Brand Positioning
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Transcript of Brand Positioning
BRAND POSITIONING…BRAND POSITIONING…
Brand is . .Brand is . . .Brand is . .Brand is . . .
• . . . a promise by a company to . . . a promise by a company to its customers that differentiates its customers that differentiates its products and services over its products and services over
time.time.
• The objective is customer The objective is customer loyalty.loyalty.
More than a ProductMore than a Product
PRODUCTScope
AttributesQualityUses
OrganizationalAssociations
Country of Origin
User Imagery
Self-ExpressiveBenefits
EmotionalBenefits
Brand-customer Relationships
Symbols
Brand Personality
BRAND
Understanding the Brand Understanding the Brand PromisePromise
We want to dobusiness with youon your terms--when you want,where you want.
Low prices are just the beginning.
With our singular focus oncustomer service, we provide themost useful and ethical financialservices in the world.
With all of us working togetherto provide our customers withthe best service and products,we are forming a model for theindustry’s future.
We are Citigroup.Being the most successfulcomputer company in theworld at delivering the bestcustomer experience inmarkets we serve.
THE RITZ-CARLTONWe are ladies and gentlemenserving ladies and gentlemen.
The brand promise defines the customer’s expectations for the experience.
Brand Identity and Brand ImageBrand Identity and Brand Image
Brand Positioning
Brand Positioning
“To position a product/service in the minds of consumers
relative to competitors”
Ries and Trout
“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
A ‘reason to be’
“The brand has to be distinctive, relevant and appealing to its target
audience”
Robbertson 2000
Positioning LevelsPositioning Levels
• By attribute - Omo , Dove, Volvo
By price/quality - Mr. Price, Woolworths
By product user - Diesel, Chivas Regal
Marketing StrategyMarketing Strategy
SegmentationSegmentation
TargetingTargeting
PositioningPositioning
Target Market SegmentationTarget Market Segmentation
• A market segment should have similar knowledge structures and brand knowledge– Similar knowledge structures might
mean similar perceptions and beliefs about your Brand
• There are 2 ways to segment :-– Descriptive: characteristics of the
individuals in the market– Behavioral: grouped by how
individuals in the market perceive or use the product
Toothpaste SegmentationToothpaste Segmentation
• Four main segments :-
• Sensory segment– Flavor and product
appearance
• Sociable– Brightness of teeth
• Worriers– Decay Prevention
• Independent– Low Price
3 stripes, one for each of the 3 main segments
Flavor, Brightness
Decay Prevention
Target Market SegmentationTarget Market Segmentation
• Which works better? Behavioral– Easier to match perceptions (right/wrong) or
beliefs (right/wrong) with strategy (reinforce/change).
– Many times, behavior and descriptive go hand in hand
• Demographics may be basis of targeting, but tend to represent some underlying behavioral reason– In some cases, demographics may mask
underlying differences
What is Positioning?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.
Proper PositioningProper Positioning
• Proper positioning
– Clarifies what the Brand is all about
– How it is both unique and similar to competitive brands
– Why customers should purchase and use the Brand
In order to Position a Brand…In order to Position a Brand…
• …you must decide :-
– Who the Target Consumer is– Who your main competitors are– How the Brand is similar to your
competitors– How the Brand is different from your
competitors
• Where do you get this information?– Your BRAND INVENTORY!!
Communicate category membershipThis is the “frame of reference”, where
customers can activate what they know about the category and how apply it.
• How?– Communicate category benefits– Compare your product to exemplars– Rely on product descriptor
How do I begin to Position my Brand?How do I begin to Position my Brand?
FOCUS OF POSITIONINGFOCUS OF POSITIONING
• Attributes and benefits of the product
• Competition
• Product user
• Product use or application
• Product class
• Cultural symbols
• Identify Competitors.
• Determine most important attributes consumers use in choosing a brand.
• Determine consumers’ perceptions of competitors.
• Determine perceptions of your brand• What is the ideal brand for your market
segments?• Assess best positioning strategy• Track image of brand over time
STEPS IN POSITIONINGSTEPS IN POSITIONING
Brand PositioningBrand Positioning
Brand Positioning– Brand positioning is all about identifying the
optimal location in our customers’ minds for our Brand and our competitors.
– Proper positioning makes it easier to facilitate understanding of our Brand.
• Taken to its’ logical conclusion, you might think of the Principle as an indicator of a brand’s position.
First Steps….First Steps….
• The first step is to identify and establish Brand positioning and brand values (Keller)
• Positioning is the foundation for creating and fostering the desired knowledge and perceptions of your customers– remember our 3 types of associations in
memory?– We can really only manage one (positive), can
respond to a second (negative), and have no control over the third (idiosyncratic)
Identifying and establishing Brand PositioningIdentifying and establishing Brand Positioning
The Integrated Brand Model– Six elements that define a brand
• Unified• Leverage each other• Brand Drivers a function of Organization
Drivers– These six elements serve as a “roadmap”
to our Brand Equity model• At every step, we can figure out what to do
from our Brand and Organization Drivers
Brand Positioning Guiding Principles…. Brand Positioning Guiding Principles….
1. A brand's positioning should be updated every three to five years, or as often as needed to update the company's overall growth strategy.
2. Positioning should drive all of an organization's brand strategies, as well as revenue and profit streams.
3. Senior management has to lead the charge in implementing a brand's positioning.
4. Employees, not advertising agencies, bring a brand positioning to life.
5. A strong brand positioning is customer driven and fits with customer perceptions of the brand.
• Points of Parity?
The frame in which we are competing!
E.g. Subways Dove
• Points of Parity?
