BRAND POSITIONINGUNIT III

Basic Concepts

• Desired Brand Meaning –what you want the customer to know as opposed to what he/she already knows

• Positioning- creating a distinct image of the brand in the minds of the target audience

Basic Concepts

• Target Market(consumer market-industrial market-brand loyalty) & Identifiable-Size-Accessible-Responsive

• Knowing the Competition

• Points of Parity

• Points of Difference

4 Groups of Brand Users

• Factors:

• Consumer attitudes

• Satisfaction levels

• Groups:

• Convertible (highly likely to switch)

• Shallow (unlikely switcher, considers alternatives)

• Average (comfy with current, unlikely to switch)

• Entrenched (brand loyalist)

4 Groups of Non users

• Strongly unavailable – strong preference for current brand

• Weakly unavailable- prefers current brand, not strong affinity

• Ambivalent- 50:50 fellow

• Available- preference for the other, has not yet switched

Positioning Guidelines

• Frame of Reference

• Establish POD & POP

Frame of Reference

• Establishing Brand’s Category Membership

• New product launch

• Consumers are aware of the category but are not convinced

• Brands affiliated to a completely different category

• Ways of reinforcing

• Communicating

• Comparing with Examplars

• Product Descriptor

Choosing Points of Difference

• DESIRABILITY

• Relevance

• Distinct

• Believe-ability

• DELIVERABILITY

• Feasibility

• Communications

• Sustainability

Establish POP & POD

• Attributes that make up the POP or POD maybe negatively co-related

• E.g- high quality vs low cost

powerful vs safe

• Separation of Attributes

• Leverage Equity from Another Source

• Redefine Relationship

Update Position

• LADDERING – Maslow Theory

• REACTING

• Do Nothing

• Defensive

• Offensive

Brand Mantras

• 3-5 letter words

• Powerful core brand associations that customers should hold

• Also known as brand essence

• Communicate-Simplify- Inspire

• E.g

• Betty Crocker – Homemade Made Easy

• Brand Function - Cooking

• Descriptive - homemade

• Emotional - Ease

Brand Audits

• Comprehensive examination of a brand

• Helps discover sources of brand equity

• Consumer focused

• Strategic initiative

• BRAND INVENTORY

• Profile of each product/ service sold

• Brand elements used

• Marketing Programs

• POPs & PODs

• BRAND EXPLORATORY

• What the consumers think and feel of a brand

• Typical market research