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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 ed
fin
De Positioning
The act of designing a company’s
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

(chicken) consumers Tenderness 10% at a moderate price

Volvo The safest, most durable

(station Safety-conscious Durability 20% wagon in which your family
upscale families and safety
wagons) can ride.
Delivery A good hot pizza, delivered
Domino’s 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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 . 2
1 0
re
iF gu Hypothetical Perceptual Map
(a) Current Perceptions

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 . 1
1 0
re
iF gu 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 Bull’s-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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