Phillip Kevin Lane

Kotler • Keller
Marketing Management
 1 0
er
pt
ha
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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

S T P
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 e d
fin
De 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

Price
• Competitive actions
D
E
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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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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 . 2
1 0
r e
iF gu Hypothetical Perceptual Map
(a) Current Perceptions

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 . 1
1 0
r e
iF gu Hypothetical Perceptual Map
(b) Possible Repositioning

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 Brand Mantras
Nike – “authentic athletic performance”

Disney – “fun family entertainment”

Brand Mantra Criteria:

1. Communicate – It should define the category of business for the
brand and set the boundaries. Should state what is unique about the
brand.
2. Simplify – It should be memorable; short, crisp, and vivid in meaning.
3. Inspire – It should be personally meaningful and relevant to as many
employees as possible.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 24
 Establishing Brand Positioning
Communicate Category Membership
• Category Benefits
• Compare to exemplars
Internally • Product descriptor

Points of
difference
Points of parity

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Differentiation Strategies
Competitive Advantage

Sustainable Leverageable

Customer Advantage

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Means of Differentiation

Goods/Service
Employees
Channels
Image
Services

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Emotional Branding
Share of Mind Share of Heart
Share of Market

Share of market—The competitor’s share of the target market.

Share of mind—The percentage of customers who named the
competitor in responding to the statement, “Name the first
company that comes to mind in this industry.”
Share of heart—The percentage of customers who named the
competitor in responding to the statement, “Name the company
from which you would prefer to buy the product.”
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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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Small Business Positioning
• Creative, low-cost research
• Focus on fewer, stronger brands
• Integrated brand elements
• Create buzz
• Build a brand community
• Secondary associations

Creativity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 24