BRAND positioning

1. BRANDpositioning

2. Objectives of the Class

3. An orange... is an orange... is just an orange. Unless, of course, that orange happens to be a SUNKIST, a name eighty percent of consumers know and trust -Russell L.Hanlin, CEO, Sunkist Growers What is a BRAND?

4. The Definition I “A brand is a name, term, sign, symbol or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competition.” American Marketing Association

5. The Definition II “...A brand is a collection of perceptions in consumer’s mind...” Paul Feldwick

6. Definition III • A brand is • A continuous collection • Of functional, emotional and self-expressive • Promises • To a target audience • That are unique and important • These promises are actively communicated thruogh the 4 P (product, price, place, promo)

8. The key to branding is that consumers perceive differences among brands in a product category

9. Creating perceived differences • Branded product may be • Physical good • Place, person • Organization, idea • Brands create competitive advantages • By product performance (Sony, Gillette, 3M) • Non-product-related means (Coca-Cola, Calvin Klein) • Associations • By creating perceived differences between products through branding, marketers create value

10. How to brand a product?

11. What is Positioning? The act of designing the company’s image and value offer so that the target customers understand and appreciate what the company stands for in relation to its competitors. P Kotler

12. What is Positioning? Positioning is the choice of target market segments which determines where the business competes, and the choice of differential advantage which dictates how it competes. P Doyle

13. Positioning “Positioning starts with a product. A piece of merchandise, a service, a company, or even a person… But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” Ries and Trout

14. Positioning: Stage1

15. Positioning: Stage 2

16. Positioning: Stage 3

17. Example: Potato Chips 1 Attribute 2 3 Benefit 4 5 (-) (+) Emotion John R. Rossiter, Larry Percy, Advertising Communications & Promotion Management, 1998, McGraw Hill

18. The Key Output of Positioning:Positioning Statement “For _______________ , the _________________ offers [Highest Ranked Segment [Product Family Name] _________________________________________ because [Highest Weighted Benefit] ________________________________________________. ” [Competitive advantage company possesses]

19. Positioning Statement Examples EXAMPLE : AVIS “For business people who rent cars, Avis is the company who will provide the best service because the employees own the company.” EXAMPLE : HOME DEPOT “For do-it-yourselfers, Home Depot offers the best prices because we are the largest building supply company.” EXAMPLE : BODY SHOP “For people seeking wellness, the Body Shop offers the most natural bath and cosmetic products because we are the most environmentally friendly cosmetics company.” EXAMPLE : SOUTHWEST AIRLINES “For short-route travelers, Southwest Airlines offers the best prices with reasonable and dependable service because we don’t charge customers for amenities.”

20. Manufactured Goods Positioning Statements

21. Unique Positioning Checklist Strongly Strongly Disagree Agree Customer Checklist 1. Target customers can comprehend it 2. Target customers will find it memorable 3. Target customers will find it believable 4. Target customers will find it relevant to their needs 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Organization Checklist 1. We have the resources to attain this position 2. It is flexible enough to allow us some room to maneuver in the future 3. We can ultimately reach to multiple segments with this positioning statement 4. This positioning statement is consistent with our core competencies. 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

22. Unique Positioning Checklist Strongly Strongly Disagree Agree Competition Checklist 1. Competition will concede this position 2. This is distinctive from the competition’s positioning statement 3. It would be hard for an existing competitor to match this positioning statement 4. It would be hard for a potential competitor to match this positioning statement 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Scoring: 55-60 Outstanding 50-54 Excellent 42-49 Acceptable <42 Unacceptable

24. Questions: • What is the positioning of this product in the market? • Write the positioning statement for this product

25. Marketing Mix Decisions The concept of a BRAND trancends all parts of Marketing Mix

26. Reading • Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications Prentice Hal, Chapters related to branding and positioning • De Pelsmacker, P. Geuens, M., and Van Den Bergh ,J. (2004) Marketing Communications, Prentice Hall, London, Chapters related to branding and positioning • Fill, C. (2005) Marketing Communications Prentice Hall, London, Chapters related to branding and positioning