Marketing Management

Tanveer Kabir
Lecturer: East West University
MBA, IBA, University of Dhaka
BBA, IBA, University of Dhaka
Chapter 10

Crafting the Brand Positioning

 What is Positioning?

Act of designing a company’s offering and image

to occupy a distinctive place in the minds of the
target market.
 What is Positioning?

CAR BRANDS WHAT COMES TO MIND

Mercedes Prestige/Luxury/Status
BMW Power/Speed
Volvo Safety
Different Positioning of Brands Selling Products of
the Same Category

DEODORANT
 What is Positioning?

A useful measure of the effectiveness of the organization’s

positioning is the brand substitution test
 Positioning & Value Proposition
Proper Positioning Results in a creation of a successful
customer-focused value proposition.

SEE TABLE 10.1

 Steps to Develop Effective Positioning

Step 3: Creating a brand

Step 1: Choosing a Step 2: Identifying the
mantra summarizing the
Competitive Frame of optimal points-of-parity
positioning and essence
Reference and points-of-difference
of the brand
 Step 1:

Choosing a Competitive Frame of Reference

Step 1 Step 2 Step 3

 A competitive frame of reference defines which other
brands a brand competes with and which should thus be the
focus of competitive analysis.

Step 1 Step 2 Step 3

 Identifying Competitors

A good starting point in defining a competitive frame of

reference for brand positioning is category membership –
the product or sets of products with which a brand competes
and that function as close substitutes

Step 1 Step 2 Step 3

 Analyzing Competitors

A company needs to gather information about each

competitor’s real and perceived strengths and weaknesses

[See Table: 10.2]

Step 1 Step 2 Step 3

 Step 2:

Identifying Potential Points-Of-Difference

(PODs) and Points-Of-Parity (POPs)

Step 1 Step 2 Step 3

Identifying Potential Points-Of-Difference (PODs)
and Points-Of-Parity (POPs)

POINTS-OF-DIFFERENCE (PODs) are attributes or benefits that

consumers strongly associate with a brand, positively
evaluate and believe they could not find to the same extent
with a competitive brand

Step 1 Step 2 Step 3

 Identifying Potential Points-Of-Difference (PODs)
and Points-Of-Parity (POPs)

In order for a brand association to be considered a POD, it

must be:
• Desirable to consumer
• Deliverable by the company
• Differentiating from competitors

Step 1 Step 2 Step 3

Identifying Potential Points-Of-Difference (PODs)
and Points-Of-Parity (POPs)

POINTS-OF-PARITY (POPs) are attribute or benefit

associations that are not necessarily unique to the brand but
may in fact be shared with other brands

Step 1 Step 2 Step 3

 Points of Difference VS Points of Parity
LOCAL EXAMPLE:

Vs

Step 1 Step 2 Step 3

 TAKEOUT MOLLIKA SNACKS
POINTS OF DIFFERENCE
Hygienic Kitchen Atmosphere Wide Variety of Items on the Menu
Free Wi-Fi Rooftop Seating Arrangement
POINTS OF PARITY
Good Seating Capacity for Customers
Fast Service
Beverages are available

Step 1 Step 2 Step 3

 Perceptual Maps

For choosing specific benefits as POPs and PODs to position a

brand, perceptual maps maybe useful.

Perceptual maps are the visual representations of consumer

perceptions and preferences.

Step 1 Step 2 Step 3

 Perceptual Maps - Example
Perceptual Map of Watch Brands:

Source: http://eaa126430.blogspot.com/2011/03/perceptual-map-of-watch.html
 Step 3:

Creating a BRAND MANTRA summarizing the

positioning and essence of the brand

Step 1 Step 2 Step 3

 Brand Mantra

A Brand Mantra is a three to five word articulation o the

heart and soul of the brand. It is an encapsulation of brand
positioning.

Step 1 Step 2 Step 3

 Brand Mantra

A good Brand Mantra should Communicate, Simplify & Inspire…

Step 1 Step 2 Step 3

Brand Mantra - Examples