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10
Crafting the
Brand Positioning

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?

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10-2

What is Positioning?

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10-3

Value Propositions

Perdue Chicken
More tender golden chicken at a moderate
premium price
Dominos
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate
price

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

10-4

Competitive Frame of Reference

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10-5

Table 10.2 Customer Ratings

of Competitors

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10-6

Defining Associations
Points-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

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10-7

Point-of-Difference Criteria
Desirable
Deliverable
Differentiating

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10-8

POP versus POD

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10-9

Figure 10.1a Perceptual Map:

Current Perceptions

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10-10

Figure 10.1b Perceptual Map:

Possibilities

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10-11

Brand Mantras

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10-12

Designing a Brand Mantra

Communicate

Simplify

Inspire

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10-13

Constructing a
Brand Positioning Bulls-Eye

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10-14

Conveying Category Membership

Announcing category benefits

Comparing to exemplars
Relying on the product descriptor

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10-15

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

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10-16

Differentiation Strategies

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10-17

Means of Differentiation
Employee
Channel
Image
Services

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10-18

Emotional Branding
Strong culture
Communication style
Emotional hook

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10-19

Market Share, Mind Share,

and Heart Share

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10-20

Brand Narratives and Storytelling

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

10-21

For Review

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?

Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

10-22