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    Crafting The Brand Positioning

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    Fahim Ahmed Yeamin
    The document discusses brand positioning and competitive frames of reference. It defines points of difference and points of parity that brands use to differentiate or associate themselves. It also discusses choosing specific points to focus on to create a competitive advantage and means of differentiation. Finally, it discusses alternative approaches to positioning like using brand narratives and storytelling, as well as positioning strategies for small businesses.

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    © All Rights Reserved
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    Crafting The Brand Positioning

    Uploaded by

    Fahim Ahmed Yeamin
    33 views17 pages
    The document discusses brand positioning and competitive frames of reference. It defines points of difference and points of parity that brands use to differentiate or associate themselves. It also discusses choosing specific points to focus on to create a competitive advantage and means of differentiation. Finally, it discusses alternative approaches to positioning like using brand narratives and storytelling, as well as positioning strategies for small businesses.

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    Crafting the Brand Positioning

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    The document discusses brand positioning and competitive frames of reference. It defines points of difference and points of parity that brands use to differentiate or associate themselves. It also discusses choosing specific points to focus on to create a competitive advantage and means of differentiation. Finally, it discusses alternative approaches to positioning like using brand narratives and storytelling, as well as positioning strategies for small businesses.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    33 views17 pages

    Crafting The Brand Positioning

    Uploaded by

    Fahim Ahmed Yeamin
    The document discusses brand positioning and competitive frames of reference. It defines points of difference and points of parity that brands use to differentiate or associate themselves. It also discusses choosing specific points to focus on to create a competitive advantage and means of differentiation. Finally, it discusses alternative approaches to positioning like using brand narratives and storytelling, as well as positioning strategies for small businesses.

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    © All Rights Reserved
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    You are on page 1of 17

    Chapter

    10
    Crafting the
    Brand
    Positioning
    Value proposition
    Competitive Frame
    of Reference
    • Competitive frame of reference
    – Defines which other brands a brand competes
    with and which should thus be the focus of
    competitive analysis
    – Identifying and analyzing competitors
    Competitive Frame
    of Reference
    Points-of-Difference
    and Points-of-Parity
    • Points-of-difference
    (PODs)
    – Attributes/benefits that
    consumers strongly
    associate with a brand,
    positively evaluate,
    and believe they could
    not find to the same
    extent with a
    competitive brand
    Points-of-Difference
    and Points-of-Parity
    • POD criteria

    Desirable

    Deliverable

    Differentiating
    Points-of-Difference
    and Points-of-Parity
    • Points-of-parity (POPs)
    – Attribute/benefit associations that are not
    necessarily unique to the brand but may in
    fact be shared with other brands
    Points-of-Difference
    and Points-of-Parity
    • POP forms

    Category

    Correlational

    Competitive
    Pop vs. pod
    • Multiple Frames of
    Reference

    • Straddle Positioning
    Points-of-Difference
    and Points-of-Parity
    • Choosing specific
    POPs and PODs
    – Competitive
    advantage
    – Means of
    differentiation
    – Perceptual map
    – Emotional
    branding
    Points-of-Difference
    and Points-of-Parity
    • Brand mantras

    Communicate

    Simplify

    Inspire
    Establishing a Brand Positioning
    • Communicating category membership

    Announcing category benefits

    Comparing to exemplars

    Relying on product descriptor


    Brand-positioning
    bull’s-eye
    Communicating
    POPs and PODs
    • Negatively correlated attributes/benefits

     Low price vs. high quality


     Taste vs. low calories
     Powerful vs. safe
     Ubiquitous vs. exclusive
     Varied vs. simple
    MONITORING COMPETITION
    • Variables in assessing potential
    competitors
    – Share of market
    • The competitor’s share of the target
    market
    – Share of mind
    • Name the first company that comes to
    mind in this industry
    – Share of heart
    • Name the company from which you
    would prefer to buy the product
    ALTERNATIVE APPROACHES
    TO POSITIONING
    • Brand narratives and storytelling
    – Setting
    • The time, place, and context
    – Cast
    • The brand as a character, including its role in the life of the
    audience, its relationships and responsibilities, and its history
    or creation myth
    – Narrative arc
    • The way the narrative logic unfolds over time, including
    actions, desired experiences, defining events, and the
    moment of epiphany
    – Language
    • The authenticating voice, metaphors, symbols, themes, and
    leitmotifs
    • Cultural branding
    Positioning/Branding
    for A Small Business
    • Find compelling product • Create buzz and a loyal
    performance advantage brand community
    • Focus on building one or • Employ a well-integrated
    two strong brands based set of brand elements
    on one or two key • Leverage as many
    associations secondary associations as
    • Encourage product trial in possible
    any way possible • Creatively conduct low-cost
    • Develop cohesive digital marketing research
    strategy to make the brand
    “bigger and better”

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