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The
Brand Positioning

Statement

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Where we have been

We understand
Brand equity and the psychology behind it

A function of awareness, strength, favorability, and
uniqueness of the nodes and links in memory

BE is created in a progressive fashion

Establish proper Brand Identity

Create Brand meaning

Elicit positive Brand responses

Forge strong Brand relationship

The Cornerstone
The brand positioning statement is the single
most important item in all of marketing.
It defines EVERYTHING about what your
brand is to the consumer.

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All Elements
Packaging, Pricing, Distribution,
Manufacturing, Sales, Marketing.
All work in unison to the beat of the brand
positioning statement.

This Is THE Most Important

Thing Ill share with You
If you can learn the art of mastering the
articulation of brand positioning statements,
youll have a giant leg up on your competition
during job interviews.
Itll also help you once you get a job!

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Brand Positioning
Brand Positioning
Brand positioning is all about identifying the
optimal location in our customers minds for our
Brand and our competitors

Proper positioning makes it easier to facilitate
understanding of our Brand

Taken to its logical conclusion, you might

think of the Principle as an indicator of a
brands position

Three Elements
Target Audience
Compelling benefit
Reason Why (Kitchen Logic)

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Brand
Positioning
Statement
For those suffering from a cold, Comtrex offers four different
relief formulas that treat and work against your specific cold
ailments.

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Brand Positioning
Statement

For cold sufferers, Contac offers 12 hours of

continuous relief from congestion and sinus pressure
thanks to its time-release technology.

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Brand Positioning
Statement

For consumers ages 16-35, Crest Whitestrips whiten teeth

five times better than the leading paint-on whitening gel.
Thats because Crests gel-coated strips hold the peroxide
on teeth longer, to whiten stains below the tooth surface.

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Brand Positioning
Statement

For women ages 25-55, Loreal Revitalift Anti-wrinkle and

firming cream reduces facial wrinkles and firms your skin.

NO REASON WHY!

Brand Positioning
Define competitive frame of reference
Target market

Nature of competition

Define desired brand knowledge structures

Points-of-parity
necessary

competitive

Points-of-difference

strong, favorable, and unique brand associations

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Issues in Implementing
Brand Positioning
Establishing Category Membership
Identifying & Choosing POPs & PODs
Communicating & Establishing POPs & PODs
Sustaining & Evolving PODs & POPs

Establishing Category
Membership
Product descriptor
Exemplar comparisons

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Identifying & Choosing

POPs & PODs
Desirability criteria (consumer perspective)
Personally relevant

Distinctive & superior

Believable & credible

Deliverability criteria (firm perspective)

Feasible

Profitable

Pre-emptive, defensible & difficult to attack

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Major Challenges in
Positioning
Find compelling & impactful points-of-difference
(MacMillan & McGrath, HBR, 97)

How do people become aware of their need for your
product and service?

How do consumers find your offering?

How do consumers make their final selection?

How do consumers order and purchase your product or
service?

What happens when your product or service is delivered?

How is your product installed?

How is your product or service paid for?

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Major Challenges in
Positioning
Find compelling & impactful points-ofdifference (cont.)

How is your product stored?

How is your product moved around?
What is the consumer really using your product for?
What do consumers need help with when they use your
product?
What about returns or exchanges?
How is your product repaired or serviced?
What happens when your product is disposed of or no
longer used?

Communicating & Establishing

POPs & PODs
Create POPs and PODs in the face of attribute
& benefit trade-offs

Price & quality

Convenience & quality
Taste & low calories
Efficacy & mildness
Power & safety
Ubiquity & prestige
Comprehensiveness (variety) & simplicity
Strength & refinement

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Strategies to Reconcile
Attribute & Benefit Trade-Offs
Establish separate marketing programs
Leverage secondary association (e.g., co-brand)
Re-define the relationship from negative to
positive

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Sustaining & Evolving

POPs & PODs
Core Brand Values &
Core Brand Proposition

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Core Brand Values

Set of abstract concepts or phrases that
characterize the 5-10 most important dimensions
of the mental map of a brand.
Relate to points-of-parity and points-of-difference
Mental Map  Core Brand Values  Brand Mantra

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Brand Mantras
A brand mantra is an articulation of the heart and
soul of the brand.

Brand mantras are short three to five word phrases that

capture the irrefutable essence or spirit of the brand
positioning and brand values.

Nike

Authentic Athletic Performance

Disney

Fun Family Entertainment

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Establish POP and POD in marketplace

Difficulty: Many attributes that make up POP
and PODs are negatively opposed
Low price vs. High quality

Tastes Great vs. Less filling

Separate the attributes

Leverage equity in another entity
Redefine the relationship

Defining Values and

Principle
You already know how to do this
Your values and principle are part of your Org and
Brand drivers!!!

Keller calls principle Brand Mantra

Your Values, Principle, and position all are

related

NOTE: Keller says that associations are values,

but we have a stricter definition of associations
from the IBM

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Principles a la Keller: What makes a

good Principle?
Three components
Emotional component (Comfortable)

Descriptive modifier (Casual)

Brand function (clothing)

Other Examples
Nike: Authentic, Athletic Performance

Fun Family Entertainment

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