BRAND POSITIONING
3.1
Brand Positioning
Is at the heart of the marketing strategy
“ . . . the act of designing the company ’ s offer
and image so that it occupies a distinct and
valued place in the target customer’ s minds.”
Philip Kotler
3.2
4 essentials to decide on the
positioning of a Brand
TARGET MARKET
COMPETITION ( NATURE OF COMPETITION)
POD
POP
3.3
The Four Components of a Superior
Competitive Positioning
Competitive frames of reference
Nature of competition
Target market
Develop unique brand points-of-difference (POD’s)
Desirable to consumer
Deliverable by the brand
Differentiating from competitors
Establish shared brand points-of-parity (POP’s)
Negate competitor points-of-difference
Demonstrate category credentials
Brand mantras
Short 3-to-5 word phrases that capture key POD’s & the irrefutable
essence or spirit of the brand.
4
Target Market
A market is the set of all actual and potential
buyers who have sufficient interest in, income
for, and access to a product.
Market segmentation divides the market into
distinct groups of homogeneous consumers
who have similar needs and consumer
behavior, and who thus require similar
marketing mixes..
3.5
3.6
Example of the toothpaste
market
Four main segments:
1. Sensory: Seeking flavor and product appearance
2. Sociables: Seeking brightness of teeth
3. Worriers: Seeking decay prevention
4. Independent: Seeking low price
Criteria for Segmentation
Identifiability: Can we easily identify the segment?
Size: Is there adequate sales potential in the
segment?
Accessibility: Are specialized distribution outlets
and communication media available to reach the
segment?
Responsiveness: How favorably will the segment
respond to a tailored marketing program?
3.8
Determining a frame of reference
Establish – POD’s & POP’s
Marketers need to know:
Who the target consumer is
Who the main competitors are
How the brand is similar to these competitors
How the brand is different from them
3.9
Nature of Competition
Deciding to target a certain type of consumer
often defines the nature of competition
Do not define competition too narrowly
Marketing Myopia –
3.10
Defining and Communicating the
Competitive Frame of Reference
Defining a competitive frame of reference for a
brand positioning is to determine category
membership.
Competition can be defined at a number of different
levels :- Example:- Mirinda orange
Product type level:- competes with noncola,flavored soft
drink
Product category level:- competes with all soft drinks
Product Class level:- competes with all beverages
- Exercise :- Site some more examples
3.11
Points-of-Parity
and Points-of-Difference
Points-of-difference (PODs) are 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.
Points-of-parity associations (POPs), on the other
hand, are not necessarily unique to the brand but
may in fact be shared with other brands.
3.12
Brand Positioning Guidelines
Two key issues in arriving at the optimal
competitive brand positioning are:
Defining and communicating the competitive
frame of reference
Choosing and establishing points-of-parity and
points-of-difference
3.13
Choosing POP’s & POD’s
Desirability criteria (consumer perspective)
something that people actually want or would value
Personally relevant
Distinctive and superior
Believable and credible
Deliverability criteria (firm perspective)
a promise the brand can actually deliver on
Feasible
Profitable
Pre-emptive, defensible, and difficult to attack
3.14
Fundamental Question every
Brand must ask ?
Why Would Someone Buy from us Instead of
our Competitors?
3.15
Positioning
To set the product meaningfully apart from other competitors
3.16
Repositioning
When a brand tries to alter the position it
occupies in the mind of consumers , it is
termed as – repositioning .
Reasons :-
- Lacking in achieving the desired position
- Penetrate the market
- To match consumer preference
- Crafting brand as current
- Change in market or market conditions
- To overcome competition
3.17
Examples
Dettol :- earlier as antiseptic liquid – later for multiple uses like
after-shave , cleaning , washing baby clothes etc ( image
repositioning )
Santro :- Santro in india in 1998 in 2003 later Santro Xing as new
improved version ( product repositioning)
Cadbury’s Dairy Milk :- earlier targeted children , later targeted
youth & festival markets & thereafter adults with slogans “aaj
phele tarik hai” (Intangible repositioning)
Lifebuoy :- launched new products for different market segments
( tangible repositioning)
3.18
Brand Positioning Statement
Process
Short written document that lays out how
marketer believes others should
- THINK
- FEEL The Brand
- RELATE
Relationship- building Exercise
Positioning statement is not a public – facing tagline like mission or
vision statement.
