Article -3 Brand Question

8/18/2019 Article -3 Brand Question

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Three Questions you need to askabout your BRAND.

By Kevin Lane Keller, Brian Sternthal,

and Alice Tybout.


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What coes to your ind !hen you

see these brands"


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Su#erior $andlin%&

'nnovation.

Natural hairsoothenin

%

A non-cosmetic,skin friendly cream


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(bserve, that one a)or as#ect is the #oints o*

di+erentiation . They are, in any cases, !hatconsuers reeber about a brand.

Aspects of Brand

Positioning :


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$(W-R, ana%ers have to #ayattention to t!o ore i#ortant as#ects /

0nderstandin% the*rae o* re*erence!ithin !hich theirbrands !ork

Addressin% *eaturesthat brands have incoon !ithco#etitors. 1 #ointso* #arity2


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3onsider S0BWA4..

't di+erentiated itsel* *ro other *ast5*oodrestaurants by *ocusin% on 6$ealth*ulness7o+ered by the Sub sand!ich.


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*eared that a stron%health5centered

ca#ai%n !ould )eo#ardi8e the#erce#tion o* sub!ayas a *ast5*oodestablishent !here%ood taste instead o*health is o*ten an

i#ortant *actor &


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Brand #ositionin% *ocusin% only on a#oint o* di+erence leaves out

i#ortant issues.

'denti9cation o* an a##ro#riate*rae o* re*erence and associated

#oints o* #arity are i#ortant.

THINK. AGAIN.


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S( !e ask ourselves:.

Have We Established aFrame?


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A *rae o* re*erence

Si%nals toconsuers the%oal they cane;#ect to

achieve by usin%a brand &

Dictates the ty#eso* associationsthat !ill *unction

as the #oints o*#arity anddi+erence.

't can be Brandsin the saecate%ory.

3an also be thebrands in roduct?s sta%e inthe li*e cycle

3o#etitors as the*rae o* re*erence.


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Consider Fed Ex :

Started o+ !ith a clear #oint o*

di+erence *ro traditional

ail delivery via >ostal serviceas “vernight !eliver"#$

$o!ever, any ne! co#etitors becae #roviders o* the sae

service and no!, they served as the *rae o* re*erence .


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Ho%? B" specif"ingattrib&tes li'e

“(peed# and

In such a frame, in order to standout FedEx ositioned itself assu!erior to them.


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frame ofreferencechan#es. E$en

the esta%lished%rands need to!ay close

attention.

&ue to the ad$ent of otherforms of documenttransmission like Fax,email , the 's!eedydeli$ery( !oint of

di)erence is rendered

)he frame of reference isexpanded to incl&de faxand email here$


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A*ter !e have set the *rae o*

re*erence, !e 9nd out:

Whether or not are !elevera%in% our >oints o*

>arit "


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't is es#ecially i#ortant to identi*y #ointso* #arity !hen !e introduce a ne! brand.

3onsuers ust #erceive your#roduct as a le%itiate and credible

#layer !ithin that *rae.

The ore innovative the #roduct, the%reater the di@culty o* 9ttin% it into anestablished *rae and eetin% the*rae?s iniu re


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The li*e and death o* otorolanvoy 1C52


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The Bi%%est Eau; >as !as :

. Wo!. 's it a #a%er"

. nah. 't?s tooLar%e to be oneand


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$. ' a not sure !hy 'should even s#end IJand #urchase this #roduct.

Witho&t a clear frame ofreference and lac' of points of

parit"* )he envo" %as


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Then cae The >al >ilot , a device !ith only a*raction o* the ca#abilities o* nvoy , !as launched.

The key *actorin the #roductssuccess !as its#oint o* #arity!ith electronicor%ani8ersM it!as able toclai this

cate%ory as a*rae o*re*erence.


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The ore the e;tension di+ers *ro abase brand, the %reater the i#ortanceo* *ocusin% on the *rae o* re*erence.

