10 Crafting the Brand Positioning 1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 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.
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
Figure 10.1a Perceptual Map: Current Perceptions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-4
Figure 10.1b Perceptual Map: Possibilities Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-5
Differentiation Strategies Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6
Means of Differentiation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Employee Channel Image Services
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-8 Personnel Differentiation: Singapore Airlines
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9 Channel Differentiation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Image Differentiation
Market Share, Mind Share, and Heart Share Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11