1. 10 Crafting the Brand Positioning

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?
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3. What is Positioning?
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4. 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
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5. Competitive Frame of Reference
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6. Table 10.2 Customer Ratings of Competitors
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7. 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
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8. Point-of-Difference Criteria
Desirable
Deliverable
Differentiating
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9. POP versus POD
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10. Figure 10.1a Perceptual Map: Current Perceptions
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11. Figure 10.1b Perceptual Map: Possibilities
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12. Brand Mantras
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13. Designing a Brand Mantra
Communicate
Simplify
Inspire
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14. Constructing a Brand Positioning Bull’s-Eye
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15. Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
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16. 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
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17. Differentiation Strategies
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18. Means of Differentiation
Employee
Channel
Image
Services
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19. Emotional Branding Strong culture Communication style Emotional hook
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20. Market Share, Mind Share, and Heart Share
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21. Brand Narratives and Storytelling
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22. 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?
Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall