SUNSILK GANG OF GIRLS CRAFTING A BRAND POSITIONING WITH REFERENCE GROUPS
10 Crafting the Brand Positioning 1. Copyright © 2009 Pearson Education, Inc. Publishing as...
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Transcript of 10 Crafting the Brand Positioning 1. Copyright © 2009 Pearson Education, Inc. Publishing as...
![Page 1: 10 Crafting the Brand Positioning 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 What is Positioning? Positioning is the.](https://reader036.fdocuments.us/reader036/viewer/2022081506/56649d765503460f94a57477/html5/thumbnails/1.jpg)
10Crafting the
Brand Positioning
1
![Page 2: 10 Crafting the Brand Positioning 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 What is Positioning? Positioning is the.](https://reader036.fdocuments.us/reader036/viewer/2022081506/56649d765503460f94a57477/html5/thumbnails/2.jpg)
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2
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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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-3
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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Figure 10.1a Perceptual Map: Current Perceptions
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Figure 10.1b Perceptual Map: Possibilities
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Differentiation Strategies
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Means of Differentiation
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Employee
Channel
Image
Services
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Personnel Differentiation: Singapore Airlines
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9
Channel Differentiation
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10
Image Differentiation
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Market Share, Mind Share, and Heart Share
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