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Crafting Your Distinct Brand Positioning Strategy

Learn effective brand positioning strategies, competition analysis, differentiation methods, and communication approaches. Develop a unique value proposition for your brand and understand the importance of Points-of-Difference and Points-of-Parity. Find out alternative positioning techniques and branding tips for small businesses.

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Crafting Your Distinct Brand Positioning Strategy

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  1. Chapter 10 Crafting the Brand Positioning

  2. Learning Objectives • How can a firm develop and establish an effective positioning in the market? • How do marketers identify and analyze competition? • How are brands successfully differentiated? • How do firms communicate their positioning? • What are some alternative approaches to positioning? • What are the differences in positioning and branding for a small business?

  3. Developing a Brand Positioning • Positioning • The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market • Value proposition

  4. Value proposition

  5. Competitive Frameof Reference • Competitive frame of reference • Defines which other brands a brand competes with and which should thus be the focus of competitive analysis • Identifying and analyzing competitors

  6. Competitive Frameof Reference

  7. Points-of-Differenceand Points-of-Parity • Points-of-difference (PODs) • Attributes/benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

  8. Points-of-Differenceand Points-of-Parity • POD criteria Desirable Deliverable Differentiating

  9. Points-of-Differenceand Points-of-Parity • Points-of-parity (POPs) • Attribute/benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands

  10. Points-of-Differenceand Points-of-Parity • POP forms Category Correlational Competitive

  11. Pop vs. pod • Multiple Frames of Reference • Straddle Positioning

  12. Points-of-Differenceand Points-of-Parity • Choosing specific POPs and PODs • Competitive advantage • Means of differentiation • Perceptual map • Emotional branding

  13. Points-of-Differenceand Points-of-Parity • Brand mantras Communicate Simplify Inspire

  14. Establishing a Brand Positioning • Communicating category membership Announcing category benefits Comparing to exemplars Relying on product descriptor

  15. Brand-positioningbull’s-eye

  16. CommunicatingPOPs and PODs • Negatively correlated attributes/benefits • Low price vs. high quality • Taste vs. low calories • Powerful vs. safe • Ubiquitous vs. exclusive • Varied vs. simple

  17. Monitoring Competition • Variables in assessing potential competitors • Share of market • Share of mind • Share of heart

  18. Alternative ApproachestoPositioning • Brand narratives and storytelling • Setting • Cast • Narrative arc • Language • Cultural branding

  19. Positioning/Brandingfor A Small Business • Find compelling product performance advantage • Focus on building one or two strong brands based on one or two key associations • Encourage product trial in any way possible • Develop cohesive digital strategy to make the brand “bigger and better” • Create buzz and a loyal brand community • Employ a well-integrated set of brand elements • Leverage as many secondary associations as possible • Creatively conduct low-cost marketing research

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