Brand Positioning Pertemuan 9 Mata kuliah: J Produk dan Merk Tahun: 2010

Outline Membangun dan Mengkomunikasikan Brand Positioning Nilai Brand Positioning Positioning Guidelines Brand Mantra

Identifying and Establisihing Brand Positioning Basic Concepts: The CBBE models describes the general process by which marketers should build brand knowledge structure to create brand equity How marketer might determine desired brand meaning or positioning

Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

Brand Positioning Is at the heart of marketing strategy. It is “the act of designing the company’s offer and image so that it occupies a district and valued palace in the target’s customer minds. Marketer needs to know: Who the target consumer is Who the main competitor are How the brand is similar to these competitors How the brand is different from them

Target Market Identfying the target market Defining and segmenting a market Choosing target market segments  Market: Is the set of actual and potential buyers who have sufficient interset in, income for, and access to a product  Market segmentation: Devide the market into distinct

Positioning

Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.

Defining Associations Points-of-difference (PODs) 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 (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands

PODs and POPs

Conveying Category Membership Announcing category benefits Comparing to exemplars Relying on the product descriptor

POD’s Definition: Are attributes or benefits that consumer strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand.

POP’s On other hand,are not neccesarily unique to the brand but may in fact be shared with other hands. Types: Category & Competitive  Category points: Represent neccesary but not neccesarily sufficient – conditions for brand choice  Competitive points: Are those associations designed to negate competitor’s point of difference

Choosing POD’S Desirability Criteria: (Relevance, Disctinctiveness, Believibility) Deliverability Criteria: (Feasibility, Communicability, Sustainability)

Brand Mantra Brand mantra is an articulation of the “heart and soul” of the brand, a short three to five word phrase that capture the irrefutable essence or spirit of the brand positioning. Designing Brand Mantra : Brand function Descriptive modifier Emotional Modifier

Consideration: Communicate  Should be define the category of business to set the brand boundaries and clarift what is unique about the brand Simplify  A brand mantra should be memorable Inspire  Should also stake out ground that is personally meaningfull and relevant to as many employess as possible.