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Positioning & Branding

Positioning & Branding. Who... tells you to “Just do it”? is “the real thing”? makes your hamburger “a beautiful thing”? is “slightly ahead of our time”? advertised “drivers wanted”?. Positioning & Branding. Who... “takes a lickin’ and keeps on tickin’”?

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Positioning & Branding

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  1. Positioning & Branding • Who... • tells you to “Just do it”? • is “the real thing”? • makes your hamburger “a beautiful thing”? • is “slightly ahead of our time”? • advertised “drivers wanted”? BMI3C Unit 6

  2. Positioning & Branding • Who... • “takes a lickin’ and keeps on tickin’”? • is brown, in “what can brown do for you today?” • asked “where do you want to go today?” BMI3C Unit 6

  3. Positioning & Branding

  4. Positioning & Branding • What is positioning? • the creation of an image of the product in the consumer’s mind • establishes what the product is, and sometimes what it is not • cannot please everyone BMI3C Unit 6

  5. Positioning & Branding • What is positioning? • marketers define positioning as creation of top-of-the-mind awareness of their product with consumers BMI3C Unit 6

  6. Positioning & Branding • Who... • do “you always have time for”? • is “finger lickin’ good”? • is “everywhere”? • offers food that “tastes great, open late”? • Is “like a rock”? BMI3C Unit 6

  7. Positioning & Branding • Who... • is “moving at the speed of business”? • says “impossible is nothing”? • Wants you to “Grab Life By The Horns”? • Asks what’s in your wallet? BMI3C Unit 6

  8. Positioning & Branding • Who... • Bets “you can’t eat just one”? • Wants you to “think outside the bun”? • Others? BMI3C Unit 6

  9. Positioning & Branding • by creating top-of-the-mind awareness, these companies have successfully positioned their product • You remember: • the slogan • the product • what it’s for BMI3C Unit 6

  10. Types of Positioning

  11. Types of Positioning • BENEFIT POSITIONING • customers buy products that are beneficial • companies try to position products as giving benefits • problem: benefits are quickly lost to competitors BMI3C Unit 6

  12. Types of Positioning • TARGET POSITIONING • focus on positioning the product on a specific consumer segment • problem: target markets are unpredictable; a product may lose favour with the target market; but gain with another BMI3C Unit 6

  13. Types of Positioning • PRICE POSITIONING • offer either the highest- or lowest-priced item in a category • most expensive • luxury item; offering more status than quality • educate customer on quality BMI3C Unit 6

  14. Types of Positioning • PRICE POSITIONING • inexpensive • reduce features/services, and then cost • advertising product as similar to expensive ones may give perception of inferior quality BMI3C Unit 6

  15. Types of Positioning • PRICE POSITIONING • middle ground is too competitive to be used as a position; hard to brand a product as most reasonably priced BMI3C Unit 6

  16. Types of Positioning • DISTRIBUTION POSITIONING • unique sales technique offers a different method of distribution • placing your product where no similar products are gives a unique distribution position • Amazon.com: online book sales BMI3C Unit 6

  17. Types of Positioning • SERVICE POSITIONING • giving the consumer added service gives the product unique service positioning • ie. open 24 hours, free coffee and newspaper during oil change, free pick-up BMI3C Unit 6

  18. Chapter 5 Review • Come up with five questions on chapter 5 for game to be played in last half of class Monday. • Study quietly for test Tuesday. BMI3C Unit 6

  19. Types of Positioning • Name products that are: • Promoted for a specific use • Directly advertised to a specific group of people • The most or least expensive in their product market • Obtainable in a unique way • Promoted by highlighting services that you get with the products BMI3C Unit 6

  20. Types of Positioning • BENEFIT POSITIONING • TARGET POSITIONING • PRICE POSITIONING • DISTRIBUTION POSITIONING • SERVICE POSITIONING BMI3C Unit 6

  21. How to Position a Product

  22. How to Position a Product • Positioning Premise • marketers need to be prepared to alienate some customers • some people will not want the product, some companies will not want some customers • single out your target demographic BMI3C Unit 6

  23. How to Position a Product • Long-Term Positioning • select a position the product can maintain for a long time • try to choose something others will not easily copy, but also not something no one else can copy (ie. Sony Beta technology) BMI3C Unit 6

