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Components of brand positioning (2) (Points of difference (POD) (Brand…
Components of brand positioning (2)
Competition
Defined by TM segments & factors to consider incl:
resources
capabilities
channels of distribution
interiors of firms
indirect competitions
Comp may occur at benefit level and not attribute level
Stereo equip and vacation time compete as luxury goods w/ string hedonic benefit.
Apparel vs Lifestyle prod like electronics
Focus on POD
Do Not define too narrowly/broadly
when prod category is defined too broadly indirect competition enters w/ abstract associations
definite comp at different levels
Fanta grape
Product category:
all soft drinks
Product class:
all beverages
Product type
: non-coke flavored soft drinks
Multiple frames of reference
Occur as a result of 3 things:
1) Broad category comp
2) Intended future growth
3) Same functions can be performed by different types of products
Points of difference (POD)
Attributes/ benefits that con strongly associate w/ a brand, positively evaluate & believe that they don't find to the same extent w/ a competitive brand
Brand association can be:
Functional/ performance related
abstract/ imagery related
Consumer choices depend on perceived uniqueness of brand associations
POD is defined ITO consumer benefits
Reasons to believe
POP vs POD
POP is easier to achieve than POD, POD must demonstrate clear superiority
Key is achieving necessary, competitive and correlational POP's
Points of parity (POP)
Not unique to the brand and may be shared w/ other brands
3 Types of POP associations
2)
Competitive POP
designed to negate competitors POD
Break even
3)
Correlational POP
potentially negative associations that arise from the existence of other more positive associations for the brand
1)
Category POP
represents necessary but not necessarily sufficient conditions for brand
at generic/ expected product level