1. Brand Positioning & Values Chapter 3

2. Target Market Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo

3. Taxonomy of Users Social or personality types Different wants and needs Identity profiles Health club users –Muscle Mike –Stylin’ Susan –Lookin’ Lucy –Sweating Sam –Zombie Zoe

4. Points of Difference & Parity Difference Strong, favorable, unique Attribute or benefit Parity Shared with other brands Important for brand extensions

5. Competitive Positioning Strategy Brand category focus Central Position - market leader, me-too

7. Differentiated position - new feature, combo

9. Creative Positioning Strategy Advertising focus User as hero - social attributes; special TM

12. Product as hero - brand benefit, brand character

15. Objective-based positioning Brand awareness Prominent visuals

17. Brand attitude Political focus

19. Purchase Motivation Strategy Negative - informational Dental floss Positive - transformational Hair color

20. Means-End Chain: Toothpaste AttributesBenefitsValue Fluorideno cavitieshealth Genericlow costeconomy Baking sodawhiteningbeauty Mintnice breathsocial No additivesnaturalecology

21. Brand Mantra Built upon core brand values Makes a core brand promise Heart and soul of brand 3-5 word phrases Generates spirit of the brand Helps position the brand

22. Mantra terms: Nike & Disney Brand function - nature of product or service; performance, entertainment Descriptive modifier - specific functions; athletic performance, family entertainment Emotional modifier - how brand delivers benefits; authentic, fun

23. Your brand mantra Brand function Descriptive modifier Emotional modifier

24. Positioning Politicians CategoryBushKerry CoffeeDunkin DonutsStarbucks TechnologyIBMApple AutoFordBMW RetailKmartTarget Fast foodMcDonaldsSubway CampaignOld ReliableChallenger

25. ZMAT Read brand focus 9.0 Select a minimum or 12 images from magazines, photos, etc that represents your thoughts and feelings about your favorite brand Put the images together in a collage that communicates your subconscious thoughts and feelings about the brand Bring your collage to class with stories of how each visual feeling connects you to the brand