the value of brand positioning

8/6/2019 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



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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



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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?

the value of brand positioning

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