Kotler • Keller Phillip Kevin Lane

Marketing Management • 14e

Cra$ing  the  Brand  Posi1on  

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Discussion  Ques1ons  

1.  How  can  a  firm  develop  and  establish  an  effec1ve  posi1oning  in  the  market?  

2.  How  do  marketers  iden1fy  and  analyze  compe11on?  

3.  How  are  brands  successfully  differen1ated?  

4.  What  are  the  differences  in  posi1oning  and  branding  with  a  small  business?  

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Marke1ng  Strategy  

T   P  S  Segmenta1on   Targe1ng   Posi1oning  

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The  act  of  designing  a  company’s  offering  and  image  to  occupy  a  dis1nc1ve  place  in  the  minds  of  the  target  market.  

Posi1oning  

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Brand  Posi1oning  

•  Customer  wants  and  needs  

•  Company  capabili1es  

•  Compe11ve  ac1ons  

Quality  

Price  

Brand  A  

B  C  

D  E  

F  

G  

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Value  Proposi1on  

What  the  brand  is  

What  the  brand  

could  be  

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Value  Proposi1on  Examples  

Company  (Product)   Target  Customers   Key  Benefit   Price  

Premium   Value  Proposi;on  

Perdue  (chicken)  

Quality-­‐conscious  consumers   Tenderness   10%   More  tender  golden  chicken  

at  a  moderate  price  

Volvo  (sta1on  wagons)  

Safety-­‐conscious  upscale  families  

Durability  and  safety   20%  

The  safest,  most  durable  wagon  in  which  your  family  can  ride.  

Domino’s  (pizza)  

Convenience-­‐minded  pizza  lovers  

Delivery  speed  and  good  quality  

15%  A  good  hot  pizza,  delivered  promptly  to  your  door,  at  a  moderate  price.  

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Brand  Posi1oning  

Frame  of  Reference  

Points  of  parity  /  difference  

Brand  mantra  

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Compe11ve  Frame  of  Reference  

Iden1fying  Compe1tors  Analyzing  Compe1tors  

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Points  of  Parity  /  Difference  

Points  of  Parity  POP  

Points  of  Difference  POD  

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Choosing  POPs  and  PODs  

Brand  Benefits  

Brand  Adributes  

Reasons  to  believe  

Proof  points  

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Hypothetical Perceptual Map (a) Current Perceptions

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Hypothetical Perceptual Map (b) Possible Repositioning

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Brand  Mantras  

Nike  –  “authen1c  athle1c  performance”    Disney  –  “fun  family  entertainment”  

Brand  Mantra  Criteria:  •  Communicate  •  Simplify  •  Inspire  

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Establishing  Brand  Posi1oning  

Internally  

Points  of  difference  

Communicate   Category  Membership  •  Category  Benefits  •  Compare  to  exemplars  •  Product  descriptor  

Points  of  parity  

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Brand  Posi1oning  Bull’s-­‐eye  

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Differen1a1on  Strategies  

Compe;;ve  Advantage  

Sustainable   Leverageable  

Customer  Advantage  

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Means  of  Differen1a1on    

Employees  

Channels  

Image  

Services  

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Emo1onal  Branding  

Emo1onal  

Ra1onal  

Lovemarks  •  Mystery  •  Sensuality  •  In1macy  

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Emo1onal  Branding  

Share  of  Market  

Share  of  Mind  

Share  of  Heart  

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Emo1onal  Branding  

Market  Share   Mind  Share   Heart  Share  

2011   2012   2013   2011   2012   2013   2011   2012   2013  

Compe1tor    A   50%   47%   44%   60%   58%   54%   45%   42%   30%  

Compe1tor    B   30   34   37   30   31   35   44   47   53  

Compe1tor    C   20   19   19   10   11   11   11   11   8  

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Alterna1ve  Posi1oning  Approaches  

Brand  Narra1ves  /  Storytelling  

Brand  Journalism  

Cultural  Branding  

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Small  Business  Posi1oning  •  Crea1ve,  low-­‐cost  research  •  Focus  on  fewer,  stronger  brands  •  Integrated  brand  elements  •  Create  buzz  •  Build  a  brand  community  •  Secondary  associa1ons  

Crea1vity