![Page 1: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/1.jpg)
10Crafting the
Brand Positioning
1
![Page 2: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/2.jpg)
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2
Chapter Questions
How can a firm develop and establish an effective positioning in the market?
How do marketers identify and analyze competition?
How are brands successfully differentiated? What are the differences in positioning and
branding with a small business?
![Page 3: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/3.jpg)
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-3
Value Propositions
Perdue Chicken More tender golden chicken at a moderate
premium price Domino’s
A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
![Page 4: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/4.jpg)
Table 10.2 Customer Ratings of Competitors
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-4
![Page 5: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/5.jpg)
Brand Positioning Statement
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-5
![Page 6: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/6.jpg)
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6
Defining AssociationsPoints-of-difference Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Points-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands
![Page 7: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/7.jpg)
Point-of-Difference Criteria
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-7
Desirable (Consumer)
Deliverable (Company)
Differentiating (competition)
![Page 8: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/8.jpg)
POD & POP
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-8
![Page 9: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/9.jpg)
Figure 10.1a Perceptual Map: Current Perceptions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-9
![Page 10: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/10.jpg)
Figure 10.1b Perceptual Map: Possibilities
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-10
![Page 11: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/11.jpg)
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11
Group Exercise
With regards to your group project, highlight the POD and the POP.
Does it fits the POD criteria?
![Page 12: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/12.jpg)
Designing a Brand Mantra
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-12
Communicate
Simplify
Inspire
![Page 13: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/13.jpg)
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-13
Conveying Category Membership
Announcing category benefits Comparing to exemplars Relying on the product descriptor
![Page 14: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/14.jpg)
Examples of Negatively Correlated Attributes and Benefits
Low-price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe Strong vs. Refined Ubiquitous vs.
Exclusive Varied vs. Simple
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-14
![Page 15: Kotler Keller 2 - Prince Sultan University, Riyadh, Kingdom …info.psu.edu.sa/psu/fnm/aabubakar/MKT53… · PPT file · Web view · 2013-10-28Author: Tracy Tuten Created Date:](https://reader033.vdocuments.site/reader033/viewer/2022051407/5aefdbdb7f8b9aa9168d2c36/html5/thumbnails/15.jpg)
Means of Differentiation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-15
Employee
Channel
Image
Services