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Lecture 8

This document discusses developing an effective brand positioning. It defines positioning as designing a company's offering and image to occupy a distinctive place in the minds of the target market. It also discusses identifying a brand's value proposition, competitive frame of reference, points of difference and parity, and communicating the positioning through brand mantras and monitoring competition. The key to positioning a small business is finding a strong product advantage, focusing on one or two brands, encouraging product trial, and using a cohesive digital strategy.

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Shubham Singh
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42 views

Lecture 8

This document discusses developing an effective brand positioning. It defines positioning as designing a company's offering and image to occupy a distinctive place in the minds of the target market. It also discusses identifying a brand's value proposition, competitive frame of reference, points of difference and parity, and communicating the positioning through brand mantras and monitoring competition. The key to positioning a small business is finding a strong product advantage, focusing on one or two brands, encouraging product trial, and using a cohesive digital strategy.

Uploaded by

Shubham Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Differentiation

Developing a Brand Positioning


• Positioning
– The act of designing a company’s offering
and image to occupy a distinctive place in
the minds of the target market
– Value proposition
Lecture 8

Crafting the
Brand Positioning
Learning Outcomes
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. How do firms communicate their positioning?
5. What are some alternative approaches to positioning?
6. What are the differences in positioning and branding for
a small business?
Value proposition
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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 (POD)
• 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

– Strong brands often have multiple points-


of-difference.
• POD criteria

Desirable

Deliverable

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

• POP forms

Category

Correlational

Competitive
POP vs. POD
• Multiple Frames of Reference

• Straddle Positioning
Choosing specific POPs and PODs

– Competitive advantage
– Means of differentiation
– Perceptual map
– Emotional branding
• 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
– Share of mind
– Share of heart
Alternative approaches to positioning

• Brand narratives and storytelling


– Setting
– Cast
– Narrative arc
– Language

• Cultural branding
Business Standard, Mumbai, 4 September 2019
Business Standard, Mumbai, 4 September 2019
Positioning/Branding for A Small Business

• Find compelling product • Create buzz and a loyal brand


performance advantage community
• Focus on building one or two • Employ a well-integrated set
strong brands based on one or of brand elements
two key associations • Leverage as many secondary
• Encourage product trial in associations as possible
any way possible • Creatively conduct low-cost
• Develop cohesive digital marketing research
strategy to make the brand
“bigger and better”
MCQs
1) All marketing strategy is built on STP:
segmentation, targeting, and ________.
A) positioning
B) product
C) planning
D) promotion

A)
2). ________ is the act of designing the company's
offering and image to occupy a distinctive place in
the minds of the target market.
A) Positioning
B) Valuation
C) Pricing
D) Commercialization

A)
3) The goal of positioning is to ________.
A) locate the brand in the minds of consumers to
maximize the potential benefit to the firm
B) discover the different needs and groups existing in the
marketplace
C) target those customers marketers can satisfy in a
superior way
D) collect information about competitors that will directly
influence the firms' strategy

A)
4) The result of positioning is the successful creation
of ________, which provides a cogent reason why
the target market should buy the product.
A) an award-winning promotional campaign
B) a customer-focused value proposition
C) a demand channel
D) everyday low pricing

B)
5). Which of the following best describes a car
company's value proposition?
A) We charge a 20 percent premium on our cars.
B) We target safety-conscious upscale families.
C) We sell the safest, most durable wagon.
D) We are the market leader in the small car category.

C)
6) Perdue's cogent reason why a target market should
buy its chicken is "More tender golden chicken at a
moderate premium price," also known as its
________.
A) customer-focused value proposition
B) competitive frame of reference
C) points-of-parity
D) straddle positioning

A)
7) Which of the following best describes BR
Chicken's value proposition?
A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.

D)
8) The ________ defines which other brands a brand
competes with and therefore which brands should
be the focus of competitive analysis.
A) consumer profitability analysis
B) competitor indexing
C) service blueprint
D) competitive frame of reference

D)
9)________ are defined as companies that satisfy the
same customer need.
A) Communities
B) Competitors
C) Trendsetters
D) Industries

B)
10) A(n) ________ is a group of firms offering a
product or class of products that are close
substitutes for one another.
A) community
B) task force
C) industry
D) focus group

C)

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