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10
Crafting the
Brand Positioning
 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?

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 What is Positioning?

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 Value Propositions
Perdue Chicken
More tender golden chicken at a moderate

premium price
Dominos
A good hot pizza, delivered to your door

within 30 minutes of ordering, at a moderate

price

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 Competitive Frame of Reference

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 Table 10.2 Customer Ratings
of Competitors

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 Defining Associations
Points-of-difference Points-of-parity
Attributes or benefits Associations that are
consumers strongly not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and with other brands
believe they could
not find to the same
extent with a
competitive brand

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 Point-of-Difference Criteria

Desirable

Deliverable

Differentiating

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 POP versus POD

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 Figure 10.1a Perceptual Map:
Current Perceptions

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 Figure 10.1b Perceptual Map:
Possibilities

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 Brand Mantras

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 Designing a Brand Mantra

Communicate

Simplify

Inspire

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 Constructing a
Brand Positioning Bulls-Eye

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 Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor

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 Examples of Negatively Correlated
Attributes and Benefits
Low-price vs. High Powerful vs. Safe
quality Strong vs. Refined
Taste vs. Low Ubiquitous vs.
calories Exclusive
Nutritious vs. Good Varied vs. Simple
tasting
Efficacious vs. Mild

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 Means of Differentiation

Employee

Channel

Image

Services

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 Emotional Branding

Strong culture

Communication style

Emotional hook

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 Market Share, Mind Share,
and Heart Share

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 Brand Narratives and Storytelling

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 For Review
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 2012 Pearson Education 10-21