Brand Positioning & Values

Chapter 3

Target Market
Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo

Taxonomy of Users
Social or personality types Different wants and needs Identity profiles Health club users
Muscle Mike Stylin Susan Lookin Lucy Sweating Sam Zombie Zoe

Points of Difference & Parity

Difference Strong, favorable, unique Attribute or benefit Parity Shared with other brands Important for brand extensions

Competitive Positioning Strategy

Brand category focus Central Position - market leader, me-too

 Differentiated position - new feature, combo

Creative Positioning Strategy

Advertising focus
User as hero - social attributes; special TM

 Product as hero - brand benefit, brand character

Objective-based positioning
Brand awareness Prominent visuals

 Brand attitude Political focus

Purchase Motivation Strategy

Negative - informational Dental floss Positive - transformational Hair color

Means-End Chain: Toothpaste

Attributes Fluoride Generic Baking soda Mint No additives Benefits no cavities low cost whitening nice breath natural Value health economy beauty social ecology

Brand Mantra
Built upon core brand values Makes a core brand promise Heart and soul of brand 3-5 word phrases Generates spirit of the brand Helps position the brand

Mantra terms: Nike & Disney

Brand function - nature of product or service; performance, entertainment Descriptive modifier - specific functions; athletic performance, family entertainment Emotional modifier - how brand delivers benefits; authentic, fun

Your brand mantra

Brand function Descriptive modifier Emotional modifier

Positioning Politicians
Category Coffee Technology Auto Retail Fast food Campaign Bush Dunkin Donuts IBM Ford Kmart McDonalds Old Reliable Kerry Starbucks Apple BMW Target Subway Challenger

ZMAT
Read brand focus 9.0 Select a minimum or 12 images from magazines, photos, etc that represents your thoughts and feelings about your favorite brand Put the images together in a collage that communicates your subconscious thoughts and feelings about the brand Bring your collage to class with stories of how each visual feeling connects you to the brand