10 crafting the brand positioning 1. copyright © 2009 pearson education, inc. publishing as...
TRANSCRIPT
10Crafting the
Brand Positioning
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2
What is Positioning?
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in
the mind of the target market.
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Value Propositions
Perdue Chicken More tender golden chicken at a moderate
premium price Domino’s
A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
Figure 10.1a Perceptual Map: Current Perceptions
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Figure 10.1b Perceptual Map: Possibilities
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Differentiation Strategies
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Means of Differentiation
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Employee
Channel
Image
Services
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Personnel Differentiation: Singapore Airlines
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Channel Differentiation
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Image Differentiation
Market Share, Mind Share, and Heart Share
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