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Đọc Chapter 10 & feedbacks

The document discusses several key marketing concepts: 1) Competitive frames of reference and brand mantras help businesses understand their market position and differentiate themselves. 2) Points of parity and points of difference are important for distinguishing a business from its competitors. Alternative positioning approaches like storytelling can also help with differentiation. 3) Small businesses benefit from clear positioning and branding to stand out in competitive markets and build customer loyalty. Identifying value propositions, POPs, and PODs is crucial for effective brand strategies.

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21 views

Đọc Chapter 10 & feedbacks

The document discusses several key marketing concepts: 1) Competitive frames of reference and brand mantras help businesses understand their market position and differentiate themselves. 2) Points of parity and points of difference are important for distinguishing a business from its competitors. Alternative positioning approaches like storytelling can also help with differentiation. 3) Small businesses benefit from clear positioning and branding to stand out in competitive markets and build customer loyalty. Identifying value propositions, POPs, and PODs is crucial for effective brand strategies.

Uploaded by

nguyenngocanhthu1753
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Tiên

1. Competitive Frame of Reference

Why: Understanding where your brand fits in the market and the context in which
consumers consider alternatives is crucial. This helps in defining a clear and relevant
competitive frame of reference, guiding effective positioning strategies.Helps in
identifying opportunities for differentiation and formulating a unique selling
proposition.

2. Brand Mantras

Why: Brand mantras play a crucial role in building a strong emotional connection with
consumers. They are concise, memorable phrases that encapsulate the essence of
the brand, helping in creating a lasting and positive impression. Serve as succinct
expressions of a brand's core identity and values.

Thắng
Thắng Vũ
3. Points of Parity (PoP) and Points of Difference (PoD) are two important concepts
in marketing that help businesses differentiate themselves from their competitors.
Both PoP and PoD are important for marketers because they help businesses
establish their brand identity and differentiate themselves from their competitors. By
identifying the primary features that make people choose a competitor brand over
other brands, businesses can compete with their competitors and try to stay in the
race. A proper mix of PoP and PoD is essential for a successful product.
4. Alternative Approaches to Positioning are important because they offer new and
innovative ways for businesses to differentiate themselves from their competitors.
Brand narratives and storytelling are less-structured approaches that focus on
creating a narrative or story around a product or service, rather than outlining specific
attributes or benefits. By using alternative approaches to positioning, businesses can
create a strong brand identity and differentiate themselves from their competitors in a
crowded market.
Thủy
5. Competitive frame of reference: A competitive frame of reference is a technique
used in business and marketing to position a good or service by contrasting it with
rivals in the industry. By using this strategy, they are able to stand out from the
competition and convey their special value to customers.
6. Branding and positioning for small businesses: Assist companies in identifying
compelling product performance benefits, with an emphasis on developing one or
two powerful brands based on one or two important associations. Making an
impression on rivals enables businesses to establish a presence.
Thành
7. Different Methods of Positioning

The goal of differentiation positioning is to draw attention to the special attributes or


features that make a product or service stand out from those of competitors. The goal
of this strategy is to imbue customers with a unique and appealing perception.
Businesses can present themselves as providing something special and worthwhile
in the market by highlighting particular features, advantages, or value propositions.
Differentiation may be predicated on elements like customer service, innovation,
product quality, or a particular target market niche.

8. Storytelling and branding for brands

Consumers can be moved by brand storytelling and narrative, which can establish a
deep emotional bond. Brands may build a devoted and enthusiastic following by
appealing to values, goals, and related experiences.

Thư
● Competitive frame of reference (SAME Tiên)
A product or service does not exist in isolation, but in relation to other offerings that
satisfy similar customer needs. This is the idea behind the concept of "competitive
frame of reference," which defines the scope and nature of the competition that a
product or service faces. By identifying the competitive frame of reference, a
business can answer the question, "Who are we competing with?" This is not just a
matter of listing direct competitors but also of understanding how the product or
service stands out from the other options available in the market.

● Alternative Approaches to Positioning


Positioning is a crucial aspect of marketing, as it helps businesses to stand out from their
competitors and appeal to their target customers. However, traditional positioning methods,
such as using attributes or benefits, may not be enough to create a distinctive and
memorable brand image. Alternative approaches to positioning, such as brand narratives
and storytelling, offer a more creative and flexible way to position a product or service.
These approaches involve crafting a story or narrative around the brand, its values, its
personality, and its customers, rather than focusing on specific features or advantages. By
using alternative approaches to positioning, businesses can create a unique brand identity
and connect with their customers on an emotional level.
Đạt
● Value position
The value proposition is important because it helps businesses distinguish and stand out
from competitors, determine the right marketing strategy, and build customer loyalty through
special benefits,supporting purchasing decisions and optimizing pricing strategies. This is
the deciding factor for success in today's business environment, creating understanding and
attracting customers in a competitive market.
● Positioning/ Branding for a small business
Because through positioning, businesses can identify and highlight their unique
characteristics and value in the market, creating distinction between themselves and their
competitors. Through the branding process, businesses can create a positive image,
increasing trust and loyalty from customers. Strong brands also help increase the value of
products and services, which can assist businesses in driving sales and creating expansion
opportunities. Finally, a clear positioning and brand identity helps businesses attract the
attention of partners and investors, opening up opportunities for cooperation and sustainable
development in an increasingly competitive market. In short, positioning and branding not
only makes a business stand out but also contributes to a deep understanding of the market
and customers, creating a positive and stable image in the minds of the target audience.

Vân
● POD (Point of Difference) and POP (Point of Parity)
Reason: Because determining the business's Points of Parity (POP) and Points of
Distinction (POD) is a key step in developing a strong and effective brand strategy. POD
generates distinctive features and unique value for brand ownership, helping to stand out
and leave an imprint in the minds of customers, while POP helps establish the essential
aspects that every brand needs to join the market and fulfill basic customer expectations.
● Straddle Positioning
Reason: Because this will offer a massive profit opportunity regardless of market direction.
The opportunity to benefit whether the market is growing or dropping, as long as the volatility
is high enough to pay the cost of both options.

Tiến:
● PODs and POPs: The above two terms are extremely important in branding and
brand strategy, specifically, supporting businesses in determining their market
position compared to competitors, understanding customers to develop products and
services. suitable marketing strategy.

● Communicate POPs and PODs:

Tâm
● Point of Parity (POP): POPs are the attributes or benefits that are considered
essential for a brand to be considered a legitimate competitor in a specific product
category.
● In the context of the perceptual map, the basic taste profile and personality imagery
could be considered points of parity. For example, having a "contemporary" image
might be a basic expectation in the beverage category.
● Point of Difference (POD): PODs are the unique attributes or benefits that set a
brand apart from its competitors and make it distinct. In the perceptual map,
variations in taste profile (light versus strong) and personality imagery (contemporary
versus modern) could serve as points of difference for the brands.
● Choosing POPs: Brands might choose specific taste profiles or imagery that align
with industry norms, ensuring they meet consumers' minimum expectations.
● For instance, a brand might choose a contemporary personality as a point of parity to
fit in with consumer expectations in the beverage category.
● Choosing PODs: Brands can strategically choose unique taste profiles or personality
imagery that differentiates them from competitors. For example, a brand might
choose a modern personality and a unique taste profile to stand out.

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