Session 3:

Brand Positioning

Amalia E. Maulana, Ph.D

Binus Business School

1
 Brand Positioning
 Define competitive frame of reference
 Target market

 Nature of competition

 Define desired brand knowledge structures

 Points-of-parity

 necessary

 competitive

 Points-of-difference

 strong, favorable, and unique brand associations

2
 Issues in Implementing
Brand Positioning
 Establishing Category Membership
 Identifying & Choosing POP’s & POD’s
 Communicating & Establishing POP’s &
POD’s
 Sustaining & Evolving POD’s & POP’s

3
 Establishing Category Membership

 Product descriptor
 Exemplar comparisons

4
 Identifying & Choosing
POP’s & POD’s
 Desirability criteria (consumer perspective)
 Personally relevant

 Distinctive & superior

 Believable & credible

 Deliverability criteria (firm perspective)

 Feasible

 Profitable

 Pre-emptive, defensible & difficult to attack

5
 Tier-1 Strategy

 Segmenting
 Targeting
 Positioning
 Segmentation Bases

• Geographic location.
• Demographics.
• Psychographics.
• Behavior with regard to the product.
• Companies can combines bases, such as
geodemographics (geography and demographics).

8-6
Psychographic Segments

• User psychographics include:

– Personality: Traits (other-oriented / self-oriented)
and habits,
– Values: Deeply held convictions (religious beliefs),

– Lifestyle: Non-product-related behavior

– Activities: (playing sports or eating out),

– Interests: Attitudes and beliefs people hold.

– Opinions:
 Segmentation Bases and Examples of Related Variables

Bases Geographics Demographics Psychographics Behavior

Identifying / City Age Activities Benefits

Profiling County Income Interests sought
Variable State Gender Opinions Usage level
Examples Region Education Personality Brand
Country Ethnicity Values loyalty
User status
 Behavior Segments

• Two common segmentation variables are benefits sought and

product usage.
– Online shopper can be bargain hunters or convenience
shoppers.
– Marketers often segment by light, medium and heavy
product usage.

©2006 Prentice Hall 8-16

 Usage Segments

• Marketers can segment according to how consumers

use the Internet.
– Home vs. work access
– Access speed
– Preferred receiving device
– Time spent online
– Industry specific usage

©2006 Prentice Hall 8-17

 Home and Work Access

Segmentation by access point is important because the needs are

different:

• Home:
– 80% of home users have slow connection speeds, making large graphics
and other files undesirable on sites frequented from home.
– A small but growing number of households have more than one PC and
are networking them within the home.

• Work:
– 42 million U.S. users access the Internet from work.
– People spend nearly twice as much overall time online than those who
access only from home.
– The audiences in all countries are much more heavily male.

©2006 Prentice Hall

 Bases for Segmentation
 Behavioristic Segmentation
 Usage (user vs non-user; heavy vs light)
 Loyalty (brand switchers, own brand loyal, competitor’s brand loyal, etc)
 Geographic Segmentation
 State - region - country - climate
 Demographic Segmentation
 Age - sex - family status - education
- occupation - income - social class.
 Purchase Context
 PLC, Sub groups,. Purchase roles , external influences
 Personality
 Tendencies and Traits
 Psychographic Segmentation
 Values - personality traits - lifestyles.
 Emotional States
 motives, attitudes, feelings

13
 Some Emerging Marketing Demographic
and Cultural Subsets

 Baby Boomers • Retirees

 Gen X • Metrosexuals
 Gen Y
 Tweens

14
© Michael Ryan
 Positioning Elements

 Can be ‘product focus’ or ‘user focus”

 Can focus on consumer benefits or product
attributes
 positioning specific ingredients
 charted by perceptual mapping

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Benefits: Rational vs Emotional
 Rational:
 Denim
 Double stitching
 Shrink to fit
 Button fly
 Emotional:
 American
 Freedom
 Sexual
 Rebellion

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 Perceptual Map Example
(Rational benefits/product attributes)
High quality
BMW

Holden
Commodore
Inexpensive Expensive

Hyundai Excel

Low quality
17
 Perceptual Map Example
(Emotional benefits/product values)
Extraverted

VW

BMW

Inclusive Holden Exclusive

Commodore

Volvo
Intraverted
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 USP: The Unique Selling Proposition -
reflecting the attribute in brand
communication

 Benefit
 Buy this product and you'll benefit this way or
enjoy this reward.
 Unique
 Should be unique to this brand or claim;
something rivals can't or don't offer.
 Potent
 The promise must be strong enough or
attractive enough to move people.

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 Positioning Statement
A simple positioning statement is contained within the
campaign brief to guide the creative and media
development….

To ………..(the target audience)

……………..is the brand of …...(product category)

- that offers………...(brand attributes/benefits)

Or
-that specially made for the them (user imagery)

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 Sustaining & Evolving
POP’s & POD’s
 Core Brand Values &
Core Brand Proposition

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 Core Brand Values

 Set of abstract concepts or phrases that characterize the

5-10 most important dimensions of the mental map of a
brand.
 Relate to points-of-parity and points-of-difference
 Mental Map  Core Brand Values  Brand Mantra

22
 Brand Mantras

 A brand mantra is an articulation of the

“heart and soul” of the brand.
 Brand mantras are short three to five word
phrases that capture the irrefutable essence or
spirit of the brand positioning and brand values.
 Nike
 Authentic Athletic Performance
 Disney
 Fun Family Entertainment

23
 Positioning Statement

To ………..(the target audience)

……………..is the brand of …...(product category)

- that offers………...(brand attributes/benefits)

Or
-that specially made for them (user imagery)

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