3.19
4- Elements of the Brand
Positioning Statement
1. 1. Category / Industry/Vertical ( define the
exact space)
2. Target Audience ( who your most valuable
customer are)
3. Benefit to the customer ( actual benefit)
4. Reason why the brand will deliver on this
promise
( reason –backing up your claim)
3.20
(Brand) is a (1) company that
provides (2) with (3) by (4).
Example :-
Rhino Energy Drink is a canned energy
drink company that provides adventurous
millennials with the energy they need to
live their busy & active lives. It does this
with its special formula of high-quality
ingredients.
3.21
Classic Brand Positioning Statement
To ___________________________________________________________________,
(Target Group/Need)
_______________is the brand of __________________________________________.
(Brand) Frame of Reference (Perceptual)
Competing Mainly With ___________________________________________________
Frame of Reference (Competitive)
that ___________________________________________________________________,
(Relevant Differentiating Benefit)
because ______________________________________________________________.
(Reason To Believe)
The Brand Character is: ___________________________________________________
3.23
Exercise
(Brand) is a (1) company that provides (2) with (3) by (4).
1. Category
2. Target Audience
3. Actual Benefit
4. Reason why Brand will deliver the promise
3.24
Core Brand Values
Set of abstract concepts or phrases that
characterize the five to ten most important
dimensions of the mental map of a brand
Relate to points-of-parity and points-of-
difference
Mental map Core brand values Brand mantra
3.25
3.26
Brand Mantras
An articulation of the “ heart and soul” of the
brand- DNA of the brand
similar to “brand essence” or “core brand
promise”
Ex:- Domino :- essence – delivery of Pizza
Short three- to five-word phrases that capture the
irrefutable essence or spirit of the brand
positioning and brand values
3.27
Brand Mantra is like the Elevated Speech ( given
in 30 sec) – 5-4 Phase words .
Mental map Core brand values Brand mantra
Thought
association
Set of abstract concepts or
phases that characterize the five
to ten most important
dimensions of the mental map of
a brand .
Relate to the POD & POP
3.28
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 qualifier
—how exactly does the brand provide benefits, and
in what way?
3.29
Designing the Brand Mantra
Emotional Descriptive Brand
Modifier Modifier Functions
Authentic Athletic Performance
Nike
Fun Family Entertainment
Disney
Fun Folks Food
3.30
3.31
Internal Branding
Members of the organization are properly aligned
with the brand and what it represents.
Crucial for service companies
3.32
Brand Audit
Externally, consumer-focused assessement
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
It includes brand vision, mission, promise,
values, position, personality, and performance
3.33
Importance of Brand Audits
Understand sources of brand equity
Firm perspective
Consumer perspective
Set strategic direction for the brand
Recommend marketing programs to maximize
long-term brand equity
3.34
Brand Audit Steps
Brand inventory (supply side)
Brand exploratory (demand side)
3.35
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
3.36
Brand Inventory (Cont.)
Suggests the bases for positioning the brand
Offers insights to how brand equity may be
better managed
Assesses consistency in message among
activities, brand extensions, and sub-brands in
order to avoid redundancies, overlaps, and
consumer confusion
3.37
Brand Exploratory
Provides detailed information as to how
consumers perceive the brand:
Awareness
Favorability
Uniqueness of associations
Helps identify sources of customer-based brand
equity
Uncovers knowledge structures for the core
brand as well as its competitors
3.38
Suggested Brand Audit Outline
Brand audit objectives, scope, and approach
Background about the brand (self-analysis)
Background about the industries
Consumer analysis (trends, motivation, perceptions,
needs, segmentation, behavior)
Brand inventory
Elements, current marketing programs, POPs, PODs
Branding strategies (extensions, sub-brands, etc.)
Brand portfolio analysis
Competitors’ brand inventory
Strengths and weaknesses 3.39
Brand Audit Outline (Cont.)
Brand exploratory
Brand associations
Brand positioning analysis
Consumer perceptions analysis (vs. competition)
Summary of competitor analysis
SWOT analysis
Brand equity evaluation
Strategic brand management recommendations
3.40
