Brand Positioning

1. Brand Positioning

2. Brand Positioning • 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?”

3. Brand Positioning • 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

4. Brand Positioning • What is positioning? • marketers define positioning as creation of top-of-the-mind awareness of their product with consumers

5. Brand Positioning • Who... • Asks what’s in your wallet? • is “finger lickin’ good”? • is “everywhere”? • Wants you to “think outside the bun”? • Is “like a rock”?

6. 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

7. Brand positioning process • Effective Brand Positioning requires identifying and communicating a brand's uniqueness and value. • The brand positioning process involves: • Identifying the business's direct competition. • Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.) • Comparing the company's positioning to its competitors' to identify viable areas for difference. • Developing a distinctive brand positioning statement, key messages and customer value propositions.

8. Positioning & Market Mapping One method used to understand a products position is to create a market map. The market map illustrates the range of positions that a product can take in a market based on two dimensions that are important to customers. Examples of those dimensions might be: High price vs low price Basic quality vs High quality Low volume vs high volume Necessity vs luxury Light vs heavy Simple vs complex Lo-tech vs high-tech Young vs Old

9. Positioning & Market Mapping The map below shows one possible way in which the chocolate bar market could be mapped against two dimensions – quality and price:

10. Positioning & Market Mapping A market map is used to identify where there are “gaps in the market” – where there are customer needs that are not being met.   For example, in the chocolate bar market: Divine Chocolate successfully spotted that some consumers were prepared to pay a premium price for very high quality chocolate made from Fair Trade cocoa. (fair trade wiki) Green & Black’s exploited the opportunity to sell premium chocolate made from organic ingredients. Both these brands successfully moved into the high quality / high price quadrant (see above) before too many competitors beat them to it.

11. Types of Positioning

12. Types of Positioning • BENEFIT POSITIONING • TARGET POSITIONING • PRICE POSITIONING • DISTRIBUTION POSITIONING • SERVICE POSITIONING

13. Types of Positioning • BENEFIT POSITIONING • customers buy products that are beneficial • companies try to position products as giving benefits or solving problems • problem: benefits are quickly lost to competitors (ie Sony Pioneered the portable music player…)

14. Types of Positioning • TARGET POSITIONING • focus on positioning the product on a specific consumer segment(name some cereals – and intended market…) • problem: target markets are unpredictable; a product may lose favour with the target market; but gain with another(Blackberry – meant for Business, became popular with teens for BBM)

15. Types of Positioning • PRICE POSITIONING • offer either the highest- or lowest-priced item in a category • most expensive • luxury items may offer more status than quality (ie Rolex, Gucci) • Price may be associated with superior quality Example Mercedes Benz

16. Types of Positioning • PRICE POSITIONING • inexpensive • reduce features/services but, emphasize “good value” Effective Price Positioning: Wind Mobile • advertising product as similar to expensive ones may give perception of inferior quality

17. 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 Examples: - On-line book sales or eBook downloads - Content downloaded to your TV…

18. 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 delivery

19. Types of PositioningQuick Assignment – with a partner • Name products that are: • Promoted for a specific benefit. • Directly advertised to a specific group of people. • The most or least expensive in their product market. • Obtainable in a unique way. • 5. Promoted by highlighting services that you get with the products. • 6. Map one of your products using a quality/price Market map. (see Slide 9)

20. How to Position a Product

21. Positioning Statements

22. The Positioning Statement -Creating A Unique Brand Identity Goals: - Find a unique benefit. - Exploit that benefit to create a differentiation in the mind of the consumer. - Convince the consumer that your brand is Different, Better, Special.

23. Life Currencies (for product focus) • Money • Information • Time • Energy • Space • Fun • Fear

24. The Positioning Statement The end result of positioning is the creation of a market-focused value proposition, a simple clear statement of why the target market should buy the product. Example: Volvo (station wagon) - Slogan -- Volvo. For Life. - Target customer - Safety conscious upscale families, - Benefit - Durability and Safety, - Price - 20% premium, - Value proposition - The safest, most durable wagon in . which your family can ride.

25. The Positioning Statement • A positioning statement should answer five questions: • What is it? • Who is it for? • What problem does it solve? • What's the value? • How is it different from others?

26. Quick Assignment:Complete the following for a familiar Product:

27. Positioning statements • are often tied • to the product slogan…

28. Positioning Statements in Slogans Can you name the company? 1. Ask a questionDoes she or doesn't she? Clairol 2. Suggest the cost of not using your product … Because so much is riding on your tiresMichelin 3. Use a two-fold delivery with a twist Common sense. Uncommon results David Ingram and Associates 4. Use an imperative call to actionJust do it Nike 5. Show your unique commitmentWe try harder Avis 6. Combine a feature and a benefit in the same phraseMake your self at home IKEA 7. Explain product superiorityTakes a licking and keeps on ticking Timex 8. Turn a business maxim on its earThink small Volkswagen

29. Positioning Statements in Slogans Can you name the company? 9. Declare a superlative feature The world's #1 selling financial softwareQuicken 10. Use a cheeky call to action Let us tan your hide Crisby Frisian Fur Co. 11. Personify your product Laughs at timeDuPont(paint) 12. .Link a well-known phrase with your product benefit Understanding comes with TimeTime magazine 13. Make a compelling promise The world on timeFederal Express 14. Describe your product in a novel way Liquid jewelryLorr Labs (nail polish) 15. Use an emotive call to action Reach out and touch someoneAT&T 16. Revisit a familiar call to action (play on another slogan) Reach out and bust someoneCrime Stoppers

30. Positioning Statements in Slogans Can you name the company? 17. Distil your businesss into one phrase The Document CompanyXerox Corp. 18. Brag about yourself We take the world's greatest picturesNikon 19. Be whimsical It's the real thingCoca-Cola 20. Link a product feature with an abstract need A diamond Is foreverDeBeers 21. Use an evocative call to action Put a tiger in your tankESSO 22.Tie your slogan to your logo Get a piece of the RockPrudential Insurance. 23.Use alliteration Soothes.Cleanses.Refreshes. Murine Co.(eyedrops)

31. Positioning Assignment • Add a “positioning Statement” to your Logo, Slogan, Brand name assignment.