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MS-CT-KK-C10 Crafting the brand positioning (choosing a competitive frame…
MS-CT-KK-C10 Crafting the brand positioning
developing a brand positioning
understanding positioning and value propositions: clarifying the brand's essence; help the consumer achieve and showing how it does so in an unique way.
brand substitution text
Positioning requires: 1) choosing a frame of reference by identifying the target market and relevant competition; 2) identifying the optimal points-of-parity and points-of-difference brand associations given that frame of reference; 3) creating a brand mantra summarizing the positioning and seance of the brand.
choosing a competitive frame of reference
Identifying competitors - category membership (the number of sellers; degree of vertical integration; degree of globalization) - satisfy the same customer need
Analyzing competitors -- customer awareness; product quality; product availability; technical assistance; selling staff
Identifying potential points-of-difference & points-of-parity
Points-of-difference (PODs): desirability, deliverability, differentiability; 1)desirable to consumer; 2) deliverable by the company; 3) differentiating from competitors
POPs: category, correlational, competitive
Multiple frames of reference
develop the best possible positioning for each type or class of competitors
see whether there is a way to create one combined positioning robust enough to effectively address the most important set of competitors to serves as the competitors frame
straddle positioning: allow brands to expand their market coverage and potential customer base
Choosing specific POPs & PODs
Means of differentiation: marketers have to match consumers' desire for a benefit with their company's ability to deliver it.
Perceptual maps
emotional branding: strong brands often seek to build on their performance advantages to strike an emotional chord with customers.
Brand mantras
role of brand mantras: economically communication what the brand is
Designing a brand mantra: communicate, simplify, inspire
Establishing a brand positioning
Positioning and branding for a small business
Alternative approaches to positioning