Chapter 10 - Crafting the brand position. In this chapter, we will address the following 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?
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Ch r e t p a Crafting the Brand Position Discussion Questions How can a firm develop and establish an effective positioning in the market? How marketers identify and analyze competition? How are brands successfully differentiated? What are the differences in positioning and branding with a Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 24 Marketing Strategy ST P Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 24 d e in f e D Positioning The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 24 Brand Positioning Quality • Customer wants and Brand A needs Price D E G F B • Company capabilities • Competitive actions C Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 24 Value Proposition What the brand is Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall What the brand could be Slide of 24 Value Proposition Examples Compan y Target (Product Customers ) Key Benefit Perdue Quality-conscious (chicken) consumers Tendernes s Volvo (station wagons) Durability and safety Safety-conscious upscale families ConvenienceDomino’s minded pizza (pizza) lovers Delivery speed and good quality Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Price Premiu m Value Proposition 10% More tender golden chicken at a moderate price 20% The safest, most durable wagon in which your family can ride 15% A good hot pizza, delivered promptly to your door, at a moderate price Slide of 24 Brand Positioning Frame of Reference Points of parity / difference Brand mantra Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 24 Competitive Frame of Reference Identifying Competitors Analyzing Competitors Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 24 Points of Parity / Difference Points of Parity POP Points of Difference POD Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 24 Choosing POPs and PODs Brand Benefits Brand Attributes Reasons to believe Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Proof points Slide 12 of 24 e r u g i F 10 Hypothetical Perceptual (a) Current Map Perceptions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 24 e r u g i F 10 Hypothetical Perceptual (b) Possible Map Repositioning Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 24 Brand Mantras Nike – “authentic athletic performance” Disney – “fun family entertainment” Brand Mantra Criteria: • Communicate • Simplify • Inspire Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 24 Establishing Brand Positioning Communicate Internally Category Membership • Category Benefits • Compare to exemplars • Product descriptor Points of difference Points of parity Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 24 Brand Positioning Bull’s-eye Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 24 Differentiation Strategies Competitive Advantage Sustainable Leverageable Customer Advantage Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 18 of 24 Means of Differentiation Employees Channels Image Services Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 24 Emotional Branding Lovemark • Mystery s ã Sensuality ã Intimacy Emotional Rational Copyright â 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 24 Emotional Branding Share of Market Share of Mind Share of Heart Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 24 Emotional Branding Market Share Mind Share 201 201 201 201 201 201 201 201 201 Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 30% Competitor B 30 34 37 30 31 35 44 47 53 Competitor C 20 19 19 10 11 11 11 11 Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Heart Share Slide 22 of 24 Alternative Positioning Approaches Brand Narratives / Storytelling Brand Journalism Cultural Branding Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 23 of 24 Small Business Positioning • Creative, low-cost research • Focus on fewer, stronger brands • Integrated brand elements • Create buzz • Build a brand community • Secondary associations Creativity Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 24 of 24 ... Target (Product Customers ) Key Benefit Perdue Quality-conscious (chicken) consumers Tendernes s Volvo (station wagons) Durability and safety Safety-conscious upscale families ConvenienceDomino’s minded... 12 of 24 e r u g i F 10 Hypothetical Perceptual (a) Current Map Perceptions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 24 e r u g i F 10 Hypothetical Perceptual... Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Price Premiu m Value Proposition 10% More tender golden chicken at a moderate price 20% The safest, most durable wagon in which your