14 CE Chapter 10 - Brand Positioning

5/28/2018 14 CE Chapter 10 - Brand Positioning

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Copyright 2013 Pearson Canada Inc.

Crafting the Brand Positioning

Market ing ManagementCanadian Fourteenth Edition

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Chapter Questions

How can a firm develop and establish aneffective 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?

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What is Positioning?

Positioningis the act of designing acompanys offering and image to occupy a

distinctive place in the minds of the target

market.

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Value Propositions

Butterball Turkey Risk- and hassle-free cooking for anyone lacking

time or confidence in preparing a weekday or

holiday meal Dominos

A good hot pizza, delivered to your door within

30 minutes of ordering, at a moderate price

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Competitive Frame of

Reference

The competitive frame of reference defineswhich other brands a brand competes with

and therefore which brands should be the

focus of competitive analysis.

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Table 10.2 Customer Ratings

of Competitors

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Defining Associations

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Points-of-differenceAttributes or benefits

consumers strongly

associate with a

brand, positively

evaluate, and

believe they could

not find to the sameextent with a

competitive brand

Points-of-parity

Associations that

are not necessarily

unique to the brandbut may be shared

with other brands



Point-of-Difference Criteria

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Desirable to consumer

Deliverable by the company

Differentiating from competitors



POP versus POD

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Figure 10.1a Perceptual Map:

Current Perceptions

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Figure 10.1b Perceptual Map:

Current Perceptions

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Brand Mantras

A brand mantra is an articulation of the heartand soul of the brand and is closely related

to other branding concepts like brand

essence and core brand promise. Brand mantras are short, three- to five-word

phrases that capture the irrefutable essence

or spirit of the brand positioning.

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Designing a Brand Mantra

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Communicate

Simplify

Inspire



Constructing a

Brand Positioning Bulls-Eye

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Communicating Category

Membership Announcing category benefits Comparing to exemplars

Relying on the product descriptor

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Examples of Negatively Correlated

Attributes and Benefits

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Low-price vs. High

quality

Taste vs. Low

calories Nutritious vs. Good

tasting

Efficacious vs. Mild

Powerful vs. Safe

Strong vs. Refined

Ubiquitous vs.

Exclusive

Varied vs. Simple



Differentiation Strategies

A leverageable advantage is one that acompany can use as a springboard to new

advantages

Microsoft has leveraged its operating system toMicrosoft Office and then to networking

applications

For a brand to be effectively positioned,

however, customers must see any

competitive advantage as a customer

advantage.

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Means of Differentiation

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Employee

Channel

Image

Services



Emotional Branding

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Strong culture

Communication style

Emotional hook



Market Share, Mind Share,

and Heart Share

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Brand Narratives and

Storytelling

Narrative branding as based on deepmetaphors that connect to peoples

memories, associations, and stories.

Narrative framework Setting

Cast

Narrative arc Language

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B di G id li f S ll


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Copyright 2013 Pearson Canada Inc

Branding Guidelines for Small

Businesses

Creatively conduct low-cost marketingresearch.

Focus on building one or two strong brands

based on one or two key associations. Employ a well-integrated set of brand

elements.

Create buzz and a loyal brand community. Leverage as many secondary associations

as possible.

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14 CE Chapter 10 - Brand Positioning

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