1
10
Crafting the
Brand Positioning
Chapter Questions




How can a firm develop and establish an
effective positioning in the market?
How do marketers identify and analyze
competition?
How are brands successfully differentiated?
What are the differences in positioning and
branding with a small business?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
10-2
What is Positioning?
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10-3
Value Propositions


Perdue Chicken
 More tender golden chicken at a moderate
premium price
Domino’s
 A good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate
price
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10-4
Competitive Frame of Reference
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10-5
Table 10.2 Customer Ratings
of Competitors
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10-6
Defining Associations
Points-of-difference
Attributes or benefits
consumers strongly
associate with a
brand, positively
evaluate, and believe
they could not find to
the same extent with a
competitive brand
Points-of-parity
Associations that are
not necessarily unique
to the brand but may
be shared with other
brands
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10-7
Point-of-Difference Criteria
Desirable
Deliverable
Differentiating
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10-8
POP versus POD
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10-9
Figure 10.1a Perceptual Map:
Current Perceptions
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10-10
Figure 10.1b Perceptual Map:
Possibilities
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10-11
Brand Mantras
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10-12
Designing a Brand Mantra
Communicate
Simplify
Inspire
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10-13
Constructing a
Brand Positioning Bull’s-Eye
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10-14
Conveying Category Membership


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Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
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10-15
Examples of Negatively Correlated
Attributes and Benefits

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
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Low-price vs. High
quality
Taste vs. Low
calories
Nutritious vs. Good
tasting
Efficacious vs. Mild


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Powerful vs. Safe
Strong vs. Refined
Ubiquitous vs.
Exclusive
Varied vs. Simple
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10-16
Differentiation Strategies
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10-17
Means of Differentiation
Employee
Channel
Image
Services
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10-18
Emotional Branding
Strong culture
Communication style
Emotional hook
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10-19
Market Share, Mind Share,
and Heart Share
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10-20
Brand Narratives and Storytelling
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10-21
For Review




How can a firm develop and establish an
effective positioning in the market?
How do marketers identify and analyze
competition?
How are brands successfully differentiated?
What are the differences in positioning and
branding with a small business?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
10-22
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Kotler Keller 2 - Middle East Technical University