Download - BRAND POSITIONING Project
BRAND POSITIONING
Brand is. .A promise by a company to its customers that
differentiates its products and services over time.
(The objective is customer loyalty)
A Brand is more than a Product
PRODUCTScope
AttributesQuality
UsesBrand-customer
Relationship
Symbols
Brand Personality
Emotional BenefitsSelf Expressive Benefits
User Imagery
Country of origin
Organizational Associations
Understanding the Brand Promise
The brand promise defines the customer’s expectations for the experience.
Being the most successful computer company in the world at delivering the best customer experience in markets we serve.
We want to do business with you on your terms-- when you want, where you want.
Brand Identity and Brand Image
Brand Positioning
“To position a product/service in the minds of consumers relative to competitors”
Ries and Trout
“The brand has to be distinctive, relevant and appealing to its target audience”
Robbertson 2000
Positioning Levels
By attribute - Omo, Dove, and Volvo
By price/quality - Mr. Price, Woolworths
By product user - Diesel, Chivas Regal
Marketing Strategy
Segmentation
Targeting
Positioning
Target 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 Segmentation
Four main segments:-
Sensory segment
Flavor and product appearance
Sociable
Brightness of teeth
Worriers
Decay Prevention
Independent
Low Price
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 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…
You must decide
Who the Target Consumer isWho your main competitors areHow the brand is similar to your competitorsHow the brand is different from your
competitors
Where do you get this information?
Your BRAND INVENTORY!!
How do I begin to Position my Brand?
Communicate category membership
This is the “frame of reference”, where customers can activate what they know about the category and how apply it
How?
Communicate category benefitsCompare your product to exemplarsRely on product description
FOCUS OF POSITIONING
Attributes and benefits of the product
Competition
Product User
Product use or application
Product class
Cultural Symbols
STEPS IN POSITIONING
Identify Competitors.
Determine most important attributes consumers use in choosing a brand
Determine consumer’s perceptions of competitors.
Determine pereptions of your brand
What is the ideal brand for your market segments?
Assess best positioning strategy
Track image of brand over time
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…. 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 Positioning
The Integrated Brand Model
Six elements that define a brand
UnifiedLeverage each otherBrand 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….
1. A brand's positioning should be updated every three tofive 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.
Positioning - The Process….
POP and POD
Points-of-difference –unique brand values
Desirable Deliverable
Points-of-parity–shared brand values
Necessary Competitive
Nuts 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 POD
POD (Point of Difference)Strong, favorable, unique brand associationsMay 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 (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
Managerial issues
Criteria for POD
DesirabilityMust be RelevantMust be DistinctiveMust be Believable
DeliverabilityFeasibilityCommunicabilitySustainability
Establish 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
Positioning - The Process….
Point of Difference?
“Announce the frame of reference but compete on point/s of difference.”
- Keller
Relevant Compelling
Believable Deliverable
Difficult to attack
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
Integration
Experienced at every point of contact - over time
Three Elements
Target Audience
Compelling benefit
Reason Why (Kitchen Logic)
All Elements
Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing….
All work in unison to the beat of the brand positioning statement.
Going From Strategy to 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.
Brand 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 subjectivecharacteristics
A brand can be positioned in several ways:
Benefit positioning.Target positioning.Price positioningPositioning by distribution.
Similar 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….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.
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.