Brand positioning. Silvia Rita Sedita

Transcription

1 Brand positioning Silvia Rita Sedita

2 Chapter 10 Crafting the Brand Positioning

3 Learning Objectives 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. What are some alternative approaches to positioning? 5. What are the differences in positioning and branding for a small business?

4

5 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

6 Value proposition

7 Value proposition

8 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

9 Competitive Frame of Reference

10 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

11 POD criteria Points-of-Difference and Points-of-Parity Desirable Deliverable Differentiating

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

13 POP forms Points-of-Difference and Points-of-Parity Category Correlational Competitive

14

15 Ikea style

16 Muji style

17

18 Points-of-Difference Choosing specific POPs and PODs Competitive advantage Means of differentiation and Points-of-Parity Perceptual map Emotional branding

19 Points-of-Difference and Points-of-Parity Brand mantra A brand mantra is a 3 to 5 word shorthand encapsulation of your brand position. It is not an advertising slogan and it won t be something you use publicly. A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the company and is used as a touchstone to return when making difficult decisions. The brand mantra can be your guide to decide in which business you should operate, how to handle a crisis or how to make a painful choice (darkmatters.com).

20 Nike s brand mantra Authentic Athletic Performance Huh?! Isn t their brand mantra Just do it?. Well, the answer is no. A brand mantra is not a slogan. Just do it is a tagline and not a brand mantra. It s an external manifestation of Authentic Athletic Performance.

21 Brand mantras Points-of-Difference and Points-of-Parity Communicate Simplify Inspire

22 Brand mantras Emotional modifier Descriptive modifiers Brand functions Authentic Athletic Performance Fun Family Enterteinment Fun Folks Food Rich Rewarding Coffee experience

23 Brand-positioning bull s-eye

24 Positioning/Branding for a Small Business Find compelling product performance advantage Focus on building one or two strong brands based on one or two key associations Encourage product trial in any way possible Develop cohesive digital strategy to make the brand bigger and better Create buzz and a loyal brand community Employ a well-integrated set of brand elements Leverage as many secondary associations as possible Creatively conduct low-cost marketing research

25 Storytelling Brand storytelling isn t a new concept, but with the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority. A brand creative content director increases consumer emotional involvement in the brand through social media and content marketing stories as well as on weaving the brand storyline into offline brand experiences and marketing initiatives.

26

27 Carosello