality types Different wants and needs Identity profiles Health club users –Muscle Mike –Stylin’ Susan –Lookin’ Lucy –Sweating Sam –Zombie Zoe

Points of Difference & Parity Difference Strong, favorable, unique Attribute or benefit Parity Shared with other brands Important for brand extensions

Competitive Positioning Strategy Brand category focus Central Position - market leader, me-too

Differentiated position - new feature, combo

Creative Positioning Strategy Advertising focus User as hero - social attributes; special TM

Product as hero - brand benefit, brand character

Objective-based positioning Brand awareness Prominent visuals

Brand attitude Political focus

Purchase Motivation Strategy Negative - informational Dental floss Positive - transformational Hair color

Means-End Chain: Toothpaste AttributesBenefitsValue Fluorideno cavitieshealth Genericlow costeconomy Baking sodawhiteningbeauty Mintnice breathsocial No additivesnaturalecology

Brand Mantra Built upon core brand values Makes a core brand promise Heart and soul of brand 3-5 word phrases Generates spirit of the brand Helps position the brand

Mantra terms: Nike & Disney Brand function - nature of product or service; performance, entertainment Descriptive modifier - specific functions; athletic performance, family entertainment Emotional modifier - how brand delivers benefits; authentic, fun

Your brand mantra Brand function Descriptive modifier Emotional modifier

Positioning Politicians CategoryBushKerry CoffeeDunkin DonutsStarbucks TechnologyIBMApple AutoFordBMW RetailKmartTarget Fast foodMcDonaldsSubway CampaignOld ReliableChallenger

ZMAT Read brand focus 9.0 Select a minimum or 12 images from magazines, photos, etc that represents your thoughts and feelings about your favorite brand Put the images together in a collage that communicates your subconscious thoughts and feelings about the brand Bring your collage to class with stories of how each visual feeling connects you to the brand