Академический Документы
Профессиональный Документы
Культура Документы
9-2
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
What Is Positioning?
9-3
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Value Propositions
9-4
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Competitive Frame of Reference
Identifying Competitors
Analyzing Competitors
9-5
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Table 9.2 Customer Ratings
of Competitors
9-6
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Defining Associations
Points-of-difference Points-of-parity
Attributes or benefits Associations that are
consumers strongly not necessarily unique
associate with a to the brand but may
brand, positively be shared with other
evaluate, and believe brands
they could not find to
the same extent with a
competitive brand
9-7
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Point-of-Difference Criteria
Desirable to consumer
Deliverable by company
9-8
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
POP versus POD
9-9
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Figure 9.1a Perceptual Map:
Current Perceptions
9-10
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Figure 9.1b Perceptual Map:
Possibilities
9-11
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Brand Mantras
9-12
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Designing a Brand Mantra
Communicate
Simplify
Inspire
9-13
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Constructing a
Brand Positioning Bull’s-Eye
9-14
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Conveying Category Membership
9-15
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Examples of Negatively Correlated
Attributes and Benefits
Low-price vs. High Powerful vs. Safe
quality Strong vs. Refined
Taste vs. Low Ubiquitous vs.
calories Exclusive
Nutritious vs. Good Varied vs. Simple
tasting
Efficacious vs. Mild
9-16
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Differentiation Strategies
9-17
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Means of Differentiation
Employee
Channel
Image
Services
9-18
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Emotional Branding
Strong culture
Communication style
Emotional hook
9-19
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Market Share, Mind Share,
and Heart Share
9-20
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Brand Narratives and Storytelling
9-21
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
For Review
9-22
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.