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Brand Positioning Define competitive frame of reference Target market Nature of competition define desired brand knowledge structures Points-of-parity necessary competitive strong, favorable, and unique brand associations Issues in Implementing brand Positioning Establishing Category Membership Identifying and Choosing POP's and POD's find compelling and impactful pointsHow do consumers become aware of their need for your product and service?
Brand Positioning Define competitive frame of reference Target market Nature of competition define desired brand knowledge structures Points-of-parity necessary competitive strong, favorable, and unique brand associations Issues in Implementing brand Positioning Establishing Category Membership Identifying and Choosing POP's and POD's find compelling and impactful pointsHow do consumers become aware of their need for your product and service?
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Brand Positioning Define competitive frame of reference Target market Nature of competition define desired brand knowledge structures Points-of-parity necessary competitive strong, favorable, and unique brand associations Issues in Implementing brand Positioning Establishing Category Membership Identifying and Choosing POP's and POD's find compelling and impactful pointsHow do consumers become aware of their need for your product and service?
Авторское право:
Attribution Non-Commercial (BY-NC)
Доступные форматы
Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
structures Points-of-parity necessary competitive Points-of-difference strong, favorable, and unique brand associations Issues in Implementing Brand Positioning Establishing Category Membership Identifying & Choosing POP’s & POD’s Communicating & Establishing POP’s & POD’s Sustaining & Evolving POD’s & POP’s Establishing Category Membership Product descriptor Exemplar comparisons Identifying & Choosing POP’s & POD’s Desirability criteria (consumer perspective) Personally relevant Distinctive & superior Believable & credible Deliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible & difficult to attack Major Challenges in Positioning Find compelling & impactful points- of-difference (MacMillan & McGrath, HBR, ‘97) How do people become aware of their need for your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for? Major Challenges in Positioning Find compelling & impactful points- of-difference (cont.) How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no longer used? Communicating & Establishing POP’s Create & POD’s POP’s and POD’s in the face of attribute & benefit trade-offs Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement Strategies to Reconcile Attribute & Benefit Trade-Offs Establish separate marketing programs Leverage secondary association (e.g., co- brand) Re-define the relationship from negative to positive Sustaining & Evolving POP’s & POD’s Core Brand Values & Core Brand Proposition Core Brand Values Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand. Relate to points-of-parity and points-of- difference Mental Map Core Brand Values Brand Mantra Brand Mantras
A brand mantra is an articulation of the
“heart and soul” of the brand. Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values. Nike Authentic Athletic Performance