1. MARKETING MANAGEMENT 13th edition10
Crafting the Brand
Positioning
Kotler Keller

2. Marketing Strategy
Segmentation
Targeting
Positioning

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

4. Choosing a Positioning Strategy
Step 1. Identifying Possible Competitive Advantages
Step 2. Selecting the Right Competitive Advantage
Step 3. Communicating and Delivering the Chosen Position

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

6. Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability

7. Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability

8. 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

9. Developing and Communicating a Positioning Strategy
Positioning: How many ideas to promote?
Unique selling proposition
Four major positioning errors
Underpositioning
Overpositioning
Confused positioning
Doubtful positioning

10. Differentiation Strategies
Product
Personnel
Channel
Image

11. Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance

12. Identity and Image Identity: The way a company aims to identify or
position itself
Image:
The way the
public perceives
the company or its
products