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3.1
Brand Positioning
Is at the heart of the marketing
strategy
3.2
Positioning
It requires the marketers to determine a
frame of reference (target market and
competition)
What are the ideal points-of-parity and
points-of-difference brand associations vis-
-vis the competition?
Marketers need to know:
Who the target consumer is (segmentation)
Who the main competitors are
3.4
Points-of-Parity and Points-of-
Difference
Points-of-difference (PODs)
attributes or benefits that consumers strongly associate
with a brand, positively evaluate, and believe that they
could not find to the same extent with a competitive
brand.
similar to USP
3.6
Brand Positioning
Guidelines
Choosing PODs
Desirability criteria (consumer
perspective)
Personally relevant (Not like Crystal Pepsi; We put
silk in the bottle Alberto Natural silk shampoo)
Distinctive and superior (Colgate Active Salt)
http://www.youtube.com/watch?v=Ml8YRYCylQo
Deliverability criteria (firm perspective)
Feasible (Mountain Dew)
Profitable
(Starbucks)
3.7
3.8
Establishing POP and POD
Trade-offs in positioning
Price and quality (Eg. JetBlue)
Taste and low calories (Cereals)
3.12
Designing the Brand
Mantra
The term brand functions describes the
nature of the product or service or the
type of experiences or benefits the brand
provides.
The descriptive modifier further clarifies
its nature.
The emotional modifier provides another
qualifierhow exactly does the brand
provide benefits, and in what way?
3.13
Designing the Brand
Mantra
Emotional Descriptiv Brand
Modifier e Functions
Modifier
3.14
Brand Audit
A comprehensive examination of a brand
involving activities to assess the health of
the brand, uncover its sources of equity,
and suggest ways to improve and leverage
that equity
Understand sources of brand equity
Firm perspective (Brand Inventory)
Consumer perspective (Brand Exploratory)
Set strategic direction for the brand
Recommend marketing programs to
maximize long-term brand equity (Polaroid from
conventional photography to fun side of peoples lives)
3.15
Brand Inventory
A current comprehensive profile of how
all the products and services sold by a
company are branded and marketed:
Brand elements, Supporting marketing
programs, Profile of competitive brands, POPs
and PODs, Brand mantra
By collecting brand names, logos, symbols,
Uniqueness of associations
3.20