article -3 brand question
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Three Questions you need to askabout your BRAND.
By Kevin Lane Keller, Brian Sternthal,
and Alice Tybout.
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What coes to your ind !hen you
see these brands"
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Su#erior $andlin%&
'nnovation.
Natural hairsoothenin
%
A non-cosmetic,skin friendly cream
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(bserve, that one a)or as#ect is the #oints o*
di+erentiation . They are, in any cases, !hatconsuers reeber about a brand.
Aspects of Brand
Positioning :
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$(W-R, ana%ers have to #ayattention to t!o ore i#ortant as#ects /
0nderstandin% the*rae o* re*erence!ithin !hich theirbrands !ork
Addressin% *eaturesthat brands have incoon !ithco#etitors. 1 #ointso* #arity2
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3onsider S0BWA4..
't di+erentiated itsel* *ro other *ast5*oodrestaurants by *ocusin% on 6$ealth*ulness7o+ered by the Sub sand!ich.
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*eared that a stron%health5centered
ca#ai%n !ould )eo#ardi8e the#erce#tion o* sub!ayas a *ast5*oodestablishent !here%ood taste instead o*health is o*ten an
i#ortant *actor &
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Brand #ositionin% *ocusin% only on a#oint o* di+erence leaves out
i#ortant issues.
'denti9cation o* an a##ro#riate*rae o* re*erence and associated
#oints o* #arity are i#ortant.
THINK. AGAIN.
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S( !e ask ourselves:.
Have We Established aFrame?
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A *rae o* re*erence
Si%nals toconsuers the%oal they cane;#ect to
achieve by usin%a brand &
Dictates the ty#eso* associationsthat !ill *unction
as the #oints o*#arity anddi+erence.
't can be Brandsin the saecate%ory.
3an also be thebrands in roduct?s sta%e inthe li*e cycle
3o#etitors as the*rae o* re*erence.
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Consider Fed Ex :
Started o+ !ith a clear #oint o*
di+erence *ro traditional
ail delivery via >ostal serviceas “vernight !eliver"#$
$o!ever, any ne! co#etitors becae #roviders o* the sae
service and no!, they served as the *rae o* re*erence .
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Ho%? B" specif"ingattrib&tes li'e
“(peed# and
In such a frame, in order to standout FedEx ositioned itself assu!erior to them.
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frame ofreferencechan#es. E$en
the esta%lished%rands need to!ay close
attention.
&ue to the ad$ent of otherforms of documenttransmission like Fax,email , the 's!eedydeli$ery( !oint of
di)erence is rendered
)he frame of reference isexpanded to incl&de faxand email here$
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A*ter !e have set the *rae o*
re*erence, !e 9nd out:
Whether or not are !elevera%in% our >oints o*
>arit "
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't is es#ecially i#ortant to identi*y #ointso* #arity !hen !e introduce a ne! brand.
3onsuers ust #erceive your#roduct as a le%itiate and credible
#layer !ithin that *rae.
The ore innovative the #roduct, the%reater the di@culty o* 9ttin% it into anestablished *rae and eetin% the*rae?s iniu re
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The li*e and death o* otorolanvoy 1C52
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The Bi%%est Eau; >as !as :
. Wo!. 's it a #a%er"
. nah. 't?s tooLar%e to be oneand
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$. ' a not sure !hy 'should even s#end IJand #urchase this #roduct.
Witho&t a clear frame ofreference and lac' of points of
parit"* )he envo" %as
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Then cae The >al >ilot , a device !ith only a*raction o* the ca#abilities o* nvoy , !as launched.
The key *actorin the #roductssuccess !as its#oint o* #arity!ith electronicor%ani8ersM it!as able toclai this
cate%ory as a*rae o*re*erence.
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The ore the e;tension di+ers *ro abase brand, the %reater the i#ortanceo* *ocusin% on the *rae o* re*erence.
Brand ;tensions.
