chapter 9 - crafting the brand positioning
TRANSCRIPT
9Crafting the Brand Positioning and Dealing with Competition
Chapter Questions
How can a firm choose and communicate an effective positioning?How are brands and offerings differentiated?How can a firm identify its primary competitors and analyze their strategies, objectives, strengths, and weaknesses?How can market leaders, challengers, followers, and nichers compete effectively?
9-2
What is Positioning?
9-3
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Competitive Frame of Reference
9-4
Category Membership – the products or sets of products with which a brand competes and which function as close substitutes.
9-5
Conveying Category Membership
Announcing category benefitsComparing to exemplarsRelying on the product descriptor
9-6
Value Propositions
Perdue ChickenMore tender golden chicken at a moderate premium price
Domino’sA good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
POP versus POD
9-7
9-8
Defining Associations (POD, POP)
Points-of-difference 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 Associations that are not necessarily unique to the brand but may be shared with other brands
Category POPs vs. Competitive POPs
Point-of-Difference Criteria
9-9
Desirable (relevant, desirable, believable)
Deliverable (feasible, communicable, sustainable)
Differentiating
Examples of Negatively Correlated Attributes and Benefits
Low-price vs. High qualityTaste vs. Low caloriesNutritious vs. Good tastingEfficacious vs. Mild
Powerful vs. SafeStrong vs. RefinedUbiquitous vs. ExclusiveVaried vs. Simple
9-10
Perceptual Map: Current Perceptions
9-11
Perceptual Map: Possibilities
9-12
Brand Mantras
9-13
Designing a Brand Mantra
9-14
Communicate
Simplify
Inspire
Constructing a Brand Positioning Bull’s-Eye
9-15
9-16
Product FormFeaturesCustomizationPerformance qualityConformance qualityDurabilityReliabilityRepairabilityStyle, design
ServicesOrdering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repairReturn and exchange policy
Differentiation Strategies
9-17
ChannelMarket coverageExpertiseChannel performance
ImageIdentityImage
Differentiation StrategiesPersonnel
CompetenceCourtesyCredibilityReliabilityResponsivenessCommunication
Five Forces Determining Market Attractiveness
9-18
Analyzing Competitors
9-19
StrategiesObjectivesStrengths and weaknesses
Industry Concept of CompetitionNumber of sellers and degree of differentiationEntry, mobility, and exit barriersCost structureDegree of vertical integrationDegree of globalization
9-20
Customer Ratings of Competitors
9-21
Hypothetical Market Structure
9-22
Market-Leader Strategies:Expanding the Total Market
9-23
New customers New usesMore usage
Market-Leader Strategies: Six Types of Defense Strategies
9-24
Market-Leader Strategies: Expanding Market SharePossibility of provoking antitrust actionEconomic costPursuing the wrong marketing-mix strategyThe effect of increased market share on actual and perceived quality
9-25
Market-Challenger Strategies
Define the strategic objective and opponentsChoose a general attack strategyChoose a specific attack strategy
9-26
Market-Challenger Attack Strategies
Frontal Attack
Encirclement Attack
Bypass Attack
Flank Attack
Guerrilla Warfare
9-27
Specific Attack Strategies
Price discountsLower-priced goodsValue-priced goodsPrestige goodsProduct proliferationProduct innovation
Improved servicesDistribution innovationManufacturing-cost reductionIntensive advertising promotion
9-28
Market-Follower Strategies
9-29
CounterfeiterClonerImitatorAdapter
Market-Nicher Strategies: Niche Specialist RolesEnd-User SpecialistVertical-Level SpecialistCustomer-Size SpecialistSpecific-Customer SpecialistGeographic Specialist
Product-Line SpecialistJob-Shop SpecialistQuality-Price SpecialistService-SpecialistChannel Specialist
9-30
Emotional Branding
9-31
Strong culture
Communication style
Emotional hook
Brand Narratives and Storytelling
9-32
Strengths and Weaknesses
Share of marketShare of mindShare of heart
9-33
Steps in BenchmarkingDetermine which functions or processes to benchmarkIdentify the key performance variables to measureIdentify the best-in-class companiesMeasure the performance of best-in-class companiesMeasure the company’s performanceSpecify programs/actions to close the gapImplement and monitor results
9-34
New Ways to Use a Brand
9-35
Protecting Market Share
Responsive anticipation
Creative anticipation
9-36
The Concept of Optimal Market Share
9-37
Other Competitive Strategies
Market Challengers
Market Nichers
Market Followers
9-38
Balancing Orientations
Competitor-centeredCustomer-centered
9-39