the value of brand positioning
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The Value of (Brand) PositioningIn A Competitive Environment
Paper Presented By Uche Nworah AtThe APCON Branding Workshop, April8, 2010, Lagos Sheraton Hotel, Ikeja
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Outline
Business or Brand strategy
Brands & Branding
Brand Positioning The Values of Brand Positioning
What Brand Positioning Does
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Business (or) Brand Strategy First?
The branding error ofjumping the gun
Head-start vs False
start (motives &punishment)
It is the task of brandmanagement to
translate the businessstrategy into a brandexpression
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Brandscape
EducationalBrand
Charity Brand
Sports BrandDestination/CityRegion/Place
Brand
Product/ServiceBrand
Country/NationBrand
PersonalBrand
Brandscape
Can you think of others?
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Brand Value Propositions
Will
You
MarryMe
Customer?
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Brand Value Propositions & Promise
All Brand value propositions should simplylet the consumer know: What is in it forhim/her?
To propose to a customer, youve got to
decide what you stand for, what you thinkpeople think you stand for, what you can
actually offer over the long time.
Anything else is positioning to fail
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Brand Positioning (Case Study)
Claims and counter claims from Visafone Nigeriaover Starcomms Plc Nigerias claim to be thefirst Open Market Handsets (OMH) compliantnetwork in Africa, barely two months afterVisafone Nigeria claimed to be the first for thesame network.
The firm (Starcomms) never claimed to be thefirst OMH compliant network in Africa. We onlysaid Starcomms is the first 1900 MHz CDMAoperator OMH compliant network in Africa.staff of TPT PR
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Brand Positioning (Case Study)
MTN & Glo got their 3G network licence thesame time, Globacom introduced it first and thenMTN Nigeria went ahead to announce being the
first to launch a 3.5G network. There is nothing wrong in taking credit for any
innovation, but I think it is fraudulent for anoperator to claim to be what they are not. Any
operator that makes a claim to be the first mustbe sure that it is the first.NCC official
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FC Barcelona And The Beautiful Game
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Positioning FC Barcelona
Our philosophy is spectacular andattacking. It is a kind of love betweenBarca and the team and the ball. We play
a maximum of two touches per playerIfwe are loyal to this philosophy we willalways be the best. We used to say thatwe prefer to be the best than to be the
first, but normally the best is also thefirst Joan Laporta, President of FCBarcelona
Courtesy: The Observer 04/04/10 Page 9
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FC Barca: Testimonials
How Barcelona play is what everyone should
be aspiring to, honestly. Im not saying every
single football club has Messi or Xavi to call
upon, but its lovely, really really great. ItsinspiringMartinONeill, Aston Villa Manager
The manner in which we play is a
demonstration of the respect we have for the
people who pay for a ticket or pay money towatch matches on televisionPep Guardiola,FC Barcelona Manager
Courtesy: The Observer 04/04/10 Page 9
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FC Barca: Testimonials
People see Barcelona not as an industry,
not as business, more as a feeling. As ahuman being you prefer to be involved
with a feeling or an emotion than abusiness. How do you describe a feeling?
How do you describe love? Sandro
Rosell, Aspiring candidate for the post ofPresident, FC Barcelona
Courtesy: The Observer 04/04/10 Page 9
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The Competitive Business Environment
Nigeria is the Worlds best kept secret Alhaji AlikoDangote
Everybody is making money in NigeriaMckinsey & CoSenior Consultant
The Nigerian CBE is peculiar and this has implicationsfor the way we do business Knowledge of the PESTLE Factors is key to survival: Political factors Economic factors
Social factors Technological factors Legal factors Environmental
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The Brand Environment
Internal
Business strategy
Quality of human capital(branding, mgt, sales etc)
Manufacturing capacity
Cash flow & resourcing
Marketing mix
Corporate culture
Organisationalstructure/hierarchy
Ownership (a key factor)
External
PESTLE Factors
Michael Porters 5 Forces
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Positioning: An Agency Perspective
Identification of the true uniqueness and
relevance of our clients' brands and enterprisesin order to create strong differentiation, clear
strategic focus, and outstanding businessperformance
Positioning succinctly defines the target, the
category in which the brand competes, their
differentiated benefits, and what the companymust do to prove those differentiated benefits to
the customer
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Steps in Brand Positioning 1. Articulate Brand Attributes What the brand delivers through features and benefits to consumers. 2. Promise to Consumers What consumers expect to receive from the brand. 3. Be Better Than Competitor attributes What the other brands in the market offer through features and benefits to
consumers. 4. Pricing An easily quantifiable factor Your prices vs. your competitors prices. 5. Deliver Consumer perceptions The perceived quality and value of your brand in consumers minds (i.e., does your
brand offer the cheap solution, the good value for the money solution, the high-end,high-price tag solution, etc.?).
Take some time to create a thorough picture of the current market and how yourbrand fits in that market to determine your brands current position. If thats not the
position you want for your brand, take the necessary steps to change it based on thegaps defined when you analyzed the five factors above.
You must know that brands are better built by substance and publicity, andthen maintained by substance still, and advertising
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Components of a Positioning Statement
There are four elements or components of a positioning statement: Target Audience - the attitudinal and demographic description of
the core prospect to whom the brand is intended to appeal; thegroup of customers that most closely represents the brands mostfervent users.
Frame of Reference - the category in which the brand competes;the context that gives the brand relevance to the customer.
Benefit/Point of Difference - the most compelling and motivatingbenefit that the brand can own in the hearts and minds of its targetaudience relativeto the competition.
Reason to Believe - the most convincing proof that the branddelivers what it promises.
http://www.brandeo.com/target+audiencehttp://www.brandeo.com/frame+of+referencehttp://www.brandeo.com/point+of+differencehttp://www.brandeo.com/reason+to+believehttp://www.brandeo.com/reason+to+believehttp://www.brandeo.com/point+of+differencehttp://www.brandeo.com/frame+of+referencehttp://www.brandeo.com/target+audience -
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Criteria for Evaluating a Positioning Statement
Is it memorable, motivating and focused to thecore prospect?
Does it provide a clear, distinctive and
meaningful picture of the brand thatdifferentiates it from the competition?
Can the brand own it?
Is it credible and believable?
Does it enable growth?
Does it serve as a filter for branddecisionmaking?
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The definition of a Lovemark is a product,
service or entity that inspires Loyalty BeyondReason Saatchi & Saatchi
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The New Branding Paradigm
Courtesy: Kevin Roberts, CEO of Saatchi & Saatchi
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Will You Wear Me?
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Notable Quote
"Consumers who make decisions basedpurely on facts represent a very smallminority of the worlds population (...) even
for these people, there is always someproduct or service they buy based onimpulse or emotion."
Maurice Levy, Chairman, Publicis
Groupe, Paris
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Brand Positioning Mix
Core Product
Channels
Price
Branding
People
Process
These variables are internal, within the control of the firm.
External factors will also impact the mix.
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Clarifying Key Branding Terms
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What Brand Positioning Does
Helps in Pre-Selling
Influences purchasing behaviour Encourages Brand Buys as against Commodity
Purchases (Al Ries & Laura Ries) Helps the marketing process in an internet age where
customers shopping on the net are more brandconscious.
Differentiation from competing offerings Successful brand positioning backed up by brand
awareness, image, trust and reputation are bestguarantees for present and future earnings.
The true value of a brand is its ability to generatepositive cash flows and profits
Can you think of others from your personal andprofessional experiences?
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