Brand Associations

Associations, Image &

Positioning
 Positioning is closely related to the
association and image concepts
except that it implies a frame of
reference, the reference point usually
being competition
 The Value of Brand
Associations
Help Process/Retrieve
Information

Differentiate/Position

Associations Reason-to-Buy

Create Positive
Attitudes/Feelings

Basis for Extensions

 Types of Associations
What does these brands mean to you
?
 Types of Associations
Product Attribute
Most used positioning strategy is to
associate an object with a product
attribute or characteristic
Positioning problem is usually to find an
attribute important to a major segment
& not already claimed by a competitor
 Intangibles
Companies love to make brand comparisons
Problems with such specmanship
Brand position based upon a specification is
vulnerable to innovation
When firms start a specification shouting
match, they all eventually lose credibility
People do not always make decisions based
upon a particular specification anyway
 Regis McKenna, an advisor to silicon
valley firms
intangible factors are more effective
associations to develop than specific
attributes.
Perceived quality, technological
leadership, perceived value or healthy
food
 Customer Benefits
Most product attributes provide customer
benefits, there usually is a 1 to 1
correspondence (crest, BMW)
A rational benefit is closely linked to a product
attribute and would be part of a rational
decision process
A psychological benefit, often extremely
consequential in the attitude-formation process,
relates to what feelings are engendered when
buying and/or using the brand (e.g., Avanti)
 Relative Pricing
Relative price, is so useful & pervasive
that it is appropriate to consider it
separately. In some product classes
there are 5 well-developed price levels
Saks fifth avenue, Neiman Marcus,
Bloomingdales
Macys, Robinsons, Bullocks, Daytons etc
Sears, Montogomery Ward, j.C Penney
K Mart
 Positioning with respect to relative
price can be complex. The brand
usually needs to be clearly in only
one of the price categories
The job then is to position its offering
away from others at the same price
point
 Use/Application
Associate the brand with use or
application
Reach out and touch some one
 User/Customer
Associate a brand with a type of
product user or customer
User positioning strategy is effective
because it can match positioning with
a segmentation strategy
Identifying a brand with its segment
often is a good way to appeal to that
segment
Cadbury adult soft drink market
 Celebrity/Person
Linking a celeb with a brand can
transfer those associations to the
brand
One characteristic important for a
brand to develop & manufacture a
product
 Life-Styles/Personality
Every person, of course possesses a
personality and a life style that is
rich, complex & vivid and distinctive
as well
 Product Class
Some brands need to make critical
positioning decisions that involve
product-class associations
7 up, maxim freeze-dried coffee
 competitors
Positioning strategies, the frame of
reference, whether explicit or implicit, is
one or more competitors
It is useful to consider positioning with
respect to a competitor for two reasons
The competitor may have a firm, well-
crystallized image, developed over many
years, which can be used as a bridge to help
communicate another image referenced to
it
 Sometimes it is not important how good
customers think you are; it is just
important that they believe you are
better than a given competitor
Positioning with respect to a
competitor can be an excellent way
to create a position with respect to a
product characteristic, especially
price quality
 Creating Associations
Identifying and managing signals
Customers often discount or disbelieve
factual information
They cope by using signals or indicators,
one attribute or association can imply
others
E.g., healthy cereal, caterpillar
 Providing credibility in the
High-Tech World
Ben Rosen (Sevin Rosen Funds)
Compaq, Lotus
Having alliance
 Understanding
Unanticipated Signals
Millers diet beer failed because of
perceived taste problems
Associations with low calorie, diet
products was avoided
Pringles
 The Role of Promotions
Strengthening Associations & Brand
Awareness
Leather Strapped luggage tags Amex
Terrycloth robe Polo Cologne
Belts, Handbags Levis
Outdoor Gear & 2 mountain bike Jeep
 Role of Publicity
Creating associations and recognition
need not to be expensive
Advertising sometimes is extremely
difficult and expensive because it
lacks both credibility & interest value
Involving the Customer
 Changing Associations
Changing associations (repositioning)
often is a delicate job because of the
existing associations
 Maintaining Associations
Be consistent over time
Changing associations is wasteful when
associations that have been nurtured over
a long time-period are allowed to dissipate
when a new association is emphasized
Be consistent over elements of the
marketing program
E.g., E.J Korvette, a pioneer discounter
(Eugene Ferfauf, 1948)
 Managing Disasters
Suzuki Samurai
Nestle
AT&T