Differentiation and Brand Positioning

With Duane Weaver

Brand Positioning Differentiation Marketer’s Brand Positioning Levers Brand Positioning Process

Images source: http://www.brandsoftheworld.com (January 29, 2012)

Outline

Place Brand occupies in customers’ minds as it relates to their needs and available competitors’ offerings and…

Marketers’ decision making intended to create this position

Brand Positioning

PHYSICAL POSITIONINGe.g.: Ex. 7.2limitation – physical alone does not give clear insight into “customers’ minds” positioning.

PERPETUAL POSITIONINGrelates to “benefits provided”

Differentiation

Get into your teams and discuss examples of brands that you see competitively positioned. Provide a Brand example for each of the following levers that describes how they have established differentiation using that lever.1. Simple physical2. Complex physical3. Essentially abstract4. Price

Marketers’ Brand Positioning Levers

1. Identify relevant set of competitive products

2. Identify determinant attributes Features Benefits Parentage Manufacturing process Ingredients

3. Collect Data -- CUSTOMER PERCEPTIONSAnalyze Current Brand PositionsPositioning grid, Value Curve, Marketing Opportunities, Constraints

4. Customers’ Most Preferred Combination of Attributes

5. Consider Fit of Positions with Customer Needs and Segment Attractiveness

6. Positioning Statement or Value Proposition to Guide Marketing Strategy

Preparing Marketing Strategy FoundationBrand Positioning Process

• Endorsements• Comparison• Proenvironment• Price/quality (and any more trade-offs?)

Team Time – work on pitches

◦ FOCUS and PURPOSE

◦ CONTENT PRAGMATIC/SUCCINCT/PROFESSIONAL

◦ PRESENCE

◦ PRACTICE

◦ PLAN B and C

THANK YOU FOR YOUR TIME