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Brand Positioning & Values

Brand Positioning & Values. Chapter 3. Target Market. Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo . Taxonomy of Users. Social or personality types Different wants and needs Identity profiles Health club users

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Brand Positioning & Values

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  1. Brand Positioning & Values Chapter 3

  2. Target Market Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo

  3. Taxonomy of Users • Social or personality types • Different wants and needs • Identity profiles • Health club users • Muscle Mike • Stylin’ Susan • Lookin’ Lucy • Sweating Sam • Zombie Zoe

  4. Points of Difference & Parity Difference • Strong, favorable, unique • Attribute or benefit Parity • Shared with other brands • Important for brand extensions

  5. Competitive Positioning Strategy Brand category focus Central Position - market leader, me-too

  6. Differentiated position - new feature, combo

  7. Creative Positioning Strategy Advertising focus User as hero - social attributes; special TM

  8. Product as hero - brand benefit, brand character

  9. Objective-based positioning • Brand awareness Prominent visuals

  10. Brand attitude Political focus

  11. Purchase Motivation Strategy • Negative - informational Dental floss • Positive - transformational Hair color

  12. Means-End Chain:Toothpaste Attributes Benefits Value Fluoride no cavities health Generic low cost economy Baking soda whitening beauty Mint nice breath social No additives natural ecology

  13. Brand Mantra • Built upon core brand values • Makes a core brand promise • Heart and soul of brand • 3-5 word phrases • Generates spirit of the brand • Helps position the brand

  14. Mantra terms: Nike & Disney • Brand function - nature of product or service; performance, entertainment • Descriptive modifier - specific functions; athletic performance, family entertainment • Emotional modifier - how brand delivers benefits; authentic, fun

  15. Your brand mantra • Brand function • Descriptive modifier • Emotional modifier

  16. Positioning Politicians Category Bush Kerry Coffee Dunkin Donuts Starbucks Technology IBM Apple Auto Ford BMW Retail Kmart Target Fast food McDonalds Subway Campaign Old Reliable Challenger

  17. ZMAT • Read brand focus 9.0 • Select a minimum or 12 images from magazines, photos, etc that represents your thoughts and feelings about your favorite brand • Put the images together in a collage that communicates your subconscious thoughts and feelings about the brand • Bring your collage to class with stories of how each visual feeling connects you to the brand

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