Crafting the Brand Positioning

Brand Identity and Brand Image

Brand Positioning

“To position a product/service in the minds of consumers relative to competitors”

Ries and Trout

A ‘reason to be’

“The brand has to be distinctive, relevant and appealing to its target audience”

Robbertson 2000

Positioning Levels By attribute - Omo , Dove, Volvo

By price/quality - Mr Price, Woolworths

By use/application

By product user - Diesel, Chivas Regal

By competitor - Avis, e-tv

By cultural symbols - Castrol, Sasol, Vodacom

Source of Motivation?

Positioning grid

News - local & global Sport - types? Financial matters Entertainment Trends & happenings Community Jobs

Positioning - The Process

1. Points of Parity?

The frame in which we are competing!

E.g. SubwaysDove

2. Point of Difference?

“Announce the frame of reference but compete on point/s of difference.” - Keller

RelevantCompelling

BelievableDeliverable

Difficult to attack

3. Craft the Brand Positioning Statement

Relevant, differentiated and single-minded!

Plato - Deep within everything is the idea of that thing (essence)

The “defining idea” Moon 2000

5. Integration

Experienced at every point of contact - over time

Adding Further Differentiation Differentiation

– Differentiation criteria:• Important• Distinctive• Superior• Preemptive• Affordable• Profitable

Differentiation Tools– Performance Quality– Conformance Quality– Durability– Reliability– Reparability– Style– Design: The Integrating Force

Services Differentiation– Ordering Ease

Differentiation Tools– Delivery

• Quick response system– Installation – Customer Training– Customer

Consulting– Maintenance

and Repair

HP’s online HP’s online support pagesupport page

Differentiation Tools– Miscellaneous Services

Personnel Differentiation• Competence• Courtesy• Credability• Reliability• Responsiveness• Communication

Differentiation Tools Channel Differentiation Image Differentiation

• Identity• Image

– Symbols, Colours, Slogans, Special Attributes

– Physical plant– Events and Sponsorship– Using Multiple Image-Building Techniques

Client Briefs Agency Brand Team

Present to ClientAmend until ready to execute

Review Creative/ mediaAmend until ready to presentConceptualiseBrief

Creative and Media

Review Strat internally and with Client

Development of Communication Strategy

Anticipate briefing for next Campaign

Start Again!

Monitor, measure, amend if necessary to ensure

effective communication

Execute and ImplementCampaign

3. Language usage