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Week 2: Customer-based Equity & Brand Positioning (Positioning…
Week 2:
Customer-based Equity & Brand Positioning
Identifying and Establishing
Brand Concepts
Basic Concepts
Brand positioning
Target Market
Consumer segmentation bases
Behavioural
Demogrpahic
Psychographic
Geographic
Nature of Competition
Competitive analysis
Indirect competition
Multiple frames reference
POP and POD
Positioning Guidelines
Defining and communicating the competitive frame of reference
Choosing POD
Establishing POP and POD
Sraffle positions (2 frames of reference)
Updating position overtime
Developing a good positioning
Brand Equity
Defining cust-based
brand equty
Differential effect
Brand knowledge
Consumer response to marketing
Sources of Brand Equity
Brand Awareness
Brand recognition
Brand recall
Brand Image
Strengths of Brand Associations
Favourability of Brand Associations
Uniqueness of Brand Associations
Brand Mantra