MONASH STRATEGIC BRAND MANAGEMENT PROCESS

MARKETING

Weeks 1, 2 & 3

WEEK 3 Weeks 4 & 5

BRAND POSITIONING
Week 6

Weeks 7, 8 & 9

LEARNING OUTCOMES BRAND POSITIONING

At the conclusion of this online lesson you should be able
to:
1. Define brand positioning and the different positioning
strategies;
2. Identify the four components of brand positioning;
3. Define and distinguish between points of parity (POP)
and points of difference (POD); and
4. Define and describe core brand associations and brand
mantra.
§ CBBE provide a blue print for the steps in building a
strong brand
§ To put the CBBE into action we need to make several
strategic decisions
§ So how do we determine the desired brand meaning (or
position)?
§ Brand positioning is at the heart of the marketing strategy
Positioning is the act of designing the company’s offer and
image so that it occupies a distinct and valued place in
the target customers minds

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POSITIONING STRATEGIES POSITIONING: PERCEPTUAL MAPPING

§ Attributes § Perceptual mapping can be used to:

§ Competitors – show how (potential) customers view a company’s current or
potential offerings
§ Use or application
– show how customers view competitors' offerings
§ Price/quality
§ Product user
§ Product class
§ Cultural symbol

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HOW NOT TO DO PERCEPTUAL MAPPING

BRAND POSITIONING TARGET MARKET

§ Marketers need to know: ¡ Different consumers may have different brand knowledge
§ Who is the target consumer? structures
§ Who are the main competitors? ¡ Which brand associations should be strongly held,
favourable and unique?
§ In what way/s is the brand similar to competitors
(points of parity)
§ In what way/s is the brand different from competitors ¡ Market: set of all actual and potential buyers of a product
(points of difference)? ¡ Market Segmentation: dividing the market into distinct
groups of homogeneous consumers with similar needs
and wants

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SEGMENTATION BASES SEGMENTATION CRITERIA

§ Demographic ¡ Behavioural 1. Identifiably: can we easily identify the segment?

– Income – User status 2. Size: Is there adequate sales potential for this segment
– Age – User rate
3. Accessibility: Are distribution outlets and communication
– Sex – Usage occasion
media available to reach segment?
– Race – Brand loyalty
– Family – Benefits sought
4. Responsiveness: How favourable will the target market
respond to a tailored marketing program?
§ Geographic ¡ Psychographic
– International – Values, opinions and ¡ Overriding consideration - Profitability
– Regional attitudes
– Activities and lifestyles

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NATURE OF COMPETITION POINTS OF DIFFERENCE (POD) AND POINTS OF PARITY (POP)

§ Indirect Competition and Frame of Reference § POD’s

§ Do not define competition too narrowly § Strong, favourable, and unique brand associations
§ Performance (functional)
§ Can share abstract associations or benefits with
§ Image (abstract)
indirect competition
§ E.g., a luxury good with a strong hedonic benefit
like music equipment may compete as much with a § POP’s
vacation as with other durable goods like furniture § Brand associations not unique to the brand and shared with the
competition
§ Category
§ Competitive
§ While POPs may usually not be the reason to choose a brand,
their absence can certainly be a reason to drop a brand.

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§ POP § POD
– Swiss watchmaker – History and heritage
– Durable – Crown
– Fine materials – Exclusive
– Quality craftmanship – Premium price
– Accurate – Innovation
– Attractive – Distribution

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BRAND MANTRA DESIGNING THE BRAND MANTRA

§ A brand mantra is an articulation of the “heart and soul” of § Emotional modifier

the brand – how exactly does the brand provide benefits, and in what ways?
– primary emotional value (DeChernatony, 2011)

§ Three-to-five word phrase that captures the essence or § Descriptive modifier

spirit of the brand positioning and brand values. – clarifies the nature of the product or service
– target market (DeChernatony, 2011)

§ Considerations:
§ Brand function
§ Communicate: the category of the business to set the brand
boundaries and clarify what is unique about the brand – nature of the product or service or experiences or benefits the brand
provides
§ Simplify: Be simple, crisp, and vivid
– critical functional strength (DeChernatony, 2011)
§ Inspire: Stake out ground that is personally meaningful and
relevant

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DESIGNING THE BRAND MANTRA

Emotional Modifier Descriptive Modifier Brand Function

Authentic Athletic Performance

Fun Family Entertainment

Fun Folks Food

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