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Brand positioning Guidelines (Define competitive FoR (Determine category…
Brand positioning Guidelines
Basic concepts
3 interconnected models: Micro and macro perspectives on successful brand building
2) Brand resonance model
how to turn brand positioning into intense, active loyal relationships w/ customers for brand
3) Brand value chain model
How to trace value creation process to better understand financial impact of marketing expenditure and investments to create loyal customers and strong brands
1) Brand positioning model
How to establish comp advantage in minds of con in market place
Define competitive FoR
Brand category membership is conveyed by
communicating category benefits
will deliver on fundamental reason for using category
Exemplars
associate pork with chicken; " the other white meat"
Determine category membership
with which products does a brand compete
product CM tells con about goals achievable by using offering
not a focal issue for highly established p/s
Product descriptors
convey category origin: dried prunes vs dried plums
Developing good positioning
2) ID all POP's
Turn copms POD's into own brands POP's
3) reflect con POV ITO benefits that con derive from brand
POD makes clear what benefits are desirable and what benefits of derived from unique attributes
1) Foot in present, foot in future
aspirational room to grow and improve, balance what the brand is and what it could be
4) POD's and POP's must appeal to head and heart
Selecting POD's
3 key considerations in determining if attribute/benefit can serve as POD
2) Deliverability: ability to produce offering as well as convince con of ability to do so
3) Differentiating: POD must be distinctive and superior, pre-emptive,defensible,difficult to attack.
1) Desirability: personally relevant and important, must matter
Considerations must be aligned with perspectives on which brand is evaluated, namely consumer, company and competition
Compelling and credible reason for choosing above other options