www. facebook.com/v65ASMPHMarkma CRAFTING THE BRAND POSITIONING Turning every product into the best product ever! Chapter 10 The 4i Approach In Action
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www. facebook.com/v65ASMPHMarkma
CRAFTING THE BRAND POSITIONING
Turning every product into the best product ever!
Chapter 10
The 4iApproach
In Action
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Outline:
• Positioning• Category Membership• Industry• Red VS Blue Ocean Thinking• Points of Differences• Points of Parity• Brand Mantra• Competitive Advantage• Emotional Branding• Cultural Branding • Brand Journalism
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Concept 1
Positioning (p. 276)
Kotler: Entertainment Weekly, Method Products
Local: Zalora
RP medical application: Belo
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Concept 2
Category Membership (p.277)
Kotler: Pepsi, Cocola
Local: Globe, Smart
RP medical application:Mercury Drug Store, South Star Drug
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Concept 3
Industry (p.278)
Kotler:
Local: Coffee Industry, Fast Food Industry
RP medical application:Pharmaceutical Industry
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Concept 4
Red Ocean vs Blue Ocean Thinking (p.278)
Kotler: Callaway Golf’s “Big Berta”
Local: Smart VS Globe, Uber, C2
RP medical application: Berocca VS Centrum
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Concept 5
Points of Differences (p.280)
Must be:- Desirable to consumer- Deliverable by company- Differentiating from competitors
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Concept 5
Points of Differences (p.280)
Kotler: Apple, Nike, Southwest Airlines, VISA vs American Express
Local: Safeguard
RP medical application: ASMPH
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Concept 6
Points of Parity (p.280)
2 types:- Category POPs = must have’s - Competitive POPs = overcome
weakness
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Concept 6
Points of Parity (p.280)
Kotler: Miller Lite Beer, VISA vs American Express
Local: San Miguel Light
RP medical application: Generic Drugs
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Concept 7
Brand Mantra (p.284)
Kotler: Nike, Disney
Local: SM
RP medical application: The Medical City
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Concept 8
Competitive Advantage (p.289)
Kotler: Progressive, YouTube
Local: Smart, National Bookstore
RP medical application: ASMPH
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Concept 9
Emotional Branding (p.290)
Kotler: Crayola, Kellogg’s
Local: Mcdo
RP medical application: Vick’s
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Concept 10
Cultural Branding (p.292)
Kotler: ESPN Zone Restaurants
Local: PLDT, LBC, Coke Sakto
RP medical application: HPV Vaccine
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Concept 11
Brand Journalism (p.292)
Kotler: Mcdo
Local: Globe, Red Bull
RP medical application: TMC
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Summary:
• Study yourself and your competitor!• Determine the frame of reference and optimal points,
such as the PODs and POPs (category & competitive)!• Keep eyes open for all competitors – those close by and
those latent!• Differentiate the brand!• Tap all things possible: emotion, culture!• Create a buzz!!
www. facebook.com/v65ASMPHMarkma
CRAFTING THE BRAND POSITIONING
Turning every product into the best product ever!
Chapter 10
The 4iApproach
In Action
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