Académique Documents
Professionnel Documents
Culture Documents
Brand Positioning
Brand positioning is the act of designing the company s offer and image so that it occupies a distinct and valued place in the target customer s minds.
Target Market
A market is the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product.
Market consist of all the consumers with sufficient motivation, ability and opportunity to buy the product.
Market Segmentation
Market segmentation divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior, and who thus require similar marketing mixes.
Model Segment
Based on consumer strength of commitment, model divides the consumer into four groups. Convertible
Shallow
Average
Entrenched
PODs can also be created on overall superior quality along with as low cost provider etc.
Category POPs
Category POPs are those associations that consumer view as being necessary to be a credible offering. Category POP may change overtime because of Technological advancement or because of consumer trends. Category POPs become especially critical when a brand launches a brand extension into a new category.
Competitive POPs
Competitive POPs are those associations that are designed to negate competitors PODs.
The preferred approach to positioning is to inform consumers of a brands membership before stating its point of difference in relationship to other category members.
At times attributes that make POP and POD are negatively correlated.
Create a detail mental map of a brand. Create categories of associations according to how they are related. Mental map Core brand values Brand mantra
Brand Mantras
An articulation of the heart and soul of the brand similar to brand essence or core brand promise.
Short three- to five-word phrases that capture
the irrefutable essence or spirit of the brand positioning and brand values .
Brand Mantras
Nike: Authentic Athletic Performance Disney: Fun Family Entertainment Ritz-Carlton: Ladies & Gentlemen Serving Ladies & Gentlemen
Brand Functions
Performance
Nike
Authentic
Disney
Fun
Family
Entertainment
Fun
Folks
Food
3.24
Brand Audit
A comprehensive examination of a brand involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage its equity .
It includes brand vision, mission, promise, values, position, personality, and performance.
Brand Audit
Importance of Brand Audits 1. Understand sources of brand equity. From the Firm Perspectives. From the Consumer Perspective. 2. Set strategic direction for the brand. 3. Recommend marketing program to maximize long term brand equity.
Brand Audit
Steps in Brand Audit
Background about the brand (self-analysis) Background about the industries Consumer analysis (trends, motivation, perceptions, needs, segmentation, behavior)