Positioning and Values

7/21/2019 Positioning and Values

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POSITIONING AND

VALUES Ch3And beyond


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Where we have been

We understand Brand equity and the psychology behind it A function of awareness, strength, favorability,

and uniqueness of the nodes and links inmemory

BE is created in a progressive fashion Establish proper Brand dentity Create Brand meaning Elicit positive Brand responses !orge strong Brand relationship


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Orange Brand Essence


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"

Brand Strategy Process

Target Ins!ght

Brand E"ec#t!on

BrandE$e%ents

&o%'et!t!veAssess%ent

BrandInventory

E(#!tyPyra%!d

Pos!t!on!ng

Ob)ect!ves *etr!cs

Persona$!ty

&o%%#n!cat!onsStrategy

Brand E"'er!ence *a'

Brand Strategy

Brand A#d!t

&+* &o%%#n!ty

B#!$d!ng

Po!nts o, Par!ty and D!-erence

#he process of creating a brand strategy begins with a brand auditand ends with a plan for e$ecuting the brand across all touch points%t can be generally thought of as having three stages%%


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&

Brand Strategy


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Gett!ng !t +!ght

'uco(ade established )*+-s ./ospital- recovery drink )*0-s .'uco(ade replaces

lost energy 1 link to sports )*0-s 1 )**-s 1 sports marketing and endorsement

)*** 1 'ara Croft 2roduct range evolved

.energy replacement-


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L#co.ade Strategy

Brand mage

1 #raditional and tired B# a product truth Brand dentity

1 A sports performance drink Brand 2osition

1 !astt and atthllettiic 4arketing 5trategy 1 #arget a growth market 1 se sports and sports communication


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What L#co.ade d!d r!ght/

6iscovered a product .truth- denti7ed a growth market 1 sports drinks denti7ed a new target audience

ntegrated strategy 1 marketing and product E8ective use of marketing disciplines 1 advertising, promotions, pr, in9store,

packaging Assumed leadership 1 research 5trong e$ecutional vehicles nvested heavily


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According to :otler, Brand positioning is the actof designing the company-s o8er and image sothat it occupies a distinct and valued place in

the target customer-s mind%

A good brand 'os!t!on!ng he$'s g#!de a%ar0et!ng strategy by c$ar!,y!ng 1

)% what a brand is all about,+% how unique and how similar it is to competitive

brands,3% why consumers should purchase and use the

brand

Brand 2ositioning


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Pro'er Pos!t!on!ng

2roper positioning Clari7es what the Brand is all about

/ow it is both unique and similar to

competitive brands Why customers should purchase and use the

Brand


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)"

Brand Pos!t!on!ng

De2ne co%'et!t!ve ,ra%e o,re,erence#arget market ;ature of competition

De2ne des!red brand 0now$edgestr#ct#res 2oints9of9parity

necessary

competitive 2oints9of9di8erence

strong, favorable, and unique brand associations


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E"a%'$e1 Pe's! One

4illions in arti7cial sweetener? 3@, hours to design

the can ) 4illion 4arketing

budget riginal #arget 4arket

+93 yo 4ales who didnot like taste of diet

colas


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Pe's! One Brand &onveyors1 Thenand now

!ull avored, healthyalternative to regularcola

nly one has it allD #rue cola taste, one

calorieD #astes like regular

colaD Celeb #om Freen

Breakthru5weetenerD

#oo good to be one

calorie, but it isD

Celeb :im :atrell Better for +93 yosG


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In order to Pos!t!on aBrand3 Hyou must decide

Who the #arget Consumer is

Who your main competitors are

/ow the Brand is similar to your competitors /ow the Brand is di8erent from your

competitors

Where do you get this informationGIour B


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)0

Brand A#d!t


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)*

Pos!t!on!ng B#!$d!ng B$oc0s

SUPPO+T

TA+G

ET

4+

A*EO4

+E

4E+EN&E

BENE4IT

Category de7nition ;eed state or problem

2roduct quality or value 4ost


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)9+

Wr!t!ng a Pos!t!on!ng State%ent


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++

Brand Pos!t!on!ng

#he '#r'oseof brand positioning is to e$plain how the brand will create a sustainablecompetitive advantage in the minds of prospects = customers!n orderto win loyal customersand ensure revenue and pro7ts%

!or >#arget?, >BrandLCompany? is the onlyLbest >consumerframe of reference? that >statement of key bene7t or guidingvalue?, becauseLby >reason to believe, key credibility point?%

valuation Criteria Brand !it, Customer


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+3

Pos!t!on!ng E"a%'$es

!or women concerned about perspiration wetness,5ecret is the one brand of antiperspirant that isstrong enough for a man but gentle enough for awoman%

