LECTURE 3 : MARKETING IMAGINATION & THE PASSIONPOINT BRAND POSITIONING & VALUES
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LECTURE 3:MARKETING IMAGINATION & THE PASSIONPOINT
BRAND POSITIONING & VALUES
Zeenat Jabbar
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Brand Positioning• Is at the heart of the marketing strategy
• “. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.”
Philip Kotler
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Determining a frame of reference
• What are the ideal points-of-parity and points-of-difference brand associations vis-à-vis the competition?
• Marketers need to know:– Who the target consumer is– Who the main competitors are – How the brand is similar to these competitors – How the brand is different from them
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Target Market
• A market is the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product.
• Market segmentation divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior, and who thus require similar marketing mixes.
• Market segmentation requires making tradeoffs between costs and benefits.
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Example of the toothpaste market
• Four main segments:1. Sensory: Seeking flavor and product appearance2. Sociables: Seeking brightness of teeth3. Worriers: Seeking decay prevention4. Independent: Seeking low price
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Criteria for Segmentation
• Identifiability: Can we easily identify the segment?
• Size: Is there adequate sales potential in the segment?
• Accessibility: Are specialized distribution outlets and communication media available to reach the segment?
• Responsiveness: How favorably will the segment respond to a tailored marketing program?
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Nature of Competition
• Deciding to target a certain type of consumer often defines the nature of competition
• Do not define competition too narrowly– Ex: a luxury good with a strong hedonic benefit
like stereo equipment may compete as much with a vacation as with other durable goods like furniture
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Points-of-Parity and Points-of-Difference
• Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand.
• Points-of-parity associations (POPs), on the other hand, are not necessarily unique to the brand but may in fact be shared with other brands.
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Brand Positioning Guidelines• Two key issues in arriving at the optimal
competitive brand positioning are:– Defining and communicating the competitive frame
of reference
– Choosing and establishing points-of-parity and points-of-difference
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Defining and Communicating the Competitive Frame of Reference
• Defining a competitive frame of reference for a brand positioning is to determine category membership.
• The preferred approach to positioning is to inform consumers of a brand’s membership before stating its point of difference in relationship to other category members.
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Choosing POP’s & POD’s• Desirability criteria (consumer perspective)– Personally relevant– Distinctive and superior– Believable and credible
• Deliverability criteria (firm perspective)– Feasible – Profitable– Pre-emptive, defensible, and difficult to attack
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Attribute and Benefit Trade-offs• Price and quality• Convenience and quality• Taste and low calories• Efficacy and mildness• Power and safety• Ubiquity and prestige• Comprehensiveness (variety) and simplicity• Strength and refinement
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Strategies to Reconcile Attribute and Benefit Trade-offs
• Establish separate marketing programs• Leverage secondary association (e.g., co-brand)• Re-define the relationship from negative to
positive
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Core Brand Values
• Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map of a brand
• Relate to points-of-parity and points-of-difference
• Mental map Core brand values Brand mantra
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Brand Mantras
• An articulation of the “heart and soul” of the brand• similar to “brand essence” or “core brand promise” • Short three- to five-word phrases that capture the
irrefutable essence or spirit of the brand positioning and brand values
• Considerations– Communicate– Simplify– Inspire
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Designing the Brand Mantra
• The term brand functions describes the nature of the product or service or the type of experiences or benefits the brand provides.
• The descriptive modifier further clarifies its nature.
• The emotional modifier provides another qualifier—how exactly does the brand provide benefits, and in what way?
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Designing the Brand Mantra
EmotionalModifier
Descriptive
Modifier
BrandFunctions
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
Fun Folks Food3.17
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Internal Branding
• Members of the organization are properly aligned with the brand and what it represents.
• Crucial for service companies
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Brand Audit• Externally, consumer-focused assessement• A comprehensive examination of a brand
involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity
• It includes brand vision, mission, promise, values, position, personality, and performance
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Importance of Brand Audits
• Understand sources of brand equity– Firm perspective– Consumer perspective
• Set strategic direction for the brand• Recommend marketing programs to maximize
long-term brand equity
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Brand Audit Steps
• Brand inventory (supply side)
• Brand exploratory (demand side)
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Brand Inventory
• A current comprehensive profile of how all the products and services sold by a company are branded and marketed:– Brand elements– Supporting marketing programs– Profile of competitive brands– POPs and PODs– Brand mantra
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Brand Inventory (Cont.)
• Suggests the bases for positioning the brand• Offers insights to how brand equity may be
better managed• Assesses consistency in message among
activities, brand extensions, and sub-brands in order to avoid redundancies, overlaps, and consumer confusion
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Brand Exploratory • Provides detailed information as to how
consumers perceive the brand:– Awareness– Favorability– Uniqueness of associations
• Helps identify sources of customer-based brand equity
• Uncovers knowledge structures for the core brand as well as its competitors
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Suggested Brand Audit Outline• Brand audit objectives, scope, and approach• Background about the brand (self-analysis)• Background about the industries• Consumer analysis (trends, motivation, perceptions,
needs, segmentation, behavior)• Brand inventory– Elements, current marketing programs, POPs, PODs– Branding strategies (extensions, sub-brands, etc.)– Brand portfolio analysis– Competitors’ brand inventory– Strengths and weaknesses
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Brand Audit Outline (Cont.)
• Brand exploratory– Brand associations– Brand positioning analysis– Consumer perceptions analysis (vs. competition)
• Summary of competitor analysis• SWOT analysis• Brand equity evaluation• Strategic brand management recommendations
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