crafting the brand positioning jk
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Crafting the Brand Positioning Mahmood Al Bashir
Lecturer, MPE, AUST
“No Company Can Win If Its Products And Services Resemble Every Other Product And Offering…”
Why the positioning of Brand?
What is Brand Positioning?
“Positioning is the act of designing a company’s offering and image to occupy a
distinctive place in the minds of the target market: Customer focused value proposition”
Segmentation Targeting Positioning
Examples of Value Proposition
Company and Product
Target Customer Key Benefits Price Value Proposition
Perdue (Chicken) Quality-conscious consumers
of chicken Tenderness
10% Premium
More Tender golden chicken at a moderate premium price
Volvo (Station Wagon)
Safety-conscious upscale families
Durability and safety 20%
Premium The safest most durable wagon in which your family can ride
Domino’s (Pizza) Convenience-method pizza
lovers Delivery speed and
good quality 15%
Premium
A good hot pizza, delivered promptly to your door, at a
moderate price
Deciding on Positioning
A Frame of Reference
POPs and PODs
Brand Mantra
Creating A Frame of Reference: Identifying Competitors
Creating A Frame of Reference: Analyzing Competitors
Customers’ Ratings of Competitors on Key Success Factors
Customer Awareness
Product Quality
Product Availability
Technical Assistance
Selling Staff
Competitor A E E P P G
Competitor B G G E G E
Competitor C F P G F F
Identifying PODs and POPs
“Attributes or benefits that consumers strongly associate with a brand, positively
evaluate and believe they could not find the same extent with a competitive brand”
Points Of Difference
Three Criteria of PODs:
Desirable to consumers
Deliverable by the company
Differentiating from competitors
Identifying PODs and POPs
“Attributes or benefits that are not necessarily unique to the brand but may in fact be
shared with other brands”
Points Of Parity
Two forms of POPs:
Category POPs
Bank without Money!!
Competitive POPs
Negating vulnerability
Straddle Positioning
Two frames of References
One set of POD and POP
Brand Mantra
Designing A Brand Mantra:
• Communicate
• Simplify
• Inspire
“An articulation of the heart and soul of the brand and is closely related to other branding
concepts like brand essence and core brand promise”
Impossible is
Nothing
Make, Believe
Brand Mantra: Bull’s Eye
Establishing Brand Positioning
• Communicating Category Membership
• Announcing category benefits
• State why you are here!
• Comparing to exemplars
• Associate with greats!
• Relying on product descriptor
• It will speak on its own!
Establishing Brand Positioning
Inexpensive vs. High Quality Classic vs. Modern
Low Price vs. High Quality Powerful vs. Safe
Taste vs. Low calories Strong vs. Refined
Nutritious vs. God Tasting Ubiquitous vs. Exclusive
Efficacious vs. Mild Varied vs. Simple
• Communicating POPs and PODs
Differentiation Strategies You Can Differentiate Anything!!
Means of Differentiation
• Employee Differentiation
• Customer service, Airlines
• Channel Differentiation
• Better supply line
• Image Differentiation
• Marlboro
• Services Differentiation
• FedEx vs. UPS
Differentiation Strategies: Emotional Branding
• Should contain both rational and emotional component
• Should appeal both to the head and to the heart
Brands should share three specific traits:
• Mystery
• Sensuality
• Intimacy
Positioning and Branding Small Business
• Creatively conduct low-cost marketing research
• Focus on building one or two strong brands based on one or two key associations
• Employ a well-integrated set of brand elements
• Create buzz and loyal brand community
• Leverage as many secondary associations as possible
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