1. 9 Crafting the Brand Positioning

2. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-2 Chapter Questions  How can a firm develop and establish an effective positioning in the market?  How do marketers identify and analyze competition?  How are brands successfully differentiated?  What are the differences in positioning and branding with a small business?

3. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-3 What Is Positioning?

4. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-4 Competitive Frame of Reference  Identifying Competitors  Analyzing Competitors

5. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-5 Defining Associations Points-of-difference 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 Associations that are not necessarily unique to the brand but may be shared with other brands

6. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-6 Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. Associations that make up points-of-difference may be based on virtually any type of attribute or benefit. Strong brands may have multiple points-of-difference. Points-of-parity (POP) are attribute or benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in two basic forms: category and competitive. Category points-of-parity are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service category. Competitive points-of-parity are associations designed to overcome perceived weaknesses of the brand. A competitive point-of-parity may be required to either (1) negate competitors’ perceived points-of- difference or (2) negate a perceived vulnerability of the brand as a result of its own points-of-difference.

7. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-7 Point-of-Difference Criteria Desirable to consumer Deliverable by company Differentiating from competitors

8. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-8 Brand Mantras

9. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-9 Designing a Brand Mantra Communicate Simplify Inspire

10. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-10 Examples of Negatively Correlated Attributes and Benefits  Low-price vs. High quality  Taste vs. Low calories  Nutritious vs. Good tasting  Efficacious vs. Mild  Powerful vs. Safe  Strong vs. Refined  Ubiquitous vs. Exclusive  Varied vs. Simple

11. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-11 Differentiation Strategies

12. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-12 Means of Differentiation Employee Channel Image Services

13. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-13 Emotional Branding Strong culture Communication style Emotional hook

14. Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e. 9-14 For Review  How can a firm develop and establish an effective positioning in the market?  How do marketers identify and analyze competition?  How are brands successfully differentiated?  What are the differences in positioning and branding with a small business?