Marketing Communications - Chapter 5 pot

© 2010 South-Western, a part of Cengage Learning All rights reserved. PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition Positioning CHAPTER 5 1. Appreciate the concept and practice of brand positioning. 2. Explain that positioning involves the creation of meaning and that meaning is a constructive process involving the use of signs and symbols. 3. Give details about how brand marketers position their brands by drawing meaning from the culturally constituted world. 4. Describe how brands are positioned in terms of various types of benefits and attributes. 5. Explicate two perspectives that characterize how consumers process information and describe the relevance of each perspective for brand positioning. Chapter Objecves After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–3 Introduction: Brand Positioning Introduction: Brand Positioning • Positioning Positioning  The key feature, benefit, or image The key feature, benefit, or image that the brand stands for in the target that the brand stands for in the target audience’s collective mind audience’s collective mind • Positioning Statement Positioning Statement  The central idea that encapsulates a The central idea that encapsulates a brand’s meaning and distinctiveness brand’s meaning and distinctiveness vis-à-vis competitive brands vis-à-vis competitive brands © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–4 Positioning in Theory: Positioning in Theory: A Matter of Creating Meaning A Matter of Creating Meaning • Semiotics Semiotics  The study of signs and the analysis of meaning- The study of signs and the analysis of meaning- producing events producing events • Semiotics Perspective Semiotics Perspective  Meaning is a constructive process determined by: Meaning is a constructive process determined by:  The message source’s choice of communication The message source’s choice of communication elements elements  The receiver’s unique social-cultural background The receiver’s unique social-cultural background and mind-set at the time of exposure to a message and mind-set at the time of exposure to a message © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–5 Positioning in Theory: Positioning in Theory: A Matter of Creating Meaning (cont’d) A Matter of Creating Meaning (cont’d) • A Sign A Sign  Is words, visualizations, tactile objects, and Is words, visualizations, tactile objects, and anything else perceivable by the senses anything else perceivable by the senses  Has a constructed meaning to the receiver Has a constructed meaning to the receiver (interpreter) that is both idiosyncratic and (interpreter) that is both idiosyncratic and context dependent context dependent • Marcom’s Positioning Goal Marcom’s Positioning Goal  To have consumers will interpret messages To have consumers will interpret messages exactly as they are intended exactly as they are intended © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–6 The Thumbs-Up Sign Figure 5.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–7 The Meaning of Meaning The Meaning of Meaning • Meanings Meanings  Are the thoughts and feelings evoked within a person Are the thoughts and feelings evoked within a person when presented with a sign in a particular context when presented with a sign in a particular context  Are internal responses people hold for external stimuli Are internal responses people hold for external stimuli • Perceptual Fields Perceptual Fields  Represent the sum total of a person’s experiences Represent the sum total of a person’s experiences that are stored in memory that are stored in memory  Facilitate effective marcom when there is Facilitate effective marcom when there is commonality in both the sender’s and the receiver’s commonality in both the sender’s and the receiver’s fields of experience fields of experience © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–8 Meaning Transfer: Meaning Transfer: From Culture to Object to Consumer From Culture to Object to Consumer • Socialization Socialization  The process through which people learn cultural The process through which people learn cultural values, form beliefs, and become familiar with the values, form beliefs, and become familiar with the physical manifestations, or artifacts, of these values physical manifestations, or artifacts, of these values and beliefs and beliefs • Advertising in a Culturally Constituted World Advertising in a Culturally Constituted World  Advertisements become texts to be interpreted by Advertisements become texts to be interpreted by consumers from within their socio-cultural context consumers from within their socio-cultural context  Marcom attempts to use the meaning of well-known Marcom attempts to use the meaning of well-known symbols to transfer that meaning to their brand symbols to transfer that meaning to their brand © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–9 V8 Advertisements Illustrating Contextual Meaning Figure 5.2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–10 Positioning in Practice: The Nuts and Bolts Positioning in Practice: The Nuts and Bolts • Brand Positioning Brand Positioning  Is essential to a successful Marcom program Is essential to a successful Marcom program • Effective Positioning Statement Effective Positioning Statement  Conveys a consistent message Conveys a consistent message  Defines a brand’s competitive advantage Defines a brand’s competitive advantage  Motivates customers to action Motivates customers to action • Positioning Concept Positioning Concept  “ “ Positioned in” Positioned in” the consumer’s mind the consumer’s mind  “ “ Positioned against” Positioned against” competing brands competing brands [...]