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Crafting Brand Positioning - Coggle Diagram
Crafting Brand Positioning
Positioning
Brand Substitution
Value Proposition
Competitive Frame of Reference
Identifying Competitors
Category Membership
Industry
Competitors
Analyzing Competitors
Points-of-Difference
Desirable to consumer
Deliverable by the company
Differentiating from competitors
Specific POPs & PODs
Competitive Advantage
Means of Differentiation
Perceptual Maps
Emotional Branding
Points-of-Parity
Category
Correlational
Competitive
Brand Mantras
Communicate
Simplify
Inspire
Establishing Brand Positioning
Communicate Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product description
Monitoring Competition
Share of Market
Share of Mind
Share of Heart
Alternative Approaches
Narrative Branding
Setting
Cast
Narrative Arc
Language
Cultural Branding
Small Business
Find Compelling product/service performance advantage
Focus on building strong brands base on key associations
Encourage product/service trial in any way possible
Develop cohesive digital strategy to make the brand "bigger & better"
Create buss & loyal brand community
Emply a well-integrated set of brand elements
Leverage secondary association
Creatively conduct low-cost marketing research