Brand ;tensions.

Dove oved into the

dish!ashin% li


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Sales !eredisa##ointin%. 't !asobvious that

consuers !erelookin% *or adish!ashin% liarity !ith

co#etitors be*ore stressin% itsdi+erences.


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Established brands$

ana%ers o* establishedbrands also need toreassess #oints o* #arity*ro tie to tiebecause attributes that!ere once di+erentiators

can becoe iniure


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Dealin% !ith co#etitors Savvy

arketin%.

arketers can hold o+ a co#etitor?s #oint o* di+erenceby creatin% co#etitive #oints o* #arity.

;a#le / Oillette is no lon%er the only

co#any sellin% tri#le5blade ra8ors:

DS'


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A %rand can '%reak e$en( in an area *herecom!etitors are tryin# to %reak a*ay and thenachie$e a !oint of di)erence in some other

+y attackin# a com!etitors !oint ofdi)erence and recastin# it as a !oint of!arity, a com!any ho!es to dra*attention to its o*n !oint of di)erence.

DS'PA>L /

A th l


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Another exam!le


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)he third most important,&estion %e as' o&rselves is :

Are The >oints o* Di+erence

3o#ellin%" 1Would the consuers


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Assuming a frame of reference is identied correctly,even seemingly contradictory points of dierence canbe powerful.

To tar%et youressa%e better,consider thesekinds o* di+erences

Brand #er*oranceassociations

Brand ia%eryassociations

3onsuer insi%htassociations


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-$ BrandPerformanceassociations

They relate tothe !ays in!hich a #roduct

or serviceatte#ts to eetcustoers*unctional needs.


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Eive broad cate%ories ,

!hich coe into #lay!hen brands are assessedon characteristics a buyercan investi%ate are /

Brand?s

#er*orance onbene9ts that#ro#tconsu#tion

The Brand?sreliability,durability, andserviceability

Servicee+ectiveness,e@ciency, ande#athy

Style anddesi%n

Associations tovalue and #ricei%ht hel#di+erentiate abrand *ro itsco#etitors


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F. Brand 'a%eryAssociations

When akin% choices based on e;#erience5such as!here to %et a haircut or eat dinner consuers usebrand ia%ery associations.

Brand ia%ery is ty#ically established by de#ictin% !ho uses the

brand and under !hat circustances.

./m going to &se "o&r brandfrom no% on* beca&se itma'es me feel good$ :P


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0$Cons&mer .nsight

associations$ They are %enerally used !ha brand?s #er*orance andia%ery don?t di+er uch

*ro those o* theco#etition.

.f all other meas&res are e,&al* abrand that can sho% cons&mers ithas insight into their problems orgoals can then ma'e the case thatit is the sol&tion$

E l


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Eor e;a#leLee )eans

sho!

!oen?stribulations inthe search *or

)eans that 9r!ell as thebasis *or

#ositionin%Lee as thebrand that

o+erssu erior 9t.


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Ho%ever* &se of cons&mer insight as a point of di1erence is generall" a less

attractive basis for positioning thanfoc&sing on a brand bene2t or imager"association beca&se insights intocons&mers goals are readil" em&lated$

The insi%ht that youn% en desired to be hi# andadired by their #eers has becoe a #oint o* #arityrather than a #oint o* di+erence *or autoobileco#anies5 the sae insi%ht underlines ads *ro


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The si#lest a##roach to believability is to #oint to a

unial5#ilotor%ani8er

(ne5button>3synchroni8ati

on

Sub!aysand!iches

Ee!er %ras o**at


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Deliverability.

A #roduct?s #oint o* di+erence needs to eet three deliverabilitycriteria. Eirst, creatin% the #oint o* di+erence ust be *easible &

Airlines ha$e %een *ise

enou#h to a%andone)orts to claim su!erioron-time !erformance astheir !oint of di)erence

%ecause there are too


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Secondly, #ositionin% on a #articular bene9tust be #ro9table, de*ensible, di@cult to attack.