  24. How to Position a Product • Relevant Positioning • product positioning must be important to the consumer BMI3C Unit 6

  25. How to Position a Product • Clear and Coherent Positioning • customers need to understand the position of the product; if they don’t know, they won’t buy • done using in-store displays, product packaging, signs, ads BMI3C Unit 6

  26. How to Position a Product • Distinctive Positioning • products without positioning have a hard time convincing customers to buy their product; must use significant discounts, complicated push strategy, costly ads BMI3C Unit 6

  27. How to Position a Product • Distinctive Positioning • less costly and more effective if the consumer believes in the product, understands it, and knows how to use it BMI3C Unit 6

  28. Types of Positioning Benefit Target Price Distribution Service How to Position Long-term Relevent Clear & Coherent Distinctive BE CAREFUL! BMI3C Unit 6

  29. Branding

  30. Branding • product development designs product▼ • brand is created for the product to give a unique identity▼ • advertising used to establish brand identity and value in customers’ minds. These activities are called product differentiation - ways to distinguish one company’s products from those of another company BMI3C Unit 6

  31. Branding • What is a brand? • all the features that make up a product’s image • name/logo/slogan used to identify the company, its products, services BMI3C Unit 6

  32. Branding • What is a brand? • unbranded products are called commodities, it is hard to differentiate between producers • eg. milk, eggs, wheat, chicken, pork BMI3C Unit 6

  33. Branding • What is a brand? • commodities are sold through a pool which markets the product to benefit all producers egg farmer egg marketing board egg farmer consumer BMI3C Unit 6 egg farmer

  34. Branding • Brand names • either corporate dominant or product dominant BMI3C Unit 6

  35. Branding • Brand names • Corporate dominant names include the name of the company in the brand name, or as the product name • Kellogg’s Raisin Bran Compaq computers • Chevrolet Cavalier Purina Cat Chow • .... what are some others you can think of? BMI3C Unit 6

  36. Branding • Brand names • private label brands focus on the seller • stores use well-known companies to make products with the store’s label on it • manufacturer doesn’t promote or advertise product BMI3C Unit 6

  37. Branding • Brand names • product-dominant names connect a product with its positive attributes • names are often made-up words to be associative Luvs, Accura, Häagen Dazs BMI3C Unit 6

  38. Branding • Logos • generic term for symbolic ways to create a brand • trademarks, names, brands, logotypes, corporate symbols BMI3C Unit 6

  39. Branding • Logos • three forms: • monogrammatic logo – stylized writing of initials (CCM, TSC) • visual symbols – pictures (Kodiak bear) • abstract symbols (Nike swoosh) BMI3C Unit 6

  40. Branding • Slogans • a short catchy phrase always attached to the company’s name and logo (Harvey’s “Long Live the Grill”) What are other slogans you know? BMI3C Unit 6

  41. Branding • HOMEWORK – “Five Fives” • Find: • 5 commodities • 5 corporate-dominant names • 5 product-dominant names • 5 logos for products/brands • 5 slogans for products BMI3C Unit 6

  42. Brand Strategies

  43. Brand Strategies • Support for an Existing Brand • Brand strategies may change: new packaging, different target market, new ads. However, once a brand is positioned in a consumer’s mind, it is difficult to reposition it. BMI3C Unit 6

  44. Brand Strategies • Support for an Existing Brand • Brand strategy often changes when entering a foreign market for cultural, political or economic reasons. BMI3C Unit 6

  45. B A P 2 M

  46. Brand Strategies • Development of a Brand Extension • Creation of a new product based on an older brand’s success. • EXAMPLE: Small Fry Snack Foods owns Humpty Dumpty, still put the “egg logo” on packaging because of the success of Humpty Dumpty chips. BMI3C Unit 6

  47. B A P 2 M

  48. Brand Strategies • Licensing a Successful Brand • Similar to brand extension—one company’s brand appears on another company’s products. Companies license their brand to others for a fee (percentage). BMI3C Unit 6

  49. Brand Strategies • Licensing a Successful Brand • EXAMPLE: The NHL doesn’t manufacture hockey paraphernelia, they license the logos to other companies for a percentage of the sales. • Famous people license themselves... how? BMI3C Unit 6

  50. B A P 2 M

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