9

Crafting the Brand

Positioning
 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?

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-2
the United States edition of Marketing Management, 14e.
What Is Positioning?

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-3
the United States edition of Marketing Management, 14e.
Value Propositions

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-4
the United States edition of Marketing Management, 14e.
Competitive Frame of Reference
 Identifying Competitors
 Analyzing Competitors

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-5
the United States edition of Marketing Management, 14e.
Table 9.2 Customer Ratings
of Competitors

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-6
the United States edition of Marketing Management, 14e.
 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

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-7
the United States edition of Marketing Management, 14e.
Point-of-Difference Criteria

Desirable to consumer

Deliverable by company

Differentiating from competitors

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-8
the United States edition of Marketing Management, 14e.
POP versus POD

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-9
the United States edition of Marketing Management, 14e.
Figure 9.1a Perceptual Map:
Current Perceptions

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-10
the United States edition of Marketing Management, 14e.
Figure 9.1b Perceptual Map:
Possibilities

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-11
the United States edition of Marketing Management, 14e.
Brand Mantras

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-12
the United States edition of Marketing Management, 14e.
Designing a Brand Mantra

Communicate

Simplify

Inspire

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-13
the United States edition of Marketing Management, 14e.
Constructing a
Brand Positioning Bull’s-Eye

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-14
the United States edition of Marketing Management, 14e.
 Conveying Category Membership
 Announcing category benefits
 Comparing to exemplars
 Relying on the product descriptor

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-15
the United States edition of Marketing Management, 14e.
 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

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-16
the United States edition of Marketing Management, 14e.
Differentiation Strategies

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-17
the United States edition of Marketing Management, 14e.
Means of Differentiation

Employee

Channel

Image

Services

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-18
the United States edition of Marketing Management, 14e.
Emotional Branding

Strong culture

Communication style

Emotional hook

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-19
the United States edition of Marketing Management, 14e.
Market Share, Mind Share,
and Heart Share

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-20
the United States edition of Marketing Management, 14e.
Brand Narratives and Storytelling

Elements of narrative branding

•Brand story
•Consumer journey
•Visuals
•Engaging the Senses
•Role in Consumer Life

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-21
the United States edition of Marketing Management, 14e.
 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 © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 9-22
the United States edition of Marketing Management, 14e.