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Strength function of amount or quantity of processing and nature or quality of processing the information. 1. Personal relevance of the information 2. Consistency over a time
Brand Attributes-descriptive features that characterize a product or service Brand benefits personal values and meaning that consumers attach to the product or service attributes
Deliverability-three factors
1. Actual or potential ability of the product to perform 2. Current or future prospects of communicating that performance 3. Sustainability of the actual and communicated performance over time.
Product related or product non-related attributes/benefits Product category attitudes Unique meaningful -points of differencereason why Points of parity- no reason why not
Brand Positioning
Define competitive frame of reference
Target market Nature of competition
Points-of-difference
strong, favorable, and unique brand associations
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Image Based
Affective, experiential, brand image related differences
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Two types
Category: attributes that are required to include your product as a member of that category Competitive: POP that negate your competitors PODs
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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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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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Other Examples
Nike: Authentic, Athletic Performance Fun Family Entertainment
BRAND MANTRA
Emotional Descriptive Brand
Modifier
Athletic
Function
Performance
Family
Entertainment
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The Brand Function describes the service, type or benefit. The Descriptive Modifier is the answer to not just any kind of function,
Nike has described their mantra of Authentic Athletic Performance as the intellectual guard rails to keep the brand on track.
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It forces to articulate what the brand is all about if we cant do it, then how can we expect our customers to? It allows a foundation from which to have structured dialogue with the customers in ongoing research It guides the conversation, such as the Discussion Guide for focus groups what is it that we should be talking about? .
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It facilitates NPD by defining the boundaries for the brand. Ensures continuity for new staff. Guides the communication Adds depth to the brand Potential stakeholders that there is more to the brand than what they see
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Your Brand
fun
store
friendly
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flashlights
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This mental map shows the range of associations for Nike. Some associations are product specific while others are not.
Brands typically have many associations, but only three to five are the primary drivers of brand equity.
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Core associations for Nike include: innovative technology, high quality/stylish products, joy and celebration of sports, maximum performance, self empowerment and inspiring, locally and regionally involved, and globally responsible.
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When compared to Reebok, comfort and stylishness are points of parity while technology and empowerment are points of difference. Compared to Adidas, performance and quality are points of parity while technology and empowerment are points of difference.
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