!or adults concerned about oral hygiene, 'isterine isthe one brand of mouthwash that not only stopsbad breath but also helps prevent gum disease%

!or adult cold su8ers, ;yquil is the one brand of coldremedy that e8ectively prevents cold symptoms atnight so one can sleep%


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Brand 2ositioning 5tatement

!or )+9)* year olds, whoembrace e$citement, adventureand outrageous fun, 4ountain

6ew e$hilarates like no other,because it-s more energi(ing and

thirst9quenching with itsone9of9a9kind great taste and

irreverent attitude


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P+ODU&T BENE4ITP+ODU&T BENE4IT

2illars of E$hilaration

! ! ! ,


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Ste' 56 Pos!t!on!ng ,or&o%'et!t!ve Advantage

strateg!es

Ste' 56 Pos!t!on!ng ,or&o%'et!t!ve Advantage

strateg!es

Againsta

CompetitorAgainsta

Competitor

Usage

OccasionsUsage

Occasions

Awayfrom

Competitors

Awayfrom

Competitors

Product

AttributesProduct

Attributes

Product

ClassProduct

Class

Benefits

Offered

Benefits

Offered

UserClass UserClass

BB

AA

EE

DD

CCH

HGG

FF


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Deve$o'!ng a 'os!t!on!ng

What are the points of di8erentiationG

Food points of di8erentiation should have thefollowing characteristics mportant 6istinctive 5uperior Communicable 2reemptive

A8ordable 2ro7table

2roduct needs a 52 > nique 5elling 2roposition ?

St t &h ! d


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Ste's to &hoos!ng andI%'$e%ent!ng

a Pos!t!on!ng Strategy

Ste's to &hoos!ng andI%'$e%ent!ng

a Pos!t!on!ng Strategy 5tep )% dentifying 2ossible CompetitiveAdvantages Competitive 6i8erentiation%

5tep +% 5electing the 52?%

5tep 3% Communicating and 6eliveringthe Chosen 2osition


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Target *ar0etSeg%entat!on A market segment should have similar

knowledge structures and brandknowledge 5imilar knowledge structures might mean

similar perceptions and beliefs about yourBrand

#here are + ways to segment 6escriptive characteristics of the individuals

in the market Behavioral grouped by how individuals in the

market perceive or use the product


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Tooth'aste Seg%entat!on

!our main segments 5ensory segment

!lavor and productappearance

5ociables Brightness of teeth

Worriers 6ecay 2revention

ndependent 'ow 2rice 3 stripes, one foreach of the 3

main segments

!lavor, Brightness

6ecay 2revention


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Target *ar0etSeg%entat!on

Which works betterG Behavioral Easier to match perceptions >rightLwrong?

or beliefs >rightLwrong? with strategy>reinforceLchange?%

4any times, behavior and descriptive gohand in hand

6emographics may be basis oftargeting, but tend to represent some

underlying behavioral reason n some cases, demographics may mask

underlying di8erences


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Advantages o, de%ogra'h!cseg%entat!on

6emographic segmentation is wellknown, easier to buy media on that basis

/owever, with the emergence of non9

traditional media, this advantage isgetting smaller Web ads can target by demographics

traditionally diPcult to access

AA, Asian Americans, College students


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&r!ter!a ,or a Seg%ent

denti7ability Can the segment be easily identi7edG

5i(e t is big enough to botherG

Accessibility Are distribution outlets and media available to us to

reach the segmentG this one is tough toquantify?


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Seg%entat!on E"a%'$e

4obil-s & types of gasoline buyers 2rice 6rivers

;ot brand loyal, driven by price, has been focus foryears

2remium gas?

#rue Blues Brand loyal, 4id income, pay with cash

Feneration !3 !uel, food, fast half under +& yo, in and out quickly

/omebodies

5occer moms using whatever is on their route


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The &o%'et!t!on

4arket 5egments de7ne competitors#hey are targeting the same segments

6on-t be too narrow in your de7nition of

competitors Consider 5prite

2roduct #ype >non9cola soft drinks?

2roduct Category >all soft drinks?

2roduct Class >all beverages?


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Bas0!n7+obb!ns &o%'et!t!veana$ys!s

riginal #agline 3) !lavors

) 4O facelift inlate )**s

E$panded from cecream !ro(en co8ee drinks !ruit 5moothies

2erceivedcompetitors

5tarbucks Qamba Quice #CBI >and still 6airy

Rueen?