... role, or self-image Experiential Needs Positioning promotes brand’s extraordinary sensory value or rich potential for cognitive stimulation © 2010 South-Western, a part of 5 15 Figure 5. 5 Croc Advertisement Illustrating Appeal to Functional Needs © 2010 South-Western, a part of 5 16 Figure 5. 6 Dove Advertisement Illustrating Appeal to Experiential Needs © 2010 South-Western, a part of 5 17 Attribute... Positioning Attribute Positioning Product-Related © 2010 South-Western, a part of Non-Product Related: Usage and User Imagery 5 18 Figure 5. 8 Ralph Lauren Advertisement Illustrating Positioning Based on User Imagery © 2010 South-Western, a part of 5 19 Figure 5. 7 Highlander Advertisement Illustrating Product-Related Attribute Positioning © 2010 South-Western, a part of 5 20 Repositioning a Brand Increase... miscomprehension © 2010 South-Western, a part of 5 25 Figure 5. 10 Humorous Illustration of Selective Perception © 2010 South-Western, a part of 5 26 Miscomprehension Reasons for Miscomprehension Misleading or Unclear Messages Biased Preconceptions © 2010 South-Western, a part of Time Pressures and Noise 5 27 CPM Model Stages (cont’d) Stage 4: Agreeing with Comprehended Information Stages 5 & 6: Retention and... marketing stimuli • Shows how consumers access and retrieve information when in the process of choosing among product alternatives © 2010 South-Western, a part of 5 28 Elements of Memory Sensory Receptors Sensory Stores (SS) The marketer’s job is to provide positively valued information that consumers will store in LTM Short-Term Memory (STM) Long-Term Memory (LTM) © 2010 South-Western, a part of 5 29... consumers interpret idiosyncratically  Emphasize nonverbal content or emotionally provocative words to connect consumers to brands © 2010 South-Western, a part of 5 34 Figure 5. 13 Illustration of an HEM-Oriented Advertisement © 2010 South-Western, a part of 5 35 ... 2010 South-Western, a part of 5 21 Implementing Positioning: Know Thy Consumer • Consumer Processing Model (CPM)  Information and choice are a rational, cognitive, systematic and reasoned process • Hedonic, Experiential Model (HEM)  Consumers’ processing of marcom messages and behavior are driven by emotions in pursuit of fun, fantasies, and feeling © 2010 South-Western, a part of 5 22 Figure 5. 9 Comparison... Linkages  Marcom can build strong, favorable, and unique associations between the brand and its features and benefits © 2010 South-Western, a part of 5 31 Figure 5. 12 Illustration of an Effort to Strengthen a Linkage between a Brand and Its Benefits © 2010 South-Western, a part of 5 32 Search and Retrieval of Information • Learned Information  Impacts consumer choice behavior when it is searched and retrieved... accessed • Dual-Coding Theory  Pictures are represented in memory in both verbal and visual form  Words are less likely to have visual representations © 2010 South-Western, a part of 5 33 The Hedonic, Experiential Model (HEM) • The HEM Perspective  The CPM and HEM models are not mutually exclusive—consumers can be both rational and selfinvolved in their decision-making processes • HEM Communications. .. 5. 4 A Framework for Brand Positioning © 2010 South-Western, a part of 5 13 Benefit Positioning Appealing to Consumer Needs Functional Needs Symbolic Needs © 2010 South-Western, a part of Experiential Needs 5 14 Categories of Consumer Needs Functional Needs Positioning communicates that the brand’s benefits are capable of solving consumers’ consumption-related problems Symbolic Needs Positioning attempts... positively valued information that consumers will store in LTM Short-Term Memory (STM) Long-Term Memory (LTM) © 2010 South-Western, a part of 5 29 Figure 5. 11 Consumer’s Knowledge Structure for the Volkswagen Beetle © 2010 South-Western, a part of 5 30 Types of Learning • Strengthening Memory Concept Linkages  Repeating product claims  Being creative in conveying a product’s features  Presenting . meaning and distinctiveness vis-à-vis competitive brands vis-à-vis competitive brands © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5 4 Positioning in Theory: Positioning. 2010 South-Western, a part of Cengage Learning. All rights reserved. 5 6 The Thumbs-Up Sign Figure 5. 1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5 7 The Meaning. social-cultural background The receiver’s unique social-cultural background and mind-set at the time of exposure to a message and mind-set at the time of exposure to a message © 2010 South-Western,