Dove oved into the
dish!ashin% li
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Sales !eredisa##ointin%. 't !asobvious that
consuers !erelookin% *or adish!ashin% liarity !ith
co#etitors be*ore stressin% itsdi+erences.
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Established brands$
ana%ers o* establishedbrands also need toreassess #oints o* #arity*ro tie to tiebecause attributes that!ere once di+erentiators
can becoe iniure
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Dealin% !ith co#etitors Savvy
arketin%.
arketers can hold o+ a co#etitor?s #oint o* di+erenceby creatin% co#etitive #oints o* #arity.
;a#le / Oillette is no lon%er the only
co#any sellin% tri#le5blade ra8ors:
DS'
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A %rand can '%reak e$en( in an area *herecom!etitors are tryin# to %reak a*ay and thenachie$e a !oint of di)erence in some other
+y attackin# a com!etitors !oint ofdi)erence and recastin# it as a !oint of!arity, a com!any ho!es to dra*attention to its o*n !oint of di)erence.
DS'PA>L /
A th l
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Another exam!le
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)he third most important,&estion %e as' o&rselves is :
Are The >oints o* Di+erence
3o#ellin%" 1Would the consuers
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Assuming a frame of reference is identied correctly,even seemingly contradictory points of dierence canbe powerful.
To tar%et youressa%e better,consider thesekinds o* di+erences
Brand #er*oranceassociations
Brand ia%eryassociations
3onsuer insi%htassociations
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-$ BrandPerformanceassociations
They relate tothe !ays in!hich a #roduct
or serviceatte#ts to eetcustoers*unctional needs.
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Eive broad cate%ories ,
!hich coe into #lay!hen brands are assessedon characteristics a buyercan investi%ate are /
Brand?s
#er*orance onbene9ts that#ro#tconsu#tion
The Brand?sreliability,durability, andserviceability
Servicee+ectiveness,e@ciency, ande#athy
Style anddesi%n
Associations tovalue and #ricei%ht hel#di+erentiate abrand *ro itsco#etitors
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F. Brand 'a%eryAssociations
When akin% choices based on e;#erience5such as!here to %et a haircut or eat dinner consuers usebrand ia%ery associations.
Brand ia%ery is ty#ically established by de#ictin% !ho uses the
brand and under !hat circustances.
./m going to &se "o&r brandfrom no% on* beca&se itma'es me feel good$ :P
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0$Cons&mer .nsight
associations$ They are %enerally used !ha brand?s #er*orance andia%ery don?t di+er uch
*ro those o* theco#etition.
.f all other meas&res are e,&al* abrand that can sho% cons&mers ithas insight into their problems orgoals can then ma'e the case thatit is the sol&tion$
E l
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Eor e;a#leLee )eans
sho!
!oen?stribulations inthe search *or
)eans that 9r!ell as thebasis *or
#ositionin%Lee as thebrand that
o+erssu erior 9t.
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Ho%ever* &se of cons&mer insight as a point of di1erence is generall" a less
attractive basis for positioning thanfoc&sing on a brand bene2t or imager"association beca&se insights intocons&mers goals are readil" em&lated$
The insi%ht that youn% en desired to be hi# andadired by their #eers has becoe a #oint o* #arityrather than a #oint o* di+erence *or autoobileco#anies5 the sae insi%ht underlines ads *ro
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The si#lest a##roach to believability is to #oint to a
unial5#ilotor%ani8er
(ne5button>3synchroni8ati
on
Sub!aysand!iches
Ee!er %ras o**at
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Deliverability.
A #roduct?s #oint o* di+erence needs to eet three deliverabilitycriteria. Eirst, creatin% the #oint o* di+erence ust be *easible &
Airlines ha$e %een *ise
enou#h to a%andone)orts to claim su!erioron-time !erformance astheir !oint of di)erence
%ecause there are too
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Secondly, #ositionin% on a #articular bene9tust be #ro9table, de*ensible, di@cult to attack.
