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10Crafting the

Brand Positioning

1

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Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-2

Chapter Questions

How can a firm develop and establish an effective positioning in the market?

How do marketers identify and analyze competition?

How are brands successfully differentiated? What are the differences in positioning and

branding with a small business?

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What is Positioning?

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Value Propositions

Perdue Chicken More tender golden chicken at a moderate

premium price Domino’s

A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

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Competitive Frame of Reference

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Table 10.2 Customer Ratings of Competitors

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Defining AssociationsPoints-of-difference Attributes or benefits

consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

Points-of-parity Associations that are

not necessarily unique to the brand but may be shared with other brands

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Point-of-Difference Criteria

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Desirable

Deliverable

Differentiating

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POP versus POD

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Figure 10.1a Perceptual Map: Current Perceptions

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Figure 10.1b Perceptual Map: Possibilities

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Brand Mantras

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Designing a Brand Mantra

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Communicate

Simplify

Inspire

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Constructing a Brand Positioning Bull’s-Eye

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Conveying Category Membership

Announcing category benefits Comparing to exemplars Relying on the product descriptor

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Examples of Negatively Correlated Attributes and Benefits

Low-price vs. High quality

Taste vs. Low calories

Nutritious vs. Good tasting

Efficacious vs. Mild

Powerful vs. Safe Strong vs. Refined Ubiquitous vs.

Exclusive Varied vs. Simple

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Differentiation Strategies

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Means of Differentiation

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Employee

Channel

Image

Services

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Emotional Branding

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Strong culture

Communication style

Emotional hook

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Market Share, Mind Share, and Heart Share

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Brand Narratives and Storytelling

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For Review

How can a firm develop and establish an effective positioning in the market?

How do marketers identify and analyze competition?

How are brands successfully differentiated? What are the differences in positioning and

branding with a small business?

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-22