Differentiation and Brand Positioning With Duane Weaver

Outline Brand Positioning Differentiation Marketer’s Brand Positioning Levers Brand Positioning Process Images source: http://www.brandsoftheworld.com (January 29, 2012)

Brand Positioning Place Brand occupies in customers’ minds as it relates to their needs and available competitors’ offerings and… Marketers’ decision making intended to create this position

Differentiation PHYSICAL POSITIONING e.g.: Ex. 7.2 limitation – physical alone does not give clear insight into “customers’ minds” positioning. PERPETUAL POSITIONING relates to “benefits provided”

Marketers’ Brand Positioning Levers Get into your teams and discuss examples of brands that you see competitively positioned. Provide a Brand example for each of the following levers that describes how they have established differentiation using that lever. Simple physical Complex physical Essentially abstract Price

Preparing Marketing Strategy Foundation Brand Positioning Process Identify relevant set of competitive products Identify determinant attributes Features Benefits Parentage Manufacturing process Ingredients Collect Data -- CUSTOMER PERCEPTIONS Analyze Current Brand Positions Positioning grid, Value Curve, Marketing Opportunities, Constraints Customers’ Most Preferred Combination of Attributes Consider Fit of Positions with Customer Needs and Segment Attractiveness Positioning Statement or Value Proposition to Guide Marketing Strategy Endorsements Comparison Proenvironment Price/quality (and any more trade-offs?)

THANK YOU FOR YOUR TIME Team Time – work on pitches FOCUS and PURPOSE CONTENT PRAGMATIC/SUCCINCT/PROFESSIONAL PRESENCE PRACTICE PLAN B and C