Crafting the Brand Positioning

Richa TiwarySneha DroliaShouvik GuptaUtkarsh Goyal

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-2

Marketing Strategy

T PSSegmentation Targeting Positioning

The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

Positioning

Brand Positioning

Frame of Reference

Points of parity / difference

Brand mantra

Competitive Frame of Reference

Identifying CompetitorsAnalyzing Competitors

Analyzing Competitors Customer Ratings of Competitors

Points of Parity / DifferencePoints of Parity

POP

Points of DifferencePOD

Point-of-Difference Criteria

Desirable

Deliverable

Differentiating

Brand MantrasMaza – “bina guthliyon wala aam”

Disney – “fun family entertainment”

Brand Mantra Criteria:• Communicate• Simplify• Inspire

Establishing Brand Positioning

Internally

Points of difference

Communicate Category Membership• Category Benefits• Compare to exemplars• Product descriptor

Points of parity

Constructing a Brand Positioning Bull’s-Eye

Conveying Category Membership

• Announcing category benefits• Comparing to exemplars• Relying on the product descriptor

Examples of Negatively Correlated Attributes and Benefits

• Low-price vs. High quality

• Taste vs. Low calories

• Nutritious vs. Good tasting

• Efficacious vs. Mild

• Powerful vs. Safe• Strong vs. Refined• Ubiquitous vs.

Exclusive• Varied vs. Simple

Differentiation Strategies

Competitive Advantage

Sustainable Leverageable

Customer Advantage

Means of Differentiation

Employees

Channels

Image

Services

Service Differentiation

Reliability

Resilience

Innovativeness

Emotional Branding

Emotional

Rational

Lovemarks• Mystery• Sensuality• Intimacy

Emotional BrandingShare of Market

Share of Mind

Share of Heart

Alternative Positioning Approaches

Brand Narratives / Storytelling

Brand Journalism

Cultural Branding