Chapter

10
Crafting the
Brand Positioning

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 Developing a Brand Positioning
• Positioning
– The act of designing a
company’s offering and
image to occupy a
distinctive place in the
minds of the target
market
– Value proposition

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Value proposition

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 Competitive Frame
of Reference
• Competitive frame of reference
– Defines which other brands a brand competes
with and which should thus be the focus of
competitive analysis
– Identifying and analyzing competitors

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Competitive Frame
of Reference

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 Points-of-Difference
and Points-of-Parity
• Points-of-difference
(PODs)
– Attributes/benefits that
consumers strongly
associate with a brand,
positively evaluate,
and believe they could
not find to the same
extent with a
competitive brand
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 Points-of-Difference
and Points-of-Parity
• POD criteria

Desirable

Deliverable

Differentiating

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 Points-of-Difference
and Points-of-Parity
• Points-of-parity (POPs)
– Attribute/benefit associations that are not
necessarily unique to the brand but may in
fact be shared with other brands

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 Points-of-Difference
and Points-of-Parity
• POP forms

Category

Correlational

Competitive

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 Pop vs. pod
• Multiple Frames of
Reference

• Straddle Positioning

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 Points-of-Difference
and Points-of-Parity
• Choosing specific
POPs and PODs
– Competitive
advantage
– Means of
differentiation
– Perceptual map
– Emotional
branding
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 Points-of-Difference
and Points-of-Parity
• Brand mantras

Communicate

Simplify

Inspire

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 Establishing a Brand Positioning
• Communicating category membership

Announcing category benefits

Comparing to exemplars

Relying on product descriptor

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Brand-positioning
bull’s-eye

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 Communicating
POPs and PODs
• Negatively correlated attributes/benefits

ü Low price vs. high quality

ü Taste vs. low calories
ü Powerful vs. safe
ü Ubiquitous vs. exclusive
ü Varied vs. simple

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 MONITORING COMPETITION
• Variables in assessing
potential competitors
– Share of market
– Share of mind
– Share of heart

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 ALTERNATIVE APPROACHES
TO POSITIONING
• Brand narratives and
storytelling
– Setting
– Cast
– Narrative arc
– Language
• Cultural branding

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 Positioning/Branding
for A Small Business
• Find compelling product
performance advantage
• Focus on building one or two
strong brands based on one or
two key associations
• Encourage product trial in any
way possible
• Develop cohesive digital
strategy to make the brand
“bigger and better”
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• Create buzz and a loyal brand
community
• Employ a well-integrated set
of brand elements
• Leverage as many secondary
associations as possible
• Creatively conduct low-cost
marketing research
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