9

Crafting the Brand

Positioning
Which brands come to your mind
when you think of the following?
 Running nose/cold
 Muscle pain
 Quickly delivered tasty food with friends on a
Sunday
 Value for money car
 Celebrations

9-2
 DONE

What Is Positioning?

9-3
 DONE

Competitive Frame of Reference

 Identifying Competitors
 Analyzing Competitors

9-4
 DONE

Customer Ratings of Competitors

Which attribute should a new entrant in this market focus on?

9-5
 DONE

Defining Associations
Points-of-difference Points-of-parity
Attributes or benefits Associations that are
consumers strongly not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and with other brands
believe they could
not find to the same
extent with a
competitive brand

It’s definitely better than the rest It’s good enough for me! 9-6
 DONE

Point-of-Difference Criteria

Desirable to consumer

Deliverable by company

Differentiating from competitors

9-7
 DONE

POP versus POD

9-8
 DONE

9-9
 DONE

Figure 9.1a Perceptual Map:

Current Perceptions

9-11
 DONE

Figure 9.1b Perceptual Map:

Possibilities

9-12
 DONE

Examples of Negatively Correlated

Attributes and Benefits
 Low-price vs. High  Powerful vs. Safe
quality  Strong vs. Refined
 Taste vs. Low  Ubiquitous vs.
calories Exclusive
 Nutritious vs. Good  Varied vs. Simple
tasting
 Efficacious vs. Mild

9-13