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3@

Iss#es !n I%'$e%ent!ngBrand Pos!t!on!ng

Establishing Category 4embership dentifying = Choosing 22-s = 26-s Communicating = Establishing 22-s =

26-s 5ustaining = Evolving 26-s = 22-s


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30

Estab$!sh!ng &ategory

*e%bersh!'


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Consumers needs to know what theproduct is and what functions it servesprior to assessing whether it dominatesthe brands against which it competes


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#here are three main ways to convey abrands- category membership

86 &o%%#n!cat!ng category bene2ts1. #o reassure that brand will deliver on the fundamental

reasons for using a category. #hese bene7ts are presented in a manner that does

not imply brand superiority but merely notes thatbrand possesses the properties as means to establishcategory 22s

96 E"e%'$ars1. Well known, noteworthy brands in a category can be

used to specify a brands- category membership

56 The 'rod#ct descr!'torthat follows the brandname is often very compact means of conveyingcategory origin


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Part 51 POP and POD

26 >2oint of 6i8erence? 5trong, favorable, unique brand associations

4ay be any kind of attribute or bene7t

#wo types of 26s Attribute Based

!unctional, performance related di8erences

mage Based

A8ective, e$periential, brand image relateddi8erences


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Part 51 POP and POD

22 >2oint of 2arity? Associations that are shared with other brands

#wo types

Category attributes that are required toinclude your product as a member of thatcategory

Competitive 22 that negate yourcompetitors 26s

22s can be good enoughD, but 26sshould be superior


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S!%!$ar conce'ts

nique 5elling 2roposition >52N 5CA? #he advantage of delivering superior value in the

marketplace for a prolonged period of time !urther, 5CAs can result from any component of

the 7rm. 5imilar to notion that 2rinciple e$ists in every part of the

7rm


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44

POP AND POD1 B*W over the

years

1971

1975

1985

1991

International

Fun to drive

Economical

Afuence,exclusivity

Fun to drive

Afuence,exclusivity

Fun to drive


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*anager!a$ Iss#es

/ow do begin to position my BrandG Communicate category membership#his is the frame of referenceD, where

customers can activate what they know about

the category and apply it to your 22s and26s

/owG Communicate category bene7ts

Compare your product to e$emplars


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Snea0y 'sycho$ogy s!debar 7E"e%'$ars

4emory is modeled in a hierarchical was aswell E$emplars can be real or amalgamated

>prototypes?

Fenerated from e$periences and e$posures fromthe environment

E$emplar e$ample >heh? 6


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Ways to convey category %e%bersh!':cont;1 &o%'ar!son to E"e%'$ars

#hus, two strategies Created e$emplar >not a real product?

coke when talking about cola9based carbonated beverages?

;#E :eller de7nes e$emplars as Well known, noteworthy brands in a category

2epsi ne e$ample >after repositioning?


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N#ts and Bo$ts

/ow do decide on my 26s and 22sG 22s

Analysis of category What attributes do all of my competitors haveG probably

need to have those, or my competitors automatically havea 26

22s get you included in category

26s are more diPcult 6on-t use 26s that are product centric >dominate

competition? but customer centric >uniquely addressneed of customer?


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*anager!a$ !ss#es

Criteria for 26 6esirability

4ust be


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Estab$!sh POP and POD !n%ar0et'$ace

6iPculty 4any attributes that make up22 and 26s are negatively opposed 'ow price vs% /igh quality

#astes Freat vs% 'ess 7lling 5eparate the attributes 'everage equity in another entity


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ndicates the products or set of productswith which the brand competes

Consumers needs to know what theproduct is and what functions it servesprior to assessing whether it dominatesthe brands against which it competes

!or new products, separate marketingprograms are generally needed to informthe consumers of membership and to

educate them about a brands- point ofdi8erence


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#here are three main ways to convey abrands- category membership

86 &o%%#n!cat!ng category bene2ts1. #o reassure that brand will deliver on the fundamental

reasons for using a category. #hese bene7ts are presented in a manner that does

not imply brand superiority but merely notes thatbrand possesses the properties as means to establishcategory 22s

96 E"e%'$ars1. Well known, noteworthy brands in a category can be

used to specify a brands- category membership

56 The 'rod#ct descr!'torthat follows the brandname is often very compact means of conveyingcategory origin


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9 &hoos!ng Po!nts o, Par!ty andPo!nts o, D!-erence


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2oints of parity are driven by the needs ofcategory membership > Category 22s?

and the necessity of negatingcompetitors- 26s > to create competitive22s?

