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Brand Positioning Points of parity and Points of difference Determine Core Brand Values and the Brand
Define competitive frame of reference Target Market segmentation bases can be Descriptive / customer-oriented (kind of a person) and
Rational for descriptive segmentation involves behavioral considerations also (children for sweets as they are heavy users) Demographic segmentation advantages media vehicles demographics are well known
But Data bases and innovative media has reduced its importance
easily determined 2. Size adequate sales potential 3. Accessibility distribution outlets, media availability 4. Responsiveness how favorably they will respond
Nature of Competition
TM implicitly defines competition (they consider other brands / that other have targeted them) Important not to be too narrow in defining competition
Competition at the benefit rather than the attribute level (furniture / stereo)
Other issues can also determine the nature of competition distribution channel
Define desired brand knowledge structures Points of Difference a strong, favorable, unique associations (USP in an ad)
Based on any type of attribute or benefit association CBBE broadly classifies them in terms of
Functional / performance related considerations Performances attributes cheese singles Performance benefits user friendly Mac Abstract / imagery related considerations Superior quality Low cost provider Could be based on business practices HR policy
Consumers must evaluate it positively believe that the same cannot be found in competition
It must be a sustainable competitive advantage (SCA) ability to deliver superior value for a prolonged period of time
Major Challenges in Positioning - find compelling & impactful points-of-difference (MacMillan & McGrath, HBR, 97)
How do people become aware of their need for your product
and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for?
Define desired brand knowledge structures Points of Parity associations shared with other brands come in 2 basic forms 1. Category points of parity
Define desired brand knowledge structures Points of Parity associations shared with other brands come in 2 basic forms 2. Competitive points of parity
Define desired brand knowledge structures Points of Parity versus Points of Difference
Brand must be perceived as good enough on a particular attribute to achieve a point of parity (even if it is not as equally good)
There is a zone or a range of tolerance or acceptance with POP
Positioning is a often
achieving a competitive POP clear superiority
Activity
1.
the brand competes Competing in different categories results in different frames of reference, POPs, PODs Communicate membership to indicate the
category (Dove)
First inform about the brand membership Then state PODs (different campaigns may be needed)
Straddle position - brand may straddle 2 points of reference (to reconcile conflicting consumer goals) PODs and POPs must be credible to be considered a legitimate player.
2. Identifying & Choosing POP s & POD s - Create POP s and POD s in the face of
Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement
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A positioning must be
One, two or three words, phrases or sentences about your brand that you want to imprint in the heads of key stakeholders .
So clear, so succinct, and so powerful that once launched, it begins to move people toward your new evolving brand
All about identifying the optimal place of a brand and its competitors in the consumer s mind Maximizing company potential benefit The compass that guides marketing strategy
THE POSITIONING STATEMENT DRAWS ON THE STRONGEST ASSETS OF THE BRAND S EQUITY
Clarifies what brand is all about Uniqueness/Point of Difference Why consumers should BUY & USE
WHO are you going to give this positioning to? WHO are you going to market your product to? Are all consumers created equal? WHAT do they want and need What CONSUMER INSIGHT is your positioning based on?
3. Communicating & Establishing POP s, PODs Communication of Category Membership 3 ways to communicate 1. Communicate category benefits, (provide supporting rationale 2. Compare to exemplars (note worthy brands) 3. Product descriptors to follow brand name
Critical with new technology products
Communication of Category Membership 3 approaches to increasing levels of communication effectiveness (but also levels of difficulty)
1. Separate the attributes 2 different launch campaigns (each devoted to a different attribute / benefit)
Expensive and does not address the issue head on
2. Leverage equity of another entity use celebrities, other brands, event 3. Re-define the relationship from negative to positive convince them that the relationship is positive by providing a different perspective - a convincing story is necessary
3. Communicating & Establishing POP s, POD s Update Positioning over time 2 main issues
1. Deepen the meaning of the brand - tap into
core brand values or other abstract considerations - laddering 2. React to competitive challenges that threaten an existing positioning - reacting
3. Communicating & Establishing POP s, POD s Update positioning over time 2 main issues
1. Deepen the meaning of the band through Laddering
Deepen POD by creating benefit and value associations Nike innovation for peak performance. How to do this ..
Explore underlying motivations of consumer to uncover relevant associations - Maslow s hierarchy Means-end-chain model - to uncover higher level meaning of brand characteristics (attribute benefits values)
As a brand gets associated with more products and moves up the product hierarchy the brand meaning becomes more abstract while the POPs and PODs exist in the minds of the consumer
3 reactions
4. Defining and Establishing Brand Values Core Brand Values and Brand Proposition
Set of abstract associations, attributes and benefits
that characterize the 5-10 most important dimensions of the mental map of a brand.
Serves as the basis of the positioning Identified through a structured process Mental Map - salient brand associations and responses of the TM (beliefs, attitudes, feelings, images, experiences) Core Brand Values Brand Mantra - an articulation of the heart and soul of the brand -core promise. (Short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values).
4. Defining and Establishing Brand Values Brand Mantra what the brand is (implicitly what it is not) Designing it broken down into 3 terms nature of products, benefits, experiences (concrete or abstract term for high order benefits) 2. Descriptive modifier the business function (combined 1 & 2 delineate the brand boundaries) 3. Emotional modifier qualitative nature of what the brand does
1. Brand function term
Important for a number of reasons 1. Signals importance of brand to the organization 2. Employees and marketers understand its management
A memorable shorthand for crucial considerations of the brand that must be kept salient / TOM
4. Defining and Establishing Brand Values Brand Mantra other note worthy points
implementation
Call for inputs from employees, marketing staff Following considerations must come into play Communicate define category of business, the boundaries, and USP Simplify - memorable, short, crisp and vivid (sometimes more words may be necessary) Inspire employees and stake out ground that is personally meaningful & relevant also to consumers
The meaning underlying the mantra has to be articulated so that it is not misinterpreted
1. Establish Category
Membership
entity Refine the relationship of conflicting attributes Update positioning over time
Deepen the brand meaning React to competitive action
(consumer perspective)
Personally relevant Distinctive & superior Believable & credible
perspective)
promise
core
Brand charters