chapter 10kisi.deu.edu.tr/banu.atrek/mba 5011 strategic marketing management... · chapter 10...
TRANSCRIPT
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Chapter 10
Crafting theBrand Positioning
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Developing a Brand Positioning
• Positioning– The act of designing a
company’s offering and image to occupy a distinctive place in the minds of the target market
– Value proposition
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Value proposition
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Competitive Frameof Reference
• Competitive frame of reference– Defines which other brands a brand competes
with and which should thus be the focus of competitive analysis
– Identifying and analyzing competitors
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Competitive Frameof Reference
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Points-of-Differenceand Points-of-Parity
• Points-of-difference (PODs)– Attributes/benefits that
consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Apple(design, ease-of-use)
Energizer(longest lasting battery)
Louis Vuitton(most stylish handbags)
Nike(performance, innovative technology, and winning)
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• POD criteria
Points-of-Differenceand Points-of-Parity
Desirable
Deliverable
Differentiating
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Method Cleaning ProductsSustainability, attractive and functional product design
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Points-of-Differenceand Points-of-Parity
• Points-of-parity (POPs)– Attribute/benefit associations that are not
necessarily unique to the brand but may in fact be shared with other brands
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• POP forms
Points-of-Parity
Category• attributes or benefits that consumers view as essential
• necessary—but not sufficient—conditions for brand choice
Correlational• negative associations arising from positive associations of a brand
(price vs. quality; easy to use vs. Having advanced features )
Competitive• associations designed to overcome perceived weaknesses of the
brand in light of competitors’ point of difference
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CHOOSING SPECIFIC POPS AND PODS
– Perceptual map
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BRAND MANTRAS
• Authentic Athletic Performance
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BRAND MANTRAS
Communicate
Simplify
Inspire
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