brand positioning slides
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Brand PositioningTRANSCRIPT
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BrandPositioning
Summary of Chapter 3 ofKevin Lane Keller
SBM
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Positioning:
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is at the heart of marketingstrategy. It is the ‘act of designing thecompany’s offer and image so that it occupies adistinct and valued place in the targetcustomer’s minds.
Position = Location (finding proper location of theproduct in the consumer’s minds)
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1. Who the target consumer is?2. Who the main competitors are?3. How the brand is similar to these
competitors?4. How the brand is different from
them?
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Market: is the set of all actual and potentialbuyers who have sufficient interest in, incomefor, and access to a product.
Market Segmentation: divided the market intodistinct groups of homogeneous consumerswho have similar needs and consumerbehavior.
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Descriptive or customer-oriented: what kind ofperson or organization the customer is
Behavioral or product-oriented: how the customerthinks of or uses the brand or product
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Nature ofgoods Kind Where used Type of buy
Buyingcondition Purchase
location Who buys Type of buy
• Demographic– Company Regn Code– Number of employees– Number of production
workers– Annual sales volume– Number of
establishments
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1. The sensory segment: seeking flavor andproduct appearance
2. The sociables: seeking brightness of teeth3. The worriers: seeking decay prevention4. The independent segment: seeking low price
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To determine category membership Which products does the brand complete? Different categories will lead to different points of
parity and points of difference Ex: PDA – smart phone, laptop, palm Ex: Coca cola – soft drink, carbonated drink, general
beverage Ex: Kellogg’s Corn Flakes – cereal, snack, morning
meal
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Desirability criteria Relevance Distinctiveness Believability
Deliverability criteria Feasibility Communicability Sustainability
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Separate the attributes Leverage equity of another entity Redefine the relationship
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Laddering: how to deepen the meaning of the brandto tap into core brand associations or more abstractconsiderations
Reacting: how to respond to competitive challengesthat threaten an existing positioning Do nothing Go on the defensive Go on the offensive
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Pick 2 big brands in the same category Evaluate the positioning of each brand. Who are the target markets? Who and how?
What are their main points of parity and points ofdifference? Both performance and imagery
Have they defined their positioning correctly? How might it be improved?
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a good brand mantra shouldboth define the category of business to set thebrand boundaries and clarify what is uniqueabout the brand
an effective bran mantra should bememorable, short, vivid
the brand mantra should also stake outground that is personally meaningful andrelevant to as many employees and possible
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