Eor e;a#le, (ut#ost.co o+ered *ree deliveryo* custoer #urchases but canceled the servicea*ter one year !hen it becae a##arent the

bene9t could not be sustained #ro9tably


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arket Leaders ty#ically arket their #roductson the basis o* the cate%ory?s #oints o* #arity.

Eollo!er brands ust notne%lect #oints o* #arity as aeans o* announcin% their

*rae o* re*erence, but theyco#ete on #oints o*di+erence

Like cDonalds is %reat tasteM Sub!ay has %ood enou%htaste but co#etes on health*ulness.

>antene o+ers healthier hair MSuave %ives you healthy hair at a


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>uttin% 't All To%ether.

>oints o*>arity

Erae o*Re*erence

>oints o*Di+erence.

Develo#in% ane+ective#osition re


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nsurin% that attributes don?t contradictone another is #articularly i#ortant.

'ne;#ensive6o* hi%hesto!er*ul sa*e

ubi


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But. 't?s soeties #ossible to ake the casethat contradictions are, in *act, 3o#leents &

When a##le launched

acintosh, its key #oint o*di+erence !as 6 user*riendly7

But custoers assuedthat easy to use >3 could

not be very #o!er*ul


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But. Look at A##le?s %enius reaction

to that.

't started an Ad3a#ai%n thatstated 6 The ost#o!er*ul co#utersare ones that #eo#le

actually 0S 6


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akin% it Last.

As the brand a%es, the challen%e is toake sure it stays u# to date and intouch !ith consuers shi*tin% needs.

>resentin% the sae #oints o* di+erence over tie


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>resentin% the sae #oints o* di+erence over tiedoes not sustain a brand?s #er*orance. 't ay benecessary to dee#en the eanin%s associated

!ith this brand.

The brand is then#ositioned in such a !aythat its #oint o*di+erence becoes its

essence and i#lies%oal attainent. This iscalled Ladderin% u#.


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An e;a#le /

The *ocus o* initial advertisin% s#ot o* a cellular co#anyin the 9rst %eneration !as on uni


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'denti*y !hat is your 6B'O'DA7.

>resent the custoers , over tie, !ith avariety o* attributes that i#ly the B'OBene9t. 't builds a Stron%er brand ia%e.


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A DS' PA>L /

Which ever advertiseent o* Nira you see, Noticethat the naes o* the characters and their )obreain the sae .i.e. %ettin% their clothes urky&$ea, Rekha, aya Aur Susha.

The #eo#le readily associate the ad !ith the brand nae. Theyunderstand the Bi% idea o* the Ladies entioned above. And

hence the Brand ia%e is built.


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Avoid these >it*alls o* brand

>ositionin%.

Tryin% to build branda!areness be*oreestablishin% a clearbrand #osition.

>rootin% attributesthat consuersdon?t care about&

'nvestin% in #oints o*di+erences that can be

co#ied easily

Becoin% so intent onres#ondin% to co#etitionthat they !alk a!ay *ro

their established #ositions.

Re#ositionin% a brand !ithout#ro#er thou%ht. 't is al!aysdi@cult and soeties

i#ossible.


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Eraes o* re*erence, #oints o* #arityand di+erences are ovin% tar%ets&

Don?t be stu#id enou%h tothink they !ill ever beStatic. Eoresi%ht is al!aysa %reat stren%th.


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Reca# o* the three %olden oints o* Di+erence3o#ellin%" 1Would theconsuers #ut a stra! in

Have We Established aFrame?

Whether or not are !elevera%in% our >oints o*>arity"


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Askin% yoursel* these ositioners are also the

ost vi%ilant&

A #resentation by


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# yAish!arya Kandukuri,'''TDK,

Ouided by >ro*. Saeerathur,An internshi# in arketin%

ana%eent,'' Luckno!.

Thank you &

Article -3 Brand Question

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