Brand Positioning Chapter 3

CHAPTER 3: BRAND POSITIONING & VALUES
1
Identifying and establishing brand
positioning
Brand Positioning
Determining a frame of reference
Target Market
Consumer Segmentation Base
Nature of Competition
Points-of-Parity and Points-of-Difference
2
Brand Positioning
. . . the act of designing the companys offer

and image so that it occupies a distinct and
valued place in the target customers minds.
Philip Kotler
Define desired and ideal brand knowledge

structure in the process of positioning brand.
3
Determining a frame of reference
According to the CBBE model,deciding on a positioning

requires determining a frame of reference (by
identifying the target market and nature of
competition) and the ideal points of parity and points
of differences brand associations.
Marketers need to know:
Who the target consumer is
Who the main competitors are
How the brand is similar to these competitors
How the brand is different from them
4
Target Market
A market is the set of all actual and potential buyers

who have sufficient interest in, income for, and
access to a product.
Market segmentation divides the market into distinct

groups of homogeneous consumers who have similar
needs and consumer behavior, and who thus require
similar marketing mixes.
Market segmentation requires making tradeoffs

between costs and benefits.
5
Consumer Segmentation Base
Behavioral:
User status,usage rate,usage occasion,brand
loyalty,benefit sought
Demographic:
Income, age, sex race, family.
Psychographic:
value,opinions,attitudes,activities,lifesyle.
Geographic:
International,Regional
6
Criteria for Segmentation
Identifiability: Can we easily identify the segment?
Size: Is there adequate sales potential in the

segment?
Accessibility: Are specialized distribution outlets and

communication media available to reach the segment?
Responsiveness: How favorably will the segment

respond to a tailored marketing program?
7
Nature of Competition
Deciding to target a certain type of consumer often

defines the nature of competition
Do not define competition too narrowly
8
Points-of-Parity and Points-of-Difference
Points-of-difference (PODs) are attributes or

benefits that consumers strongly associate with a
brand, positively evaluate, and believe that they could
not find to the same extent with a competitive brand.
Points-of-parity associations (POPs), on the other

hand, are not necessarily unique to the brand but may
in fact be shared with other brands.
9
Brand Positioning Guidelines
Two key issues in arriving at the optimal competitive

brand positioning are:
Defining and communicating the competitive frame of

reference
Choosing and establishing points-of-parity and points-

of-difference
10
Defining and Communicating the Competitive
Frame of Reference
Defining a competitive frame of reference for a

brand positioning is to determine category
membership.
Communicating category benefits:marketer use
benefit to announce category membership
Exemplars: well known ,noteworthy brands in a
category.
Descriptor:provide clear category membership.
11
Choosing POPs & PODs
Desirability criteria (consumer perspective)

Relevance
Distinctiveness
Believability
Deliverability criteria (firm perspective)
Feasibility
Communicability
Sustainability
12
Establishing Points-of-Parity and Points-
of-Difference
Separe the attribute:
focus on different brand attribute and benefit.
Leverage equity of another entity:
lend credibility of well liked celebrities
Redefine the Relationship:
address negative rlationship between attributes and
benefit to positive relationship.
13
Updating Positioning Over Time
Laddering
Reacting
14
Brand Mantras
An articulation of the heart and soul of the brand
similar to brand essence or core brand promise
Short three- to five-word phrases that capture the

irrefutable essence or spirit of the brand positioning and
brand values
Considerations
Communicate
Simplify
Inspire
15
Designing the Brand Mantra
The term brand functions describes the nature of

the product or service or the type of experiences or
benefits the brand provides.
The descriptive modifier further clarifies its nature.
The emotional modifier provides another qualifier

how exactly does the brand provide benefits, and in
what way?
16
Designing the Brand Mantra
Emotional Descriptive Brand

Modifier Modifier Functions
Authentic Athletic Performance

Nike
Fun Family Entertainment

Disney
Fun Folks Food
17
Brand Audit
A comprehensive examination of a brand involving

activities to assess the health of the brand, uncover its
sources of equity, and suggest ways to improve and
leverage that equity
It includes brand vision, mission, promise, values,

position, personality, and performance
18
Brand Inventory
A current comprehensive profile of how all the
products and services sold by a company are branded
and marketed:
Brand elements
Supporting marketing programs
Profile of competitive brands
POPs and PODs
Brand mantra
19
Brand Exploratory
Provides detailed information as to how consumers
perceive the brand:
Awareness
Favorability
Uniqueness of associations
Helps identify sources of customer-based brand equity

Uncovers knowledge structures for the core brand as
well as its competitors
20

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CHAPTER 3: BRAND POSITIONING & VALUES

. . . the act of designing the companys offer

Define desired and ideal brand knowledge

According to the CBBE model,deciding on a positioning

A market is the set of all actual and potential buyers

Market segmentation divides the market into distinct

Market segmentation requires making tradeoffs

Identifiability: Can we easily identify the segment?

Size: Is there adequate sales potential in the

Accessibility: Are specialized distribution outlets and

Responsiveness: How favorably will the segment

Deciding to target a certain type of consumer often

Do not define competition too narrowly

Points-of-difference (PODs) are attributes or

Points-of-parity associations (POPs), on the other

Two key issues in arriving at the optimal competitive

Defining and communicating the competitive frame of

Choosing and establishing points-of-parity and points-

Defining a competitive frame of reference for a

Desirability criteria (consumer perspective)

An articulation of the heart and soul of the brand

similar to brand essence or core brand promise

Short three- to five-word phrases that capture the

The term brand functions describes the nature of

The descriptive modifier further clarifies its nature.

The emotional modifier provides another qualifier

Emotional Descriptive Brand

Authentic Athletic Performance

Fun Family Entertainment

Fun Folks Food

A comprehensive examination of a brand involving

It includes brand vision, mission, promise, values,

Helps identify sources of customer-based brand equity

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