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    Nikhil Agarwal
    This document discusses brand positioning and how to establish and communicate a brand's points of parity and points of difference. It covers defining the target market and competition, identifying desirable POPs and PODs, communicating them, and sustaining the brand over time through core values, mantras, and internal branding.

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    DFSFSDFSDF

    Uploaded by

    Nikhil Agarwal
    101 views16 pages
    This document discusses brand positioning and how to establish and communicate a brand's points of parity and points of difference. It covers defining the target market and competition, identifying desirable POPs and PODs, communicating them, and sustaining the brand over time through core values, mantras, and internal branding.

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    This document discusses brand positioning and how to establish and communicate a brand's points of parity and points of difference. It covers defining the target market and competition, identifying desirable POPs and PODs, communicating them, and sustaining the brand over time through core values, mantras, and internal branding.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    101 views16 pages

    DFSFSDFSDF

    Uploaded by

    Nikhil Agarwal
    This document discusses brand positioning and how to establish and communicate a brand's points of parity and points of difference. It covers defining the target market and competition, identifying desirable POPs and PODs, communicating them, and sustaining the brand over time through core values, mantras, and internal branding.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Brand Positioning

    Define competitive frame of reference


    Target market Nature of competition

    Define desired brand knowledge structures


    Points-of-parity
    necessary competitive

    Points-of-difference
    strong, favorable, and unique brand associations
    1

    Issues in Implementing Brand Positioning


    Establishing Category Membership Identifying & Choosing POPs & PODs Communicating & Establishing POPs & PODs Sustaining & Evolving PODs & POPs

    Establishing Category Membership


    Product descriptor Exemplary comparisons

    Identifying & Choosing POPs & PODs


    Desirability criteria (consumer perspective)
    Personally relevant Distinctive & superior Believable & credible

    Deliverability criteria (firm perspective)


    Feasible Profitable Pre-emptive, defensible & difficult to attack
    4

    Major Challenges in Positioning


    Find compelling & impactful points-ofdifference (MacMillan & McGrath, HBR, 97)
    How do people become aware of their need for your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for?
    5

    Major Challenges in Positioning


    Find compelling & impactful points-ofdifference (cont.)
    How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no longer used?
    6

    Communicating & Establishing POPs & PODs


    Create POPs and PODs in the face of attribute & benefit trade-offs
    Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement
    7

    Strategies to Reconcile Attribute & Benefit Trade-Offs


    Establish separate marketing programs Leverage secondary association (e.g., cobrand) Re-define the relationship from negative to positive

    Sustaining & Evolving POPs & PODs


    Core Brand Values & Core Brand Proposition

    Core Brand Values


    Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand. Relate to points-of-parity and points-ofdifference
    Mental Map Core Brand Values Brand Mantra

    10

    Brand Mantras
    A brand mantra is an articulation of the heart and soul of the brand.
    Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

    Nike
    Authentic Athletic Performance

    Disney
    Fun Family Entertainment

    11

    Designing a Brand Mantra


    Emotional Modifier Descriptive Modifier Brand Functions

    12

    Implementing a brand mantra


    Communicate Simplify Inspire

    13

    Internal Branding
    Making sure that members of the organization are properly aligned with the brand and what it represents. Very critical in service companies Continuous open dialogue with employees A mixture of resources and processes, designed to inform and inspire employees to maximize their mutually beneficial contribution to BRAND EQUITY.
    14

    Review
    Positioning a brand in the minds of the consumers-determining the desired brand knowledge structures CCBE Model- Brand positioning requires Frame of reference
    Ideal points-of-parity and points-of-difference

    Competitive Frame of reference understanding consumer behavior & consideration sets


    15

    Review (contd.)
    PODs associations that are unique to the brand, strongly held and favorably evaluated by consumers POPs associations that are not necessarily unique to the brand but in fact be shared with other brands Category POPs-legitimate and credible product Competitive POPs-negate competitors PODs
    16

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