In choos!ng Po!nts o, D!-erence< two%ost !%'ortant cons!derat!on are1

)% Consumer 7nd 26s desirable

+% Consumers believe that that 7rm hascapabilities of delivering it

D ! b!$!t & !t !


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Des!rab!$!ty &r!ter!a86 +e$evance1. #arget customer must 7nd 26

personally relevant and important%

. D!st!nct!veness1. #arget Consumers must 7nd the 26

distinctive and superior

. When entering into in a category inwhich there are established brands,

the challenge is to 7nd a viable basisfor di8erentiation


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Des!rab!$!ty &r!ter!a56 Be$!evab!$!ty1

. A brand must o8er a compelling reasonfor choosing it over other brands thatmight be considered

. #he simplest method is to point aunique attribute of the product

.

When the point of di8erence is abstractor image based, support of claim mustreside in more general associations tothe company developed overtime


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De$!verab!$!ty &r!ter!a

86 4eas!b!$!ty1. #he performance potential in terms of the

actual or potential ability of the productperform at the level stated

. t must be feasible for the 7rm in terms ofa8ordability, resources necessary, timehori(on, to actually create the 26

. #he product and marketing must be designedin a way to support the desired association

De$!verab!$!ty &r!ter!a


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De$!verab!$!ty &r!ter!a96 &o%%#n!cab!$!ty1. Current or future prospects of communicating

information to create or strengthen the desiredassociations

. !actual, veri7able evidence or proof points tosupport so that consumers will actually believe

in brands- desired associations

56 S#sta!nab!$!ty o, act#a$ co%%#n!cated'er,or%ance over t!%e

.

5ustainability depends on internal commitmentand use of resources as well as e$ternal marketconditions

& ! t! E t b$! h!


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&o%%#n!cat!ng Estab$!sh!ngPOP=s POD=s

&reate POP=s and POD=s !n the ,ace o,attr!b#te bene2t trade7o-s 2rice = quality

Convenience = quality#aste = low calories

EPcacy = mildness

2ower = safety

biquity = prestige Comprehensiveness >variety? = simplicity

5trength = re7nement


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U'dat!ng Pos!t!on!ng over T!%e

With established products competitiveforces often dictates shifts in positioningover time

pdating 2ositioning involves two mainissues

)% /ow to deepen the meaning of the brandto tap into core brand values or other,

more abstract considerations> 'addering?

+% /ow to respond to competitive

challenges that threatens an e$isting

Ladder!ng


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#o deepen the meanings associated

with the brand positioning by e$ploringunderlying consumer motivations in aproduct category to uncover therelevant associations

According to 4aslow, higher orderneeds become relevant once lower levelneeds are satis7ed

4eans9end9chainshave been devisedas a way of understanding higher9levelmeanings of brand characteristics%

#akes the following structure


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Attr!b#tes> descriptive features thatcharacteri(es a product?

Bene2ts

> the personal value andmeaning attached toproduct attributes?

Va$#es

> stable and enduringpersonal goals ormotivations?

Ladder!ng


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'addering involves the progression fromattributes to bene7ts to more abstract values or

motivations

nvolves repeatedly asking what the implicationof an attribute or bene7t is for the consumer

!ailure to move up the ladder may reduce thestrategic alternatives available to the brand

E$amples Jolvo and 4ichelin > safety and peaceof mind?, ntel > performance and compatibility?,

6isney > fun, magic, family entertainment?, ;ike> innovate products and peak athleticperformance?, B4W> styling and drivingperformance?


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W>AT SEPA+ATES T>EBEST B+ANDS

4+O* T>E +EST/


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Full Triangle story, that a brand has totell ?

Great Brands *a0e&onnect!ons1

Great Brands *a0e&onnect!ons1

2roduct Bene7t>Why like thebrandG?

Brand mage

>Why trust thebrandG?

nderlying/uman #ruth

>Why valuethe brandG?


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mpulse >body spray?

