brand positioning pertemuan 9 mata kuliah: j0802 - produk dan merk tahun: 2010
Post on 25-Dec-2015
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• Membangun dan Mengkomunikasikan Brand Positioning• Nilai Brand Positioning• Positioning Guidelines• Brand Mantra
Identifying and Establisihing Brand Positioning
Basic Concepts: • The CBBE models describes the general process by
which marketers should build brand knowledge structure to create brand equity
• How marketer might determine desired brand meaning or positioning
Positioning
Act of designing the company’soffering and image to occupy
a distinctive place in the mind ofthe target market.
Brand Positioning
Is at the heart of marketing strategy. It is “the act of designing the
company’s offer and image so that it occupies a district and valued palace
in the target’s customer minds.
Marketer needs to know:• Who the target consumer is• Who the main competitor are• How the brand is similar to these competitors• How the brand is different from them
Target Market
• Identfying the target market• Defining and segmenting a market• Choosing target market segments
Market: Is the set of actual and potential buyers who have sufficient interset in, income for, and access to a product
Market segmentation: Devide the market into distinct
Writing a Positioning Statement
Mountain Dew: To young, activesoft-drink consumers who have
little time for sleep, Mountain Dewis the soft drink that gives you
more energy than any other brandbecause it has the
highest level of caffeine.
Defining Associations
Points-of-difference (PODs)• Attributes or benefits
consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
Points-of-parity (POPs)• Associations that are
not necessarily unique to the brand but may be shared with other brands
Conveying Category Membership
Announcing category benefitsAnnouncing category benefits
Comparing to exemplarsComparing to exemplars
Relying on the product descriptor
Relying on the product descriptor
POD’s
Definition: Are attributes or benefits that consumer strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand.
POP’s
On other hand,are not neccesarily unique to the brand but may in fact be shared with other hands.
Types: Category & CompetitiveCategory points: Represent neccesary but not neccesarily sufficient – conditions for brand choiceCompetitive points: Are those associations designed to negate competitor’s point of difference
Choosing POD’S
• Desirability Criteria:(Relevance, Disctinctiveness, Believibility)
• Deliverability Criteria:(Feasibility, Communicability, Sustainability)
Brand Mantra
Brand mantra is an articulation of the “heart and soul” of the brand, a
short three to five word phrase that capture the irrefutable essence or
spirit of the brand positioning.
Designing Brand Mantra :
• Brand function
• Descriptive modifier
• Emotional Modifier
Consideration:
• Communicate Should be define the category of business
to set the brand boundaries and clarift what is unique
about the brand
• Simplify A brand mantra should be memorable
• Inspire Should also stake out ground that is personally
meaningfull and relevant to as many employess as
possible.
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