1

10
Crafting the
Brand Positioning
 ▪ Kindly read the notes below for better
understanding of each slide

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 Chapter Questions

▪ How can a firm develop and establish an

effective positioning in the market?
▪ How do marketers identify and analyze
competition?
▪ How are brands successfully differentiated?
▪ What are the differences in positioning and
branding with a small business?

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 What is Positioning?
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
market.

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 Value Propositions

▪ Perdue Chicken
▪ More tender golden chicken at a moderate
premium price
▪ Domino’s
▪ A good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate
price

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 Competitive Frame of Reference
A business/product could have many competitive frames of references.
For Eg, Mcdonalds competition could another fast food chain when
consumers look at it as a provider of fast food. But Mcdonalds
competition could also be starbucks when consumers think of
Mcdonalds as a place where they could sit and meet friends.

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 Table 10.2 Customer Ratings
of Competitors

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 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

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 Point-of-Difference Criteria

Desirable

Deliverable

Differentiating

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 POP versus POD

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 Figure 10.1a Perceptual Map:
Current Perceptions

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 Figure 10.1b Perceptual Map:
Possibilities

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 Brand Mantras

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 Designing a Brand Mantra

Communicate

Simplify

Inspire

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 Constructing a
Brand Positioning Bull’s-Eye

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 Conveying Category Membership

▪ Announcing category benefits

▪ Comparing to exemplars
▪ Relying on the product descriptor

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 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

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 Differentiation Strategies

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 Means of Differentiation

Employee

Channel

Image

Services

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 Emotional Branding

Strong culture

Communication style

Emotional hook

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 Market Share, Mind Share,
and Heart Share

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 Brand Narratives and Storytelling

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 For Review

▪ How can a firm develop and establish an

effective positioning in the market?
▪ How do marketers identify and analyze
competition?
▪ How are brands successfully differentiated?
▪ What are the differences in positioning and
branding with a small business?

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-23