Eor e;a#le, (ut#ost.co o+ered *ree deliveryo* custoer #urchases but canceled the servicea*ter one year !hen it becae a##arent the
bene9t could not be sustained #ro9tably
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arket Leaders ty#ically arket their #roductson the basis o* the cate%ory?s #oints o* #arity.
Eollo!er brands ust notne%lect #oints o* #arity as aeans o* announcin% their
*rae o* re*erence, but theyco#ete on #oints o*di+erence
Like cDonalds is %reat tasteM Sub!ay has %ood enou%htaste but co#etes on health*ulness.
>antene o+ers healthier hair MSuave %ives you healthy hair at a
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>uttin% 't All To%ether.
>oints o*>arity
Erae o*Re*erence
>oints o*Di+erence.
Develo#in% ane+ective#osition re
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nsurin% that attributes don?t contradictone another is #articularly i#ortant.
'ne;#ensive6o* hi%hesto!er*ul sa*e
ubi
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But. 't?s soeties #ossible to ake the casethat contradictions are, in *act, 3o#leents &
When a##le launched
acintosh, its key #oint o*di+erence !as 6 user*riendly7
But custoers assuedthat easy to use >3 could
not be very #o!er*ul
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But. Look at A##le?s %enius reaction
to that.
't started an Ad3a#ai%n thatstated 6 The ost#o!er*ul co#utersare ones that #eo#le
actually 0S 6
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akin% it Last.
As the brand a%es, the challen%e is toake sure it stays u# to date and intouch !ith consuers shi*tin% needs.
>resentin% the sae #oints o* di+erence over tie
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>resentin% the sae #oints o* di+erence over tiedoes not sustain a brand?s #er*orance. 't ay benecessary to dee#en the eanin%s associated
!ith this brand.
The brand is then#ositioned in such a !aythat its #oint o*di+erence becoes its
essence and i#lies%oal attainent. This iscalled Ladderin% u#.
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An e;a#le /
The *ocus o* initial advertisin% s#ot o* a cellular co#anyin the 9rst %eneration !as on uni
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'denti*y !hat is your 6B'O'DA7.
>resent the custoers , over tie, !ith avariety o* attributes that i#ly the B'OBene9t. 't builds a Stron%er brand ia%e.
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A DS' PA>L /
Which ever advertiseent o* Nira you see, Noticethat the naes o* the characters and their )obreain the sae .i.e. %ettin% their clothes urky&$ea, Rekha, aya Aur Susha.
The #eo#le readily associate the ad !ith the brand nae. Theyunderstand the Bi% idea o* the Ladies entioned above. And
hence the Brand ia%e is built.
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Avoid these >it*alls o* brand
>ositionin%.
Tryin% to build branda!areness be*oreestablishin% a clearbrand #osition.
>rootin% attributesthat consuersdon?t care about&
'nvestin% in #oints o*di+erences that can be
co#ied easily
Becoin% so intent onres#ondin% to co#etitionthat they !alk a!ay *ro
their established #ositions.
Re#ositionin% a brand !ithout#ro#er thou%ht. 't is al!aysdi@cult and soeties
i#ossible.
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Eraes o* re*erence, #oints o* #arityand di+erences are ovin% tar%ets&
Don?t be stu#id enou%h tothink they !ill ever beStatic. Eoresi%ht is al!aysa %reat stren%th.
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Reca# o* the three %olden oints o* Di+erence3o#ellin%" 1Would theconsuers #ut a stra! in
Have We Established aFrame?
Whether or not are !elevera%in% our >oints o*>arity"
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Askin% yoursel* these ositioners are also the
ost vi%ilant&
A #resentation by
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# yAish!arya Kandukuri,'''TDK,
Ouided by >ro*. Saeerathur,An internshi# in arketin%
ana%eent,'' Luckno!.
Thank you &