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Competitive and Effective Brand Positioning, chapter 07 - Coggle Diagram
Competitive and Effective Brand Positioning
position
basic concept
definition; goal
function
value proposition
requirements
choosing a competitive frame of reference
competitive frame of reference;
category membership: definition; three main ways(P111)
industry;
monitor three variables: share of mind; share of heart; share of market
identifying potential Points-Of-Difference and Points Of -Party
PODs: definition; criteria;
POPs: definition; form
two main options when expanding or widening
competitive advantage & perceptual maps
emotional branding
creating a brand manta
brand manta
alternative approaches
brand narratives and storytelling
base; 2. five elements; 3. primal branding
cultural branding
Competitive strategies
Market leader
Expanding total market demand
New users: market-penetration strategy; new-market segment strategy; geographical-expansion strategy
New uses
New usages
Defending market share
Defensive MKG: six defensive strategies
proactive MKG
responsive & anticipative & creative marketer
proactive skills: responsive anticipation; creative anticipation
Increasing market share
Antitrust action; Economic cost; Wrong MKG-mix; Hurt product value
Market challenger
Identify opponent
Market leader; Peers; Small local and regional firms; Industry as a whole
five attack strategies
Market follower
production imitation strategy
Cloner; 2. Imitator; 3. Adapter
Market nicher
high margin; 2. create, expand and protest; 3. multiple niching & single niching
chapter 07