1

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?/ to place the
value in the customer’s mind

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 Value Propositions

 Perdue Chicken
 More tender golden chicken at a moderate

premium price/ the value tender golden

chicken.
 Domino’s
 A good hot pizza, delivered to your door

within 30 minutes of ordering, at a moderate

price/ the value is hot pizza.

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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 unique
associate with a to the brand but may
brand, positively be shared with other
evaluate, and believe brands
they could not find to
the same extent with a
competitive brand

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 Point-of-Difference Criteria
POD should be:

Desirable

Deliverable

Differentiating (differentiable)

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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 Bull’s-Eye

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 Conveying Category Membership

 Announcing category benefits/ to whom it is

beneficial.
 Comparing to exemplars/ compare with model.
 Relying on the product descriptor/ on the word
of mouth promoter.

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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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 Differentiation Strategies

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 Means of Differentiation/ not
necessarily to differentiate product.

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?

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 Marketing Strategies

 Segmentation
 Targeting
 Positioning

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 Identity and Image

 Identity: the way a company aims to identify or

position itself.
 Image: The way the public perceives the
company or its product.

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 Ways to increase sales volume

 Convert nonusers (attract new users)

 Enter new market segments
 Attract competitors’ customers
 Have consumers use the product on more
occasions
 Have consumers use more of the product on
each occasion
 Have consumers use the product in new ways
(for different purposes)

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 Marketing product Modifications

 Quality improvements (change materials)

 Feature improvements (change shape and size)
 Style improvements (change design)

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 Consumer desirability criteria for
the PODs
 Relevance (fit the consumer’s needs)
 Distinctiveness (Different from competitors)
 Believability (consumers believe in it)

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 Deliverability Criteria for the PODs
 Feasibility (can consumers recognize it)
 Communicability (can they practice it, or can
it be communicated to consumers)
 Sustainability (is it permanent)

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