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Differentiation and Brand Positioning

Differentiation and Brand Positioning. With Duane Weaver. Outline. Brand Positioning Differentiation Marketer’s Brand Positioning Levers Brand Positioning Process Images source: http:// www.brandsoftheworld.com (January 29, 2012). Brand Positioning.

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Differentiation and Brand Positioning

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  1. Differentiation and Brand Positioning With Duane Weaver

  2. Outline • Brand Positioning • Differentiation • Marketer’s Brand Positioning Levers • Brand Positioning Process • Images source: http://www.brandsoftheworld.com(January 29, 2012)

  3. Brand Positioning • Place Brand occupies in customers’ minds as it relates to their needs and available competitors’ offerings and… • Marketers’ decision making intended to create this position

  4. Differentiation • PHYSICAL POSITIONINGe.g.: Ex. 7.2limitation – physical alone does not give clear insight into “customers’ minds” positioning. • PERPETUAL POSITIONINGrelates to “benefits provided”

  5. Marketers’ Brand Positioning Levers • Get into your teams and discuss examples of brands that you see competitively positioned. Provide a Brand example for each of the following levers that describes how they have established differentiation using that lever. • Simple physical • Complex physical • Essentially abstract • Price

  6. Preparing Marketing Strategy FoundationBrand Positioning Process • Identify relevant set of competitive products • Identify determinant attributes • Features • Benefits • Parentage • Manufacturing process • Ingredients • Collect Data -- CUSTOMER PERCEPTIONSAnalyze Current Brand PositionsPositioning grid, Value Curve, Marketing Opportunities, Constraints • Customers’ Most Preferred Combination of Attributes • Consider Fit of Positions with Customer Needs and Segment Attractiveness • Positioning Statement or Value Proposition to Guide Marketing Strategy • Endorsements • Comparison • Proenvironment • Price/quality (and any more trade-offs?)

  7. THANK YOU FOR YOUR TIME • Team Time – work on pitches • FOCUS and PURPOSE • CONTENT • PRAGMATIC/SUCCINCT/PROFESSIONAL • PRESENCE • PRACTICE • PLAN B and C

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