Phillip Kevin Lane

Kotler Keller
Marketing Management 14e
Crafting the Brand Position
Discussion Questions

1. How can a firm develop and establish

an effective positioning in the market?
2. How do marketers identify and analyze
competition?
3. How are brands successfully
differentiated?
4. What are the differences in positioning
and branding with a small business?
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Marketing Strategy

Segmentation Targeting Positioning

S T P
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 Positioning
The act of designing a companys
offering and image to occupy a
distinctive place in the minds of the
target market.

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Brand Positioning
Quality

Customer wants and needs

Brand A
Company capabilities
Competitive actions
E
D Price
G

F C
B

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Value Proposition
What the
What the
brand
brand is
could be

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Value Proposition Examples

Company Price
Target Customers Key Benefit Value Proposition
(Product) Premium

Perdue Quality-conscious More tender golden chicken

Tenderness 10%
(chicken) consumers at a moderate price

Volvo The safest, most durable

Safety-conscious Durability
(station 20% wagon in which your family
upscale families and safety
wagons) can ride.
Delivery A good hot pizza, delivered
Dominos Convenience-
speed and 15% promptly to your door, at a
(pizza) minded pizza lovers
good quality moderate price.

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Brand Positioning

Frame of Reference

Points of parity / difference

Brand mantra

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Competitive Frame of Reference

Identifying Competitors
Analyzing Competitors
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Points of Parity / Difference
Points of Parity
POP

Points of Difference
POD

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Choosing POPs and PODs

Brand Benefits

Brand Attributes

Reasons Proof
to believe points

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 Hypothetical Perceptual Map
(a) Current Perceptions

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 Hypothetical Perceptual Map
(b) Possible Repositioning

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Brand Mantras
Nike authentic athletic performance

Disney fun family entertainment

Brand Mantra Criteria:

Communicate
Simplify
Inspire

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 Establishing Brand Positioning
Communicate Category Membership
Category Benefits
Compare to exemplars
Internally Product descriptor

Points of difference

Points of parity

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Brand Positioning Bulls-eye

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Differentiation Strategies
Competitive Advantage

Sustainable Leverageable

Customer Advantage

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Means of Differentiation

Employees
Channels
Image
Services

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Emotional Branding

Lovemarks
Mystery
Sensuality
Intimacy

Emotional

Rational
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Emotional Branding
Share of Market

Share of Mind

Share of Heart

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Emotional Branding

Market Share Mind Share Heart Share

2011 2012 2013 2011 2012 2013 2011 2012 2013

Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 30%
Competitor B 30 34 37 30 31 35 44 47 53
Competitor C 20 19 19 10 11 11 11 11 8

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Alternative Positioning Approaches

Brand Narratives / Storytelling

Brand Journalism

Cultural Branding

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Small Business Positioning
Creative, low-cost research
Focus on fewer, stronger brands
Integrated brand elements
Create buzz
Build a brand community
Secondary associations

Creativity
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