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Crafting the Brand Positioning Mahmood Al Bashir

Lecturer, MPE, AUST

“No Company Can Win If Its Products And Services Resemble Every Other Product And Offering…”

Why the positioning of Brand?

What is Brand Positioning?

“Positioning is the act of designing a company’s offering and image to occupy a

distinctive place in the minds of the target market: Customer focused value proposition”

Segmentation Targeting Positioning

Examples of Value Proposition

Company and Product

Target Customer Key Benefits Price Value Proposition

Perdue (Chicken) Quality-conscious consumers

of chicken Tenderness

10% Premium

More Tender golden chicken at a moderate premium price

Volvo (Station Wagon)

Safety-conscious upscale families

Durability and safety 20%

Premium The safest most durable wagon in which your family can ride

Domino’s (Pizza) Convenience-method pizza

lovers Delivery speed and

good quality 15%

Premium

A good hot pizza, delivered promptly to your door, at a

moderate price

Deciding on Positioning

A Frame of Reference

POPs and PODs

Brand Mantra

Creating A Frame of Reference: Identifying Competitors

Creating A Frame of Reference: Analyzing Competitors

Customers’ Ratings of Competitors on Key Success Factors

Customer Awareness

Product Quality

Product Availability

Technical Assistance

Selling Staff

Competitor A E E P P G

Competitor B G G E G E

Competitor C F P G F F

Identifying PODs and POPs

“Attributes or benefits that consumers strongly associate with a brand, positively

evaluate and believe they could not find the same extent with a competitive brand”

Points Of Difference

Three Criteria of PODs:

Desirable to consumers

Deliverable by the company

Differentiating from competitors

Identifying PODs and POPs

“Attributes or benefits that are not necessarily unique to the brand but may in fact be

shared with other brands”

Points Of Parity

Two forms of POPs:

Category POPs

Bank without Money!!

Competitive POPs

Negating vulnerability

Straddle Positioning

Two frames of References

One set of POD and POP

Brand Mantra

Designing A Brand Mantra:

• Communicate

• Simplify

• Inspire

“An articulation of the heart and soul of the brand and is closely related to other branding

concepts like brand essence and core brand promise”

Impossible is

Nothing

Make, Believe

Brand Mantra: Bull’s Eye

Establishing Brand Positioning

• Communicating Category Membership

• Announcing category benefits

• State why you are here!

• Comparing to exemplars

• Associate with greats!

• Relying on product descriptor

• It will speak on its own!

Establishing Brand Positioning

Inexpensive vs. High Quality Classic vs. Modern

Low Price vs. High Quality Powerful vs. Safe

Taste vs. Low calories Strong vs. Refined

Nutritious vs. God Tasting Ubiquitous vs. Exclusive

Efficacious vs. Mild Varied vs. Simple

• Communicating POPs and PODs

Differentiation Strategies You Can Differentiate Anything!!

Means of Differentiation

• Employee Differentiation

• Customer service, Airlines

• Channel Differentiation

• Better supply line

• Image Differentiation

• Marlboro

• Services Differentiation

• FedEx vs. UPS

Differentiation Strategies: Emotional Branding

• Should contain both rational and emotional component

• Should appeal both to the head and to the heart

Brands should share three specific traits:

• Mystery

• Sensuality

• Intimacy

Positioning and Branding Small Business

• Creatively conduct low-cost marketing research

• Focus on building one or two strong brands based on one or two key associations

• Employ a well-integrated set of brand elements

• Create buzz and loyal brand community

• Leverage as many secondary associations as possible

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