Product Beneft5urrounds you with an energy 7eld

Brand Image

Jitality,

5pontaneity

Underlying HumanTruth

5elf9con7dence comes

through the courage tobe yourself


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N!do

Product Beneft/ealthy energy for your growth

Brand ImageE$pert,

Consistent,Warm,4otherly

UnderlyingHuman TruthTodays lie

demands morerom my child and

hence rom the

ood I give him


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Tang

Product BeneftFreat taste M goodness

Brand Image4erry,

Jibrant,2layful,

5upportive

UnderlyingHuman Truth

4other alwaysknows


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&ere$ac

Product Beneft/ealthy growth through the perfect

balance of necessary nutrients

Brand ImageE$pert,Caring,/onest,

UnderlyingHuman Truth4other knows

best


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A$$!ed Ban0

Product BeneftBanking in my language

Brand Image/umble,

Approachable,2ersonal


#he things thatmatter most arethe things youcan-t count

Ponds :age7de,y!ng; 7


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Ponds :age7de,y!ng; 7As!a

Product Beneft#he chance to delay what can-t defy

Brand Image2ond-s listensto my needs,understands

myskin, and

knows


4y face is a mirrorto my soul


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4arEast Tone :te$eco%s;7 Ta!wan

Product Beneft5ervice which e$ceeds e$pectations

Brand Imagennovative,

!ar9reaching,Conscientious,Empowering


#o be in touch isto be in control


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&$ass!c E"a%'$es1 N!0e&$ass!c E"a%'$es1 N!0e

2roduct Bene7t>ptimum 2erformance?

Brand mage

>Empowerment?

nderlying/uman #ruth

>#he endalways Susti7esthe mean?

&$ ! E $&$ass!c E"a%'$es1


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&$ass!c E"a%'$es1*ar$boro

&$ass!c E"a%'$es1*ar$boro

2roduct Bene7t>5tronger tasting cigarette?

Brand mage

>4asculine,uncompromising?

nderlying

/uman #ruth

>4an was bornfree, and realmen stay thatway?

Wh h i


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Where the connection

6esigned to help us forge compellingBrand 2rints >nique 6;A? byunderstanding the three elements that

form the building blocks of a brand A .Connection #riangle- can only e$ist

when the three elements are mutuallyreinforcing, competitive for the brand,

and clearly motivating to the targetaudience

& ! ! h h


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&onnect!ng w!th thecons#%er1

Fetting to the heart of the matter% #ouching a string of the heart%


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U>T $!ves dee' !ns!de o#r

cons#%ers

*hen Brainstorming Underlying


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Thin !bout "ole#"elated $onte%t

Ty&e ' Person #(g) !ather

4other 2arent Child #eenager !amily elder 5tudent /ousewife 4anager Worker

Ty&e ' $onsumer #(g) 5hareholder /omeowner Wet market shopper Charity worker Car driver 2C owner 5portsman Wine drinker Artist Business traveler

Human Truths )))

#hree #ypes f #rigger


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#hree #ypes f #rigger

When digging for nderlying /uman#ruths, think about the conte$t withwhich people meet the brand 2hysiological

2sychological 5ocietal

Each area contains many opportunitiesfor uncovering a great nderlying

/uman #ruth

) 2h i l i l ; d


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)% 2hysiological ;eeds

!ood /ealth 5helter

5urvival 5trength /ygiene Comfort

Wealth 2ossessions Appearance

ndulgence 2leasure 5elf restraint 2ain

+ 2sychological ;eeds


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+% 2sychological ;eeds 5uccess 5elf9esteem 'uck Authority 5tatus ;ovelty 4eaningfulness Curiosity /ope


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3% 5ocietal Jalues /onesty 2atriotism Equality !reedom !ear 5elf reliance #rust


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It=s a$$ abo#t d!gg!ng dee'er anddee'er6666

It s a$$ abo#t d!gg!ng dee'er anddee'er6666

bservations n


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bservations n.bservations-

Be involving /ave depth Be true to

human nature Be widelyshared

Connect productbene7ts withemotional needs

dentify with a.moment of truth-

Be di8erentiating 2oint to a product

solution pen up creative

avenues, notrestrict them

E"erc!se :8 ?@


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E"erc!se :87 ?@%!n#tes;1 Create a Connection #riangle for one of your

e$isting brands%

6oes it connectG

6oes it enrich your understanding of thebrand9consumer relationshipG

Can someone who does not know thebrand, get a clear understanding of thebrandG


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The brandsca'e

Brands !n the %!nd o, the a#d!ence1


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T +U 9 5B49 2enn

5tate "L+)L)& 0@

a ds e d o e a#d e ceThe BrandSca'e3

)% Brand!ootprint +% 2ositioning 3% Capsule

Core values2ersonalityEssence

"% Brand ElementsD #rigger theBrand5cape


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)% Brand

!ootprint

6eep in subconscious 1 alwaysworking, powerfully emotional

1 often works without customerknowing it

Brand !ootprint 99 3

parts 1a% Core values

b% 2ersonality

c% Brand Essence, or4antraD


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+% 2ositioning

5ubconscious 1 closer to the surface, comes into play attime of purchase, more rational and product speci7c thanBrand !ootprint% /ow this brand


