Brand Positioning & Values
Brand Positioning & Values
Brand Positioning & Values
Values
What Is Their Positioning?
• Liril
• Dominos
• Fair & Lovely
• Pears
• Bata
• Woodland
• Zodiac
• Allen Solly
Brand Positioning
• Define competitive frame of reference
– Target market
– Nature of competition
• Fun to drive
• Economical
• International
10
• Desirability
Managerial Issues
• How do I begin to position my Brand?
– Communicate category membership
– This is the “frame of reference”, where
customers can activate what they know about the
category and apply it to your POPs and PODs
• How?
– Communicate category benefits
– Compare your product to exemplars
– Rely on product descriptor
Competitive Positioning Strategy
• Two strategies:
– Created exemplar (not a real product)
– Real exemplar (coke when talking about cola-
based carbonated beverages)
• NOTE: Keller defines exemplars as
– Well known, noteworthy brands in a category
• Pepsi One example (after repositioning)
Nuts and Bolts
• How do I decide on my PODs and POPs?
• POPs
– Analysis of category
• What attributes do all of my competitors have? I probably need to
have those, or my competitors automatically have a POD
• POPs get you included in category
• PODs are more difficult
– Don’t use PODs that are product centric (dominate
competition) but customer centric (uniquely address need
of customer)
Managerial issues
• Criteria for POD
– Desirability
• Must be Relevant
• Must be Distinctive
• Must be Believable
– Deliverability
• Feasibility
• Communicability
• Sustainability
Establish POP and POD in
marketplace
• Difficulty: Many attributes that make up
POP and PODs are negatively opposed
– Low price vs. High quality
– Tastes Great vs. Less filling
• Separate the attributes
• Leverage equity in another entity
• Redefine the relationship
Brand Mantra
• Built upon core brand values
• Makes a core brand promise
• Heart and soul of brand
• 3-5 word phrases
• Generates spirit of the brand
• Helps position the brand
Mantra terms: Nike & Disney
• Brand function - nature of product or service;
performance, entertainment
• Descriptive modifier - specific functions; athletic
performance, family entertainment
• Emotional modifier - how brand delivers
benefits; authentic, fun
• Nike
– Authentic Athletic Performance
• Disney
– Fun Family Entertainment
Communicating & Establishing
POP’s & POD’s
• Create POP’s and POD’s in the face of
attribute & benefit trade-offs
– Price & quality
– Convenience & quality
– Taste & low calories
– Efficacy & mildness
– Power & safety
– Ubiquity & prestige
– Comprehensiveness (variety) & simplicity
– Strength & refinement
Core Brand Values
• Set of abstract concepts or phrases that
characterize the 5-10 most important
dimensions of the mental map of a brand.
• Relate to points-of-parity and points-of-
difference
• Mental Map Core Brand Values Brand
Mantra
Building
Customer-Based Brand Equity
• Brand knowledge structures depend on . . .
– The initial choices for the brand elements
– The supporting marketing program and the
manner by which the brand is integrated into it
– Other associations indirectly transferred to the
brand by linking it to some other entities
Brand Elements
• A variety of brand elements can be chosen
that inherently enhance brand awareness or
facilitate the formation of strong, favorable,
and unique brand associations: