Professional Documents
Culture Documents
Brand is . . .
• . . . a promise by a company to
its customers that differentiates
its products and services over
time.
BRAND
Organizational
Brand Personality
Associations
PRODUCT Symbols
Country Scope
of Origin Attributes
Quality Brand-customer
Uses Relationships
User Imagery
Emotional
Self-Expressive Benefits
Benefits
Understanding the Brand Promise
The brand promise defines the customer’s expectations for the
experience.
Brand Positioning
“To position a
product/service in the
minds of consumers
relative to competitors”
Robbertson 2000
Positioning Levels
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
Target Market Segmentation
• Sensory segment
– Flavor and product
appearance
Flavor, Brightness
• Sociable
– Brightness of teeth
3 stripes, one for
• Worriers each of the 3 main
– Decay Prevention segments
• Proper positioning
• How?
– Communicate category benefits
– Compare your product to exemplars
– Rely on product descriptor
FOCUS OF POSITIONING
• Competition
• Product user
• Product class
• Cultural symbols
STEPS IN POSITIONING
• Identify Competitors.
• Determine most important attributes
consumers use in choosing a brand.
• Determine consumers’ perceptions of
competitors.
• Determine perceptions of your brand
• What is the ideal brand for your market
segments?
• Assess best positioning strategy
• Track image of brand over time
Brand Positioning
Brand Positioning
– Brand positioning is all about identifying the
optimal location in our customers’ minds for
our Brand and our competitors.
• Points of Parity?
• Desirable
• Deliverable
• Necessary
• Competitive
Nuts and Bolts
• How do I decide on my PODs and POPs?
• POPs
– Analysis of category
• What attributes do all of my competitors
have? I probably need to have those, or my
competitors automatically have a POD
• POPs get you included in category
• Two types
– Category: attributes that are required to
include your product as a member of that
category
– Competitive: POP that negate your
competitors PODs
1991
1985
1975
1971
• Affluence, exclusivity
• Fun to drive
• Affluence, exclusivity
• Fun to drive
• Fun to drive
• Economical
• International
• Desirability
Managerial issues
• Criteria for POD
– Desirability
• Must be Relevant
• Must be Distinctive
• Must be Believable
– Deliverability
• Feasibility
• Communicability
• Sustainability
Establish POP and POD in marketplace
• Point of Difference?
Relevant
Compelling
Believable
Deliverable
Difficult to attack
Point of Difference Questions….
• Target Audience
• Compelling benefit
Creative Leaps
Advertising Idea
Strategy / Positioning
Product
Consumer Understanding
Going From Strategy to Idea
Advertising Idea:
Some Definitions. . . Transforms the strategy
into a powerful,
motivating, and
consumer relevant
selling idea.
Brand Positioning
Provides the strategic
framework for how we
are going to
differentiate our brand
vs. competition.
Brand Positioning
Physical Positioning
• How a firm’s product compares to the
competition’s on some set of objective
physical characteristics
Perceptual Positioning
• How a firm’s product compares to the
competition’s on some set of subjective
characteristics
A brand can be positioned in
several ways:
• Benefit positioning.
• Target positioning.
• Price positioning.
• Positioning by distribution.
Similar concepts
• Unique Selling Proposition (USP; Reeves and
Bates)
– Advertisers should give a compelling reason to buy
a product that competitors could not match
• What component of the IBM reflects this?
• Sustainable Competitive Advantage (SCA)
• The advantage of delivering superior value in the
marketplace for a prolonged period of time
• Further, SCAs can result from any component of the
firm
– Similar to notion that Principle exists in every part of the firm
CONCLUSION….