positioning 2007
TRANSCRIPT
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Crafting the Brand Positioning
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Brand Identity and Brand Image
Brand Positioning
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“To position a product/service in the minds of consumers relative to competitors”
Ries and Trout
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A ‘reason to be’
“The brand has to be distinctive, relevant and appealing to its target audience”
Robbertson 2000
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Positioning Levels By attribute - Omo , Dove, Volvo
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By price/quality - Mr Price, Woolworths
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By use/application
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By product user - Diesel, Chivas Regal
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By competitor - Avis, e-tv
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By cultural symbols - Castrol, Sasol, Vodacom
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Source of Motivation?
Positioning grid
News - local & global Sport - types? Financial matters Entertainment Trends & happenings Community Jobs
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Positioning - The Process
1. Points of Parity?
The frame in which we are competing!
E.g. SubwaysDove
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2. Point of Difference?
“Announce the frame of reference but compete on point/s of difference.” - Keller
RelevantCompelling
BelievableDeliverable
Difficult to attack
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3. Craft the Brand Positioning Statement
Relevant, differentiated and single-minded!
Plato - Deep within everything is the idea of that thing (essence)
The “defining idea” Moon 2000
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5. Integration
Experienced at every point of contact - over time
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Adding Further Differentiation Differentiation
– Differentiation criteria:• Important• Distinctive• Superior• Preemptive• Affordable• Profitable
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Differentiation Tools– Performance Quality– Conformance Quality– Durability– Reliability– Reparability– Style– Design: The Integrating Force
Services Differentiation– Ordering Ease
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Differentiation Tools– Delivery
• Quick response system– Installation – Customer Training– Customer
Consulting– Maintenance
and Repair
HP’s online HP’s online support pagesupport page
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Differentiation Tools– Miscellaneous Services
Personnel Differentiation• Competence• Courtesy• Credability• Reliability• Responsiveness• Communication
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Differentiation Tools Channel Differentiation Image Differentiation
• Identity• Image
– Symbols, Colours, Slogans, Special Attributes
– Physical plant– Events and Sponsorship– Using Multiple Image-Building Techniques
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Client Briefs Agency Brand Team
Present to ClientAmend until ready to execute
Review Creative/ mediaAmend until ready to presentConceptualiseBrief
Creative and Media
Review Strat internally and with Client
Development of Communication Strategy
Anticipate briefing for next Campaign
Start Again!
Monitor, measure, amend if necessary to ensure
effective communication
Execute and ImplementCampaign
3. Language usage