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Week 3 - Brand positioning - Coggle Diagram
Week 3 - Brand positioning
Brand positioning and the different brand positioning strategies;
Brand positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers minds.
Strategies include
Attributes
Competitors
Use or application
Price/quality
Product user
Product class
Cultural symbol
Perceptual mapping - on axis
Four components of brand positioning
Who is the target consumer/customer? Why?
Who are the main competitors?
In what way/s is the brand similar to competitors (points of parity)
In what way/s is the brand different from competitors (points of difference)?
POP and POD
Points-of-difference (PODs): Formally defined as attributes or benefits that consumers strongly associate with a brand
Points-of-parity (POP) associations: Not necessarily unique to the brand but may be shared with other brands
PODs and POPs help create a clear position in the mind of the consumer and assist marketers to position their brand.
Core brand associations and brand mantra
Definition
A brand mantra is an articulation of the “heart and soul” of the brand
Three-to-five word phrase that captures the essence or spirit of the brand positioning and brand values.
Communicates unique characteristics of the brand
Considerations
Communicate: the category of the business to set the brand boundaries and clarify what is unique about the brand
Simplify: Be simple, crisp, and vivid
Inspire: Stake out ground that is personally meaningful and relevant
Emotional modifier
how exactly does the brand provide benefits (not features), and in what ways?
primary emotional value