Phillip Kevin Lane

Kotler • Keller
Marketing Management • 14e
Crafting the Brand Position
Marketing Strategy

Segmentation Targeting Positioning

S T P
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 Positioning
The act of designing a company’s
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
E
D Price
G

F C
B

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Value Proposition
What the
What the
brand
brand is
could be

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Value Proposition Examples

Company Price
Target Customers Key Benefit Value Proposition
(Product) Premium

Perdue Quality-conscious More tender golden chicken

Tenderness 10%
(chicken) consumers at a moderate price

Volvo The safest, most durable

Safety-conscious Durability
(station 20% wagon in which your family
upscale families and safety
wagons) can ride.
Delivery A good hot pizza, delivered
Domino’s Convenience-
speed and 15% promptly to your door, at a
(pizza) minded pizza lovers
good quality moderate price.

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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 Proof
to believe 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 Category Membership
• Category Benefits
• Compare to exemplars
Internally • Product descriptor

Points of difference

Points of parity

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Brand Positioning Bull’s-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

Love
• 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 50% 47% 44% 60% 58% 54% 45% 42% 30%
Competitor B 30 34 37 30 31 35 44 47 53
Competitor C 20 19 19 10 11 11 11 11 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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