POSITIONING AND BRANDINGPrinciples of Marketing BUSI 141 | Professor ConradSolomon, M. B., Marshall, G. W., & Stuart, E. W. (2016). Marketing: Real People, Real Choices (8th ed.). Boston: Pearson Education, Inc.
STEP 3: POSITIONING•Positioning is the process by which marketers seek to influence how a particular product is perceived in the minds of customers relative to competing offerings
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FIGURE 7.6: STAGES IN APOSITIONING DECISION
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MODIFYING POSITIONING STRATEGIES
• Repositioning establishes a new position in response to market changes• Commonly used to change the brand image• Repositioning can breathe life into “retro” brands
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BRINGING A PRODUCT TO LIFE: BRAND PERSONALITY
• Positioning strategies often try to create a brand personality• A distinctive image that captures a brand’s character and benefits
• Research has identified several brand personality dimensions: • Sincerity: Example?• Excitement Example?• Competence Example?• Sophistication Example?• Ruggedness Example?
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FIGURE 7.7: PERCEPTUAL MAP
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POSITIONED FOR SUCCESS• Successful brand positioning should align clearly with the
company’s competitive advantage(s)• In turn, marketing mix elements should support a
distinctive brand image and value proposition for the target market
Think of your favorite restaurant chain. How would you describe its brand personality? Why?
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Developing a marketing strategy to influence how a particular market segment perceives a good/service in comparison to the
competition.
POSITIONINGPAGES 210 – 214
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Personal Positioning
ExerciseCompare
yourself to five fellow students
in this class. Create a mind
map to show how each of
you are perceived by
the professor.