The frame in which we are competing!
E.g. Subways Dove
Positioning - The Process….
POP and PODPOP and POD
Points-of-difference –unique brand values
• Desirable• Deliverable
Points-of-parity–shared brand values
• Necessary• Competitive
Nuts and BoltsNuts and Bolts
• How do I decide on my PODs and POPs?• POPs
– Analysis of category
• What attributes do all of my competitors have? I probably need to have those, or my competitors automatically have a POD
• POPs get you included in category
• PODs are more difficult
– Don’t use PODs that are product centric (dominate competition) but customer centric (uniquely address need of customer)
POP and PODPOP and POD
• POD (Point of Difference)– Strong, favorable, unique brand
associations– May be any kind of attribute or benefit
• Two types of PODs– Attribute Based
• Functional, performance related differences– Image Based
• Affective, experiential, brand image related differences
POP and PODPOP and POD
• POP (Point of Parity)– Associations that are shared with other
brands
• Two types– Category: attributes that are required to
include your product as a member of that category
– Competitive: POP that negate your competitors PODs
• POPs can be “good enough”, but PODs should be “superior
POP AND POD: BMW over the yearsPOP AND POD: BMW over the years
1971
1975
1985
1991
• International• Desirability
• Fun to drive• Economical
• Affluence, exclusivity• Fun to drive
• Affluence, exclusivity • Fun to drive
Managerial issuesManagerial issues
• Criteria for POD
– Desirability• Must be Relevant• Must be Distinctive• Must be Believable
– Deliverability• Feasibility• Communicability• Sustainability
Establish POP and POD in marketplaceEstablish POP and POD in marketplace
• Difficulty: Many attributes that make up POP and PODs are negatively opposed
– Low price vs. High quality– Tastes Great vs. Less filling
• Separate the attributes
• Leverage equity in another entity
• Redefine the relationship
• Point of Difference?Point of Difference?
“Announce the frame of reference but “Announce the frame of reference but compete on point/s of difference.” - Kellercompete on point/s of difference.” - Keller
RelevantRelevantCompellingCompelling
BelievableBelievableDeliverableDeliverable
Difficult to attackDifficult to attack
• Point of Difference?Point of Difference?
“Announce the frame of reference but “Announce the frame of reference but compete on point/s of difference.” - Kellercompete on point/s of difference.” - Keller
RelevantRelevantCompellingCompelling
BelievableBelievableDeliverableDeliverable
Difficult to attackDifficult to attack
Positioning - The Process….
Point of Difference Questions…. Point of Difference Questions….
• Is the key benefit important to our customer?
• Can we deliver the benefit?• Can we own this point of difference over
time?• Is this point of difference sustainable
over our competition and their directions?
• 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
• 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
• Integration
Experienced at every point of contact - over time
• Integration
Experienced at every point of contact - over time
Three ElementsThree Elements
• Target Audience
• Compelling benefit
• Reason Why (Kitchen Logic)
All ElementsAll Elements
• Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing….
• All work in unison to the beat of the brand positioning statement.
The CornerstoneThe Cornerstone
• The brand positioning statement is the single most important item in all of marketing.
• It defines EVERYTHING about what your brand is to the consumer.
For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!
Brand PositioningStatement
Brand Positioning Statement
For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin.
NO REASON WHY!
Brand Positioning Statement
For single consumers ages 30+ who prefer upscale fine-dining, Hormel offers four great meat entrees.
NO PRODUCT NAME! WHAT IS IT?
Product
Creative Leaps
Going From Strategy to IdeaGoing From Strategy to Idea
Consumer Understanding
Strategy / Positioning
Advertising Idea
Brand PositioningProvides the strategic framework for how we are going to differentiate our brand vs. competition.
Advertising Idea:Transforms the strategy into a powerful, motivating, and consumer relevant selling idea.
Some Definitions. . .
Going From Strategy to IdeaGoing From Strategy to Idea
Brand PositioningBrand Positioning
• Perceived fit between a particular product offering and the needs of target market
• Positioning is defined relative to:– competitive
offerings– consumer needs
Physical Positioning• How a firm’s product compares to the
competition’s on some set of objective physical characteristics
Perceptual Positioning• How a firm’s product compares to the
competition’s on some set of subjective characteristics
Brand Positioning
A brand can be positioned in several ways:
A brand can be positioned in several ways:
• Benefit positioning.
• Target positioning.
• Price positioning.
• Positioning by distribution.
Similar conceptsSimilar concepts
• Unique Selling Proposition (USP; Reeves and Bates)– Advertisers should give a compelling reason to buy
a product that competitors could not match• What component of the IBM reflects this?
• Sustainable Competitive Advantage (SCA)• The advantage of delivering superior value in the
marketplace for a prolonged period of time• Further, SCAs can result from any component of the
firm– Similar to notion that Principle exists in every part of the firm
CONCLUSION….CONCLUSION….
Adopting a strong position is not a passive act; rather it is a deliberate attempt to influence events. It requires ignoring certain business targets in favor of others, and if successful, will yield growth in sales and profits and a consumer franchise who believe that your brand has no adequate substitute, even if it costs more.
CONCLUSION (cont.)….CONCLUSION (cont.)….
• Neither innovation or quality are, by themselves, sufficient to guarantee that a brand will achieve all that it is capable of in the market place.
PRESENTED BY :-PRESENTED BY :-
JOY MAJUMDERTONY PAUL EDWINABISHEK BANERJEEDEBOJIT DUTTAPOOJA MALIKAMIT SARKAR
“THANK YOU FOR HEARING”“THANK YOU FOR HEARING”