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Crafting the Brand Position (Means of Differentiation (Channels, Image,…
Crafting the Brand Position
Marketing Strategy
Targeting
Positioning
Segmentation
Brand Positioning
Company capabilities
Competitive actions
Customer wants and needs
Brand Positioning
Points of parity/difference
Brand mantra
Frame of Reference
Points of Parity/Difference
Points of Parity POP
Points of Difference POD
Brand Mantra Criteria:
Simplify
Inspire
Communicate
Establishing Brand Positioning
Communicate
Internally
Points of Parity
Points of Difference
Category Membership
Category Benefits
Compare to Exemplants
Product Descriptor
Means of Differentiation
Channels
Image
Employees
Services
Lovemarks
Sensuality
Intimacy
Mystery
Emotional Branding
Share of Mind
Share of Heart
Share of Market