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10Crafting the
Brand Positioning
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2
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?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-3
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
Table 10.2 Customer Ratings of Competitors
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-4
Brand Positioning Statement
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-5
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6
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
Point-of-Difference Criteria
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-7
Desirable (Consumer)
Deliverable (Company)
Differentiating (competition)
POD & POP
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Figure 10.1a Perceptual Map: Current Perceptions
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Figure 10.1b Perceptual Map: Possibilities
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-10
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11
Group Exercise
With regards to your group project, highlight the POD and the POP.
Does it fits the POD criteria?
Designing a Brand Mantra
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Communicate
Simplify
Inspire
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Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
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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Means of Differentiation
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Employee
Channel
Image
Services
