10

Crafting the Brand Positioning

Marketing Management
Canadian Fourteenth Edition
Copyright 2013 Pearson Canada Inc.

10 - 1

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

2013 Pearson Canada Inc.

10 - 2

What is Positioning?
Positioning is the act of designing a companys offering and image to occupy a distinctive place in the minds of the target market.

Copyright

2013 Pearson Canada Inc.

10 - 3

Value Propositions
Butterball Turkey
Risk- and hassle-free cooking for anyone lacking time or confidence in preparing a weekday or holiday meal

Dominos
A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

Copyright

2013 Pearson Canada Inc.

10 - 4

Competitive Frame of Reference

The competitive frame of reference defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Copyright

2013 Pearson Canada Inc.

10 - 5

Table 10.2 Customer Ratings of Competitors

Copyright

2013 Pearson Canada Inc.

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
Copyright 2013 Pearson Canada Inc.

Points-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands

10 - 7

Point-of-Difference Criteria
Desirable to consumer Deliverable by the company Differentiating from competitors

Copyright

2013 Pearson Canada Inc.

10 - 8

POP versus POD

Copyright

2013 Pearson Canada Inc.

10 - 9

Figure 10.1a Perceptual Map: Current Perceptions

Copyright

2013 Pearson Canada Inc.

10 - 10

Figure 10.1b Perceptual Map: Current Perceptions

Copyright

2013 Pearson Canada Inc.

10 - 11

Brand Mantras
A brand mantra is an articulation of the heart and soul of the brand and is closely related to other branding concepts like brand essence and core brand promise. Brand mantras are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning.

Copyright

2013 Pearson Canada Inc.

10 - 12

Designing a Brand Mantra

Communicate

Simplify

Inspire

Copyright

2013 Pearson Canada Inc.

10 - 13

Constructing a Brand Positioning Bulls-Eye

Copyright

2013 Pearson Canada Inc.

10 - 14

Communicating Category Membership

Announcing category benefits Comparing to exemplars Relying on the product descriptor

Copyright

2013 Pearson Canada Inc.

10 - 15

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

Copyright

2013 Pearson Canada Inc.

10 - 16

Differentiation Strategies
A leverageable advantage is one that a company can use as a springboard to new advantages
Microsoft has leveraged its operating system to Microsoft Office and then to networking applications

For a brand to be effectively positioned, however, customers must see any competitive advantage as a customer advantage.
Copyright 2013 Pearson Canada Inc.

10 - 17

Means of Differentiation
Employee Channel

Image
Services

Copyright

2013 Pearson Canada Inc.

10 - 18

Emotional Branding
Strong culture

Communication style

Emotional hook

Copyright

2013 Pearson Canada Inc.

10 - 19

Market Share, Mind Share, and Heart Share

Copyright

2013 Pearson Canada Inc.

10 - 20

Brand Narratives and Storytelling

Narrative branding as based on deep metaphors that connect to peoples memories, associations, and stories. Narrative framework
Setting Cast Narrative arc Language

Copyright

2013 Pearson Canada Inc.

10 - 21

Branding Guidelines for Small Businesses

Creatively conduct low-cost marketing research. Focus on building one or two strong brands based on one or two key associations. Employ a well-integrated set of brand elements. Create buzz and a loyal brand community. Leverage as many secondary associations as possible.
Copyright 2013 Pearson Canada Inc.

10 - 22