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Crafting
the Brand Positioning
Points-of-difference Points-of-parity
(PODs) (POPs)
Attributes or benefits Associations that
consumers strongly are not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and believe with other brands
they could not find to
the same extent with
a competitive brand
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-7
PODs and POPs
Relevance
Distinctiveness
Believability
Feasibility
Communicability
Sustainability
Product Personnel
Channel Image
Quality
improvements
Feature
improvements
Style improvements
Prices
Distribution
Advertising
Sales promotion
Services
Convert nonusers
Enter new market segments
Attract competitors customers
Have consumers use the product on
more occasions
Have consumers use more of the
product on each occasion
Have consumers use the product in
new ways
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-24
A Product in Decline
Emergence Growth
Maturity Decline