Brand positioning & Values (Points of Parity /Difference (Difference,…
Brand positioning & Values
Identifying and establishing brand positioning
, Brand positioning is the act of designing the company's offer and image so that it occupies a distinct and valued place in the customers mind. Good brand positioning aids marketing strategy by clarifying what the brand is all about, how it is unique, and how it is similar/different to competing brands and customers should purchase and use the brand.
, involves dividing the market into distinct groups of consumers who have similar needs, behavior and require similar marketing mixes.
Toothpase market, four main segments. (1)
The sensory segment:
Seeking flavor and product appearance. (2)
: seeking brightness of teeth. (3)
: Seeking decay prevention. (4)
he independent segment:
Seeking low prices
Users of brand.
: on the threshold of change; highly likely to switch brands. (2)
Not ready to switch, but may be considering options. (3)
: comfortable with their choice; unlikely to switch in the future. (4)
loyal; unlikely to change in he foreseeable future
Non-users of brand
, based on their openness to trying the brand. (1)
: strongly prefer current brand. (2)
: Preference lies with current brand but not strongly. (3)
: as attracted to the other brand as current choice. (4)
: prefer the other brand but have not switched yet.
Points of Parity /Difference
, are strong, favorable and unique associations for a brand, they may be based on almost any time of attribute of benefit. These are benefits that consumers strongly associate with a brand, and believe that they could not find it with a competitor
, associations that may be shared with other brands. Come in two forms, category and competitive.
, they represent necessary features but not necessarily sufficient conditions for brand choice (A bank might not be considered a bank if it didn't have the basic services).
, to negate a competitors points of difference
POP vs POD
, POP are easier to achieve, whereby in POD the business must clearly demonstrate superiority. Key to positioning is to so much in achieving POD as in achieving necessary or competitive POP
Choosing POP and POD
Establishing POP & POD
, launch two marketing campaigns at the same time, each devoted to a different brand attribute or benefit. The hope is that consumers will be less judgmental of the POP and POD benefits
Redefine the relationship
, turning negative customer relationships into positive ones this can be done by providing customers with a different perspective and suggesting that they may be overlooking or ignoring certain factors or other considerations
, what brands are able to do
, the product must be feasible in terms of affordability, resource necessary to make
: current or future prospects of communicating information to create or strengthen the desired associations
(what consumers want
, customers must find the POD distinctive and superior
, customers must find the POD relevant to them
, are three- to five -word phrases that capture the irrefutable essence or spirit of the brand positioning.
Writing a brand mantra
(Broken down into three functions)
, constrict business functions to clarify its nature
, how does the brand provide benefits and in what way?
(nature of product/service)
Implementing a brand mantra
, (they need to be)
category of businesss, what is unique about brand
, memorable, short
Are powerful devices as they can provide guidance as to what products to introduce, what campaigns to run, where and how the brand should be sold .