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    Brand Positioning - Brand Management

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    Lorz Geraldez
    - The document discusses brand positioning and brand equity. It defines key concepts like points of difference (PODs), points of parity (POPs), and frames of reference. - Brand positioning involves determining category membership, choosing PODs based on desirability, deliverability, and differentiation criteria, and establishing POPs and PODs. Positioning should be updated over time as needed. - Developing good positioning means having "a foot in the present and future" and reflecting consumer benefits. A brand mantra captures the brand essence in 3-5 short words.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Brand Positioning - Brand Management

    Uploaded by

    Lorz Geraldez
    29 views15 pages
    - The document discusses brand positioning and brand equity. It defines key concepts like points of difference (PODs), points of parity (POPs), and frames of reference. - Brand positioning involves determining category membership, choosing PODs based on desirability, deliverability, and differentiation criteria, and establishing POPs and PODs. Positioning should be updated over time as needed. - Developing good positioning means having "a foot in the present and future" and reflecting consumer benefits. A brand mantra captures the brand essence in 3-5 short words.

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    © © All Rights Reserved

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    - The document discusses brand positioning and brand equity. It defines key concepts like points of difference (PODs), points of parity (POPs), and frames of reference. - Brand positioning involves determining category membership, choosing PODs based on desirability, deliverability, and differentiation criteria, and establishing POPs and PODs. Positioning should be updated over time as needed. - Developing good positioning means having "a foot in the present and future" and reflecting consumer benefits. A brand mantra captures the brand essence in 3-5 short words.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    29 views15 pages

    Brand Positioning - Brand Management

    Uploaded by

    Lorz Geraldez
    - The document discusses brand positioning and brand equity. It defines key concepts like points of difference (PODs), points of parity (POPs), and frames of reference. - Brand positioning involves determining category membership, choosing PODs based on desirability, deliverability, and differentiation criteria, and establishing POPs and PODs. Positioning should be updated over time as needed. - Developing good positioning means having "a foot in the present and future" and reflecting consumer benefits. A brand mantra captures the brand essence in 3-5 short words.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    – BASED

    BRAND
    EQUITY
    AND BRAND
    POISTIONIN
    NATURE OF
    COMPETITION
     Deciding a certain type of target consumer means “competition”

     Competition occurs at the benefit level rather than the attribute


    level

     Chanel of Distribution

    2
    MULTIPLE
    FRAMES OF
    REFERENCE
    Occurs when the same function can
    be performed by different type of
    products

    3
    Are formally defined as the
    POINTS OF
    attributes or benefits that
    consumers strongly associate
    DIFFERENCES
    with other brand, positively
    evaluate and believe that they
    could not find to the same
    extent with a competitive
    brand.
    POINTS
    OF
    PARITY
    Defined as not
    necessarily unique to
    the brand but in fact
    may be shared with
    other brands.
    BRANDS POPs PODs
     Variety of Flavors
     Colorful
     Unique Shape and
    Texture
     TV Advertisement
     Mint Candy
     Similar Size  Green and Blue Solid
     Similar Price Color
     Fresh Taste  Contains Actizol – Key
    Ingredient to eliminate
     Packaging size mouth odors
     Fight Cough and soothes
    sore throat
     Founded in Great Britain

    6
    The process by which
    marketers try to create an
    image or identity in the minds
    of their target market for their
    product, brand, or
    organization.

    Brand position­ing is at the


    heart of marketing strategy.

    7
    I. DEFINING AND
    COMMUNICATING THE
    COMPETITIVE FRAME
     Determine the Category
    OF REFERENCE
    Membership

     The preferred approach to


    positioning is to inform consumers
    of a brand ‘s membership before
    stating its point-of-difference in
    relationship to other category
    members.

    8
    II. CHOOSING POINTS –
    OF – DIFFERENCE
     A brand must offer a compelling and credible reason for choosing it over the other
    options.

     Three key considerations:


    a.) Desirability Criteria – determined from the consumer’s point of view
    b.) Deliverability Criteria – based on a companies inherent capabilities
    c.) Differentiation Criteria – determined relative to the competitors

    9
    III. Establishing Points of
    Parity and Points of Differences
    ✗ Separate the attributes

    ✗ Leverage the Equity of Another Entity

    ✗ Redefine the relationship

    10
    IV. UPDATING
    POSITIONING OVER
    TIME
     Positioning should be fundamentally changed very infrequently and only
    when circumstances significantly reduce the effectiveness of existing POPs
    and PODs
     LADDERING – Identifying PODs to dominate competition on benefits
    that are important to consumers provides a sound way to build an initial
    position.
    VAL
    UE
    S

    BENEFITS

    ATTRIBUTES

    11
    V. DEVELOPING A GOOD
    POSITIONING
     Good Positioning should be
    – A “Foot in the Present” and “Foot in the Future”
    - Careful to identify all relevant points of parity
    - Should Reflect a consumer point of view in terms of the benefits
    that consumers derive from the brand

     Duality exists

    12
    BRAND MANTRA
     Brand essence or Brand Promise

     Short, three – to five word


    phrase that captures the
    irrefutable essence or spirit of
    the brand positioning.

     It is not an advertising slogan or


    tagline and won’t be something
    you use publicly at all.

    13
     EMOTIONAL IDENTIFIER – How exactly does the brand provide
    benefits and what ways?

     DESCRIPTIVE MODIFIER – Clarifies its nature

     BRAND FUNCTIONS – describes the nature of the product or service or


    the type of experiences or benefits the brand provides

    BRAND EMOTIONAL DESCRIPTIVE BRAND


    MODIFIER MODIFIER FUNCTION
    Mcdonalds Food Folks Fun
    Nike Authentic Athletic Performance
    Disney Fun Family Entertainment

    BRAND MANTRA
    14
    SOUR
    Chapter 2 Customer – Based
    Brand Equity and Brand
    Positioning, Page 67 – 100,

    CE
    Kevin Lane Keller, 4e (Global
    Edition) Strategic Brand
    Management, Pearson
    Education Kotler & Keller,
    Marketing Management,
    Pearson Education

    15

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