BRAND POSITIONING

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BRAND POSITIONING
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CUSTOMER BASED BRAND EQUITY

• The differential effect that brand knowledge has
  on consumer response to the marketing of that
  brand

() when the consumer reaction is more favorable
to the product and marketing effort when the
brand is identified
(-) when the consumer reaction is less favorable
to the product and marketing effort when the
brand is identified
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CRITERIA FOR SEGMENTATION DECISIONS

• Identifiability Can the segment identification
  be determined with ease?
• Size Justifiable sales potential?
• Accessibility Any special channel or media to
  reach the segment?
• Responsiveness Response to a tailored marketing
  program?

PROFIT IS THE OVERRIDING CONSIDERATION
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PROFITABILITY BEHAVIOR

• LOYALS
• ROTATORS
• DEAL SELECTIVES
• PRICE DRIVENS

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USERS BASED ON COMMITMENT

• ENTRENCHED
• AVERAGE
• SHALLOW
• CONVERTIBLE

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NONUSERS BASED ON OPENNESS TO CHANGE

• Strongly unavailable
• Weakly unavailable
• Ambivalent
• Available

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NATURE OF COMPETITION

• Closely related to target market decisions
• Distribution channels
• Resources of firm
• Capabilities of firm
• Current future plans

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POINTS OF DIFFERENCE

• Strong, favorable, unique brand associations

ATTRIBUTE
BENEFIT
Positive Consumer Evaluation
Similar to U S P
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POINTS OF PARITY

• Not unique but shared with other brands
• Two forms category and competitive
• May change owing to
• Technology
• Legal developments
• Consumer trends
• Zone of tolerance
• Easier to achieve than POD

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POSITIONING GUIDELINES
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DETERMINE CATEGORY MEMBERSHIP

• Not an issue for well established brands
• Difficult for
• New products
• Very hi-tech products
• POD highlighted

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COMMUNICATING CATEGORY MEMBERSHIP

1. Inform category benefits
2. Compare to exemplars
3. Rely on product descriptor

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CHOOSING POP POD

• I Desirability criteria
• Relevance
• Distinctiveness
• Believability

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CHOOSING POP POD

• II Deliverability Criteria
• Feasibility
• Communicability
• Sustainability

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ESTABLISHING POP POD

• Separate attributes
• Leverage equity of another entity
• Redefine the relationship

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UPDATING POSITIONING

• LADDERING
• To deepen the meaning of the brand to tap into
  core brand values or other abstract
  considerations
• Repeatedly asking what an attribute or benefit
  means to the consumer

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UPDATING POSITIONING

• REACTING
• Eliminating POD to make them POP or establishing
  new POD
• Do nothing
• Become defensive
• Go on the offensive