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3% CapsuleAt the front of the mind 1 ready to beaccessed at time of purchase 1 t-s good tohelp consumer develop a capsule,knowing that this will help the customeraccess the Brand !ootprint and2ositioningH

C J l #h ) +


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Brand!ootprint

a% Core Jalues #hree )9+word descriptions of the

brands inner, driving priorities

b% 2ersonality #hree )9+ wordtraits that would describe thebrand if it were a person

c% Brand EssenceLD4antraD

#he central point of theBrand-s relationship with theconsumer

6eepest 'evelD

;o brand develops a well9de7ned footprint in every segment

& V $


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T +U 9 5B49 2enn 5tate" +) )&

*+

a6 &ore Va$#es3

Three 879 word descr!'t!ons o, thebrands !nner< dr!v!ng 'r!or!t!es1

. T!ed to the h!storyCc#%#$at!vebrand e"'er!ence

. Dr!ves what brand stands ,orand what !t doesn=t the brands

rea$ 'ro%!se

. The ,o#ndat!on 'r!nc!'$es beh!ndthe brand

b6 Brand


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T +U 9 5B49 2enn 5tate" +) )&

*3

Persona$!ty3

Three 879 word tra!ts that wo#$ddescr!be the brand !, !t were a'erson

. Gender

. Phys!ca$Cd!st!ng#!sh!ng attr!b#tes

. &o%%#n!cat!ons Sty$e

. Anyth!ng descr!b!ng'ersona$!ty

.

&an be b$ah or very we$$

c Brand EssenceC*antra


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T +U 9 5B49 2enn 5tate" +) )&

*"

c6 Brand EssenceC*antra3

The centra$ 'o!nt o, the Brand=sre$at!onsh!' w!th the cons#%er

. >ow does the c#sto%er engage

w!th or ,ee$ abo#t the brand. De'th o, re$at!onsh!'

. Leve$ o, Bond

.

>ow does c#sto%er ,ee$ whenenco#nter!ng the brand/

Brand *antras


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T +U 9 5B49 2enn

5tate "L+)L)& *&

:e$$er;

A brand %antra !s an art!c#$at!on o, theheart and so#$ o, the brand6 Brand %antras are short three to 2ve word

'hrases that ca't#re the !rre,#tab$e essence

or s'!r!t o, the brand 'os!t!on!ng and brandva$#es.

i!e A#thent!c Ath$et!c Per,or%ance

Disney 4#n 4a%!$y Enterta!n%ent


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)% Brand

!ootprint

6eep in subconscious 1 alwaysworking, powerfully emotional

1 often works without customerknowing it

Brand !ootprint 99 3

parts 1a% Core values

b% 2ersonality

c% Brand Essence, or4antraD

l


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Core Jalues

2ersonality

Essence


98/215

C J l


99/215

Core Jalues

2ersonality

Essence

Brands !n the %!nd o, the a#d!ence


100/215

T +U 9 5B49 2enn

5tate "L+)L)& )

Brands !n the %!nd o, the a#d!ence

)% Brand

!ootprint

+% 2ositioning 3% Capsule


101/215

+% 2ositioning

Brand Pos!t!on!ng :+!es and


102/215

T +U 9 5B49 2enn

5tate "L+)L)& )+

Tro#t;

2lacing a brand in a competitive frame ofreference

And %% 5electing a >unique and relevant?

bene7t it intends to own relative tocompetition n the mind of a well understood

customer%%%

Brand Pos!t!on!ng


103/215

T +U 9 5B49 2enn

5tate "L+)L)& )3

Brand Pos!t!on!ng

De2ne co%'et!t!ve ,ra%e o, re,erence#arget market ;ature of competition

De2ne des!red brand 0now$edge

str#ct#res 2oints9of9parity necessary competitive

2oints9of9di8erence strong, favorable, and unique brand associations

Brands !n the %!nd o, the


104/215

T +U 9 5B49 2enn

5tate "L+)L)& )"

a#d!ence :+ ;3

)% Brand

!ootprint

+% 2ositioning 3% Capsule

The Brand &a's#$e


105/215

T +U 9 5B49 2enn

5tate "L+)L)& )&

The Brand &a's#$e3

Customer develops a quick referenceDfor a well established brand, becausethey cannot give us enough share of theirconscious mind to store the !ootprint and2osition thereH

ButH#hey come into play when facedwith buying choicesH


106/215

3% Capsule

5imple 2hrase

ne dea


107/215

T +U 9 5B49 2enn

5tate "L+)L)& )@

E"a%'$es3

#he cowboy cigarette riginal, authentic blue Seans We bring good things to lifeD


108/215

2osition

#he cheaper, /igh9tech alternativeH

Capsule

Freat Color, 'ow 2riceD

BrandSca'e1 ey Integrat!ng Too$


109/215

)% Brand!ootprint +% 2ositioning 3% Capsule

Core Jaluesnner, 6riving

2riorities2ersonalityBrand as person

Essence


110/215

E"a%'$es


111/215

B+AND EF/ow nilever Creates brands


112/215

+easonstoBe$!eve

D!scr!%!nator

Ins!ght

Target&o%'et!t!veEnv!ron%ent

Essence

Bene2t

Va$#es Persona$!ty

+oot Strength


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+A4>AN B+AND EF9@@

E$ample

+oot Strength


114/215

+oot Strength

Consistent taste JarietyLnovelty Qingle .Io-

Core9Custard and Selly

&o%'et!t!ve


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Env!ron%ent

All foods enSoyedas treats and seenas fun andenSoyable to eat 6esserts

/omemade, 4#E and


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Target

ndividuals whose lives are gettingincreasingly stressful% #hey look formoments to celebrate and they recogni(ethe power of meethaD in bringing people

together%

B#$$s7eye


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B#$$s eye

#wenty9eight yr old modern mother /as young children >aged "9) yrs? Want to give her children healthy and

nutritious food

One Wo%an severa$ ro$es H


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One Wo%an severa$ ro$es H

(nter her *orld

One woman,

Several Roles !


119/215

"#$E %A&' %(E (F$E) FA*I+-

6ay in the life ofH

Ear$y b!rd


120/215

Ear$y b!rd


121/215

A N#tr!t!on!st

Jitamin A toV, and all thenutrients are

to be part ofmy family-sdiet K

The >o%e7%anagerA home manager


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The >o%e %anager

Their lips dont go brownand their teeth dont rot.

She makes sure thather kids have smooth

complexion who will

not get lumps and spots

or!in/ oman-0 A o etter


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/

She is the ambitious working woman

who puts her heart and soul in her work

Gro#nded by her Va$#esHer Values


124/215

Gro#nded by her Va$#es

She adapts to the latest

trends to keep up with

the pace of the world

but does not forget her

roots

e is the right blend of a modern

t cultured 2akistani woman

She wr!tes her own rec!'e o,content%ent


125/215

content%ent

Sets her own 'r!or!t!es


126/215

'

Family

Work

Friends


127/215

Takes control of her life with courage and creativit. sshe continue to care for her loved ones, she is finding

was to in"ect her own needs and desiresinto the

e#uation

I, she were a ce$ebr!ty 36


128/215

y

!or more than a decade


129/215

g

'ife is increasingly getting stressful, lookforward to the moments when can 7ndan e$cuse to celebrate% +bigsmall-e%istingne. / celebration lins to

meetha0

Bene2ts


130/215

niquely delicious and wholesome and

inspires celebration

Va$#es Persona$!ty


131/215

y Contemporary, E$pert, #rustworthy, 'oving

Caring

+easons to Be$!eve


132/215

. 6essert E$pert?

.


133/215

nly


134/215

ESSEN&E

Let=s &e$ebrateH


135/215

8;+oot StrengthConsistent tasteJarietyLnovelty


136/215

?; Ins!ght'ife is increasingly getting stressful, look forward to the moments when can 7nd an e$cuse to celebrate%+bigsmall- e%istingne. / celebrationlins to meetha0

5;Targetndividuals whose lives aregetting increasingly stressful%

#hey look for moments tocelebrate and they recogni(ethe power of meethaD inbringing people together%

9;&o%'et!t!ve Env!ron%entAll foods enSoyed as treats

6esserts9/omemade, 4#E and


137/215

Something

Bigger

Emotional Benefit

Functional Benefit

Defining Product Attributes

Positioning Bacground

!uestions emerged about "A#$S Brand Positioning %&Simple Pleasures'()))


138/215

! g g % p (

Simple

Pleasure

that

connects

us all

*rresistibility

+reat ,aste

"ight- Crispy- .igh !uality

P/E0*OUS B/A1D POS*,*O1*1+ !UES,*O1S

PE/SO1A"*,#2 3A/4- SOC*AB"E- DO31 ,O EA/,.- FU1

,A/+E,2 A"" FA4*"#-C/EA,*0E567 #/) O"D 4O4$S 38#OU1+ 9*DS

*s Simple Pleasures compelling enough:

*s "A#$S *rresistible:

*s *rresistibilitydifferentiated:

Does the ad;ertising mae me hungry:

*s the product appeti


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*rresistibility is at the core of brand "A#$S positioning

,as2 .ow to mae "A#$S irresistibility more compelling-

rele;ant- and differentiated)

.igher Order Benefit

Product Attribute

,he ,as

+oal2 4ae "A#$S irresistibility more compelling- rele;ant- and differentiated


140/215

.igher Order

&Something'

Bigger'

Brand$s Core = *rresistibility

Product Attributes8Support

:

:

:

STEP 81 Ana$y.!ng The


141/215

Prod#ct Lays Brand essence 7 Irres!st!b$e

cha$$enge Pro'os!t!on7 no one can eat )#st one

have been Lays co%%#n!cat!on s!nce the 8J5=s

reMects th!s< !ntrod#c!ng the s$oganBetcha can=t eat )#st One 6

Advert!s!ng has ,oc#sed on #sage o,ce$ebr!ty a''ea$s6

Lay=s Brand Arch!tect#re


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/appy 5urrender

#hin, 'ight, Crispy, /igh Ruality

#ake 4e ver #aste

6o WhatIou 'ove

'AI-5


143/215

LAF=S Brand Essence !s rooted !n a,#nda%enta$ 'rod#ct tr#th666

he Irres!st!b!$!ty &ha$$enge


144/215

Lay=s Irres!st!b!$!ty starts w!th h!ghest(#a$!tywhen you see "A#$S chips- you want to ha;e them

Findings 5 "A#$S Brand ,ruth

3hen you eat one the taste taes you o;er


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3hen you eat one- the taste taes you o;er)))

*mmediate Cra;ing

&First "oo'

Eat

+ot ,o

.a;e ,hem

,ae5o;er' ,aste


#ou want more "A#$S chips


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#ou want more "A# S chips)))

*mmediate Cra;ing

&First "oo'

Eat

3ant 4ore

+ot ,o

.a;e ,hem

&,ae5o;er' ,aste

,ension8Challenge


> you happily surrender to them


148/215

*mmediate Cra;ing

&First "oo'

&.appySurrender'

Eat

3ant 4ore

Can$t

Stop

+ot ,o

.a;e ,hem

&,ae5o;er' ,aste

,ension8Challenge

9eep +oing

%Can$t ?ust eat one(

> you happily surrender to them

Lays Pos!t!on!ng


149/215

LAYS potato chips

are so irresistible;

no one can eat justone

Brand D!scr!%!nator


150/215

#he lightest , freshest,crispiest, most naturaltasting chip made ofh!ghest (#a$!ty 'otatoes6

LAFS Brand World


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Brand Tr#th'ays Chips arenaturally rresistible

Brand Essence

rresistible Challenge

Brand A%b!t!on

#he 'ays E$perience/appy surrender

Brand Pro%!se;o ne Can Eat Qust ne> taste, quality,freshness?

Findings 5 ,he .eart Of "A#$S

,he "A#$S *rresistibility Challenge is "A#$S essence


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,he "A# S *rresistibility Challenge is "A# S essence

* Varies by Market

Happy Surrender

Thin, Light, Crispy, High Quality *

Take Me Over Taste

L!"S

#$$%S#ST#L#T!

CHLL%'(%

"A#$S potato chips are soirresistible- no one can eat

?ust one

"A#$S potato chips are soirresistible- no one can eat

?ust one

,he .eart Of "A#$S,he *rresistibility Challenge 5 A Perspecti;e)))

A sharper more precise definition of "A#$S


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A sharper- more precise definition of "A# S

irresistibility

&,ae me o;er taste' ;s) great taste

&.appy surrender' ;s) feel good

Based on a uni;ersal product truth 5 no one can eat

?ust one

A deep trademar e@uity proprietary to "A#$S

/efers to the EPE/*E1CE- not the creati;e

EECU,*O1)

,his is a potato chip>'Cra;ing' is immediate not

o;erly dramatic &,ae O;er ,aste' is not intense

Findings 5 .igher Order Benefit

.appy Surrender ladders to)))


154/215

&.appy Surrender' Once is not enough)))

#ou want to eep going

Be #ourself 5 1o 3orries

Connection %to yourself(

&Do 3hat #ou