Post on 07-Apr-2015
Positioning Brands in CommunicationPositioning Brands in Communication
© 2010 Diederich Bakker
Brand Communication ManagementBrand Communication Management
8
Last Lecture
• Aaker’s Brand Identity System
• Use the learned terminology in classroom, assignments
Positioning
• “. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.” Philip Kotler
• In terms of marketing communication, locating a brand in the target audience‘s mind relative to competitors in terms of benefits (Percy Elliott, 2005)
Positioning
Brand
Competitors
Target Audience’sMind
Benefits
Communication
• Positioning: In terms of marketing communication, locating a brand in the target audience‘s mind relative to competitors in terms of benefits
Consumer Benefits Related to the Four Components of the Marketing Mix Percy Elliott, 2005
• Product– Must provide attributes that are seen as offering particular
benefits to the consumer
• Price– Must be seen within the context of a price-value relationship
• Place– Must provide convenient access to the product as well as a
positive store image
• Promotion– Will alert the consumer to potential benefits
Energizer Bunny
• Defining and communicating the competitive frame of reference– Who is the target consumer?
– Who are the main competitors
– How is the brand similar to these competitors
– How the brand is different from them
• Choosing and establishing points-of-parity and points-of-difference
Brand Positioning Guidelines
Motorola’s real point of difference
is “slim”
Note: co-branding: Motorola and
Verizon
Points of parity:
slimness
TOD’s - handcrafted
Volvic – Ingredients missing, health, wellbeing.Positioned against
cola
Positioning is like a ‘ladder in the mind. The top rung is the best’
Reis and Trout (2001)
Virgin Blue
Qantas
Jetstar
Number 1 Position
The Three Steps to Effective Brand PositioningPercy, Elliot, 2005
Options for Positioning Brands relative to Competitors
• User oriented positioning– User as ‚hero‘ is the benefit
– When social approval is primary motivation
• Product benefit oriented positioning– Product and its characteristics is hero (most
cases)
Different Aspects of a Benefit
• Attribute (a)– An objective component of a product/service
• Characteristic (c)– A subjective claim about a product/service
• Emotion (e)– A feeling associated with the product/service
Next Lecture
• Brand Communication Strategy