Brand PositioningPertemuan 9

Mata kuliah : J0802 - Produk dan MerkTahun : 2010

Outline

• Membangun dan Mengkomunikasikan Brand Positioning• Nilai Brand Positioning• Positioning Guidelines• Brand Mantra

Identifying and Establisihing Brand Positioning

Basic Concepts: • The CBBE models describes the general process by

which marketers should build brand knowledge structure to create brand equity

• How marketer might determine desired brand meaning or positioning

Positioning

Act of designing the company’soffering and image to occupy

a distinctive place in the mind ofthe target market.

Brand Positioning

Is at the heart of marketing strategy. It is “the act of designing the

company’s offer and image so that it occupies a district and valued palace

in the target’s customer minds.

Marketer needs to know:• Who the target consumer is• Who the main competitor are• How the brand is similar to these competitors• How the brand is different from them

Target Market

• Identfying the target market• Defining and segmenting a market• Choosing target market segments

Market: Is the set of actual and potential buyers who have sufficient interset in, income for, and access to a product

Market segmentation: Devide the market into distinct 

Positioning

Writing a Positioning Statement

Mountain Dew: To young, activesoft-drink consumers who have

little time for sleep, Mountain Dewis the soft drink that gives you

more energy than any other brandbecause it has the

highest level of caffeine.

Defining Associations

Points-of-difference (PODs)• Attributes or benefits

consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

Points-of-parity (POPs)• Associations that are

not necessarily unique to the brand but may be shared with other brands

PODs and POPs

Conveying Category Membership

Announcing category benefitsAnnouncing category benefits

Comparing to exemplarsComparing to exemplars

Relying on the product descriptor

Relying on the product descriptor

POD’s

Definition: Are attributes or benefits that consumer strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand.

POP’s

On other hand,are not neccesarily unique to the brand but may in fact be shared with other hands.

Types: Category & CompetitiveCategory points: Represent neccesary but not neccesarily sufficient – conditions for brand choiceCompetitive points: Are those associations designed to negate competitor’s point of difference

Choosing POD’S

• Desirability Criteria:(Relevance, Disctinctiveness, Believibility)

• Deliverability Criteria:(Feasibility, Communicability, Sustainability)

Brand Mantra

Brand mantra is an articulation of the “heart and soul” of the brand, a

short three to five word phrase that capture the irrefutable essence or

spirit of the brand positioning.

Designing Brand Mantra :

• Brand function

• Descriptive modifier

• Emotional Modifier

Consideration:

• Communicate Should be define the category of business

to set the brand boundaries and clarift what is unique

about the brand

• Simplify A brand mantra should be memorable

• Inspire Should also stake out ground that is personally

meaningfull and relevant to as many employess as

possible.