Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Crafting the Brand Position

Discussion Questions
1. How can a firm develop and establish an effective positioning in the market? 2. How do marketers identify and analyze competition? 3. How are brands successfully differentiated? 4. What are the differences in positioning and branding with a small business?
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Marketing Strategy

Segmentation

Targeting

Positioning

S T P
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Positioning
The act of designing a companys offering and image to occupy a distinctive place in the minds of the target market.

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Brand Positioning
Quality

Customer wants and needs

Brand A

Company capabilities Competitive actions

Price

E F B

D G C

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Value Proposition
What the brand is
What the brand could be

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Value Proposition Examples

Company (Product) Perdue (chicken) Volvo (station wagons) Dominos (pizza) Target Customers Quality-conscious consumers Key Benefit Tenderness Price Value Proposition Premium 10% More tender golden chicken at a moderate price The safest, most durable wagon in which your family can ride. A good hot pizza, delivered promptly to your door, at a moderate price.

Safety-conscious upscale families

Convenienceminded pizza lovers

Durability and safety

Delivery speed and good quality

20%

15%

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Brand Positioning
Frame of Reference

Points of parity / difference

Brand mantra

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Competitive Frame of Reference

Identifying Competitors Analyzing Competitors

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Points of Parity / Difference

Points of Parity POP

Points of Difference POD

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Choosing POPs and PODs

Brand Benefits

Brand Attributes
Reasons to believe Proof points

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Hypothetical Perceptual Map

(a) Current Perceptions

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Hypothetical Perceptual Map

(b) Possible Repositioning

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Brand Mantras
Nike authentic athletic performance Disney fun family entertainment

Brand Mantra Criteria:

Communicate Simplify Inspire

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Establishing Brand Positioning

Communicate
Internally Category Membership Category Benefits Compare to exemplars Product descriptor

Points of difference Points of parity

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Brand Positioning Bulls-eye

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Differentiation Strategies
Competitive Advantage
Sustainable Leverageable

Customer Advantage
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Means of Differentiation
Employees Channels Image

Services

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Emotional Branding Lovemarks

Mystery Sensuality Intimacy

Emotional
Rational
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Emotional Branding
Share of Market

Share of Mind

Share of Heart

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Emotional Branding

Market Share

Mind Share

Heart Share

2011 2012 2013 2011 2012 2013 2011 2012 2013 Competitor A Competitor B Competitor C 50% 30 20 47% 34 19 44% 37 19 60% 30 10 58% 31 11 54% 35 11 45% 44 11 42% 47 11 30% 53 8

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Alternative Positioning Approaches

Brand Narratives / Storytelling

Brand Journalism

Cultural Branding

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Small Business Positioning

Creative, low-cost research Focus on fewer, stronger brands Integrated brand elements Create buzz Build a brand community Secondary associations

Creativity
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