Brand Positioning and Values

Where we have been

Where we have been

Identifying and establishing Brand
Positioning

Identifying and establishing Brand

Positioning
Brand Positioning

Brand Positioning
First Steps

First Steps
Proper Positioning

Proper Positioning
Example: Pepsi One

Example: Pepsi
One
Pepsi One Brand Conveyors: Then and
now

Pepsi One Brand  Full flavored, healthy

Conveyors: Then alternative to regular
cola
and now
 “Only one has it all”
 “True cola taste, one
calorie”
 “Tastes like regular
cola”
 Celeb: Tom Green
In order to Position a Brand…

In order to Position a Brand…

Target Market Segmentation

Target Market Segmentation

Toothpaste Segmentation

Toothpaste
Segmentation
Flavor, Brightness

3 stripes, one for

each of the 3 main
Decay Prevention segments
Target Market Segmentation

Target Market Segmentation

Advantages of demographic
segmentation

Advantages of demographic
segmentation
Criteria for a Segment

Criteria for a Segment

Segmentation Example

Segmentation Example
The Competition

The Competition
Baskin-Robbins Competitive analysis

Baskin-Robbins
Competitive
analysis
Part 3: POP and POD

Part 3: POP and POD

Part 3: POP and POD

Part 3: POP and POD

Similar concepts

Similar concepts
 POP AND POD: BMW over the
years
1991
1985
1975
1971
• Affluence, exclusivity
• Fun to drive
• Affluence, exclusivity
• Fun to drive

• Fun to drive
• Economical
• International
21• Desirability
Managerial Issues

Managerial Issues
Sneaky psychology sidebar -
Exemplars

Sneaky psychology sidebar -

Exemplars
Ways to convey category membership
(cont): Comparison to Exemplars

Ways to convey category membership

(cont): Comparison to Exemplars
Nuts and Bolts

Nuts and Bolts

Managerial issues

Managerial issues
Establish POP and POD in marketplace

Establish POP and POD in

marketplace
Defining Values and Principle

Defining Values and Principle

Principles a la Keller: What makes a
good Principle?

Principles a la Keller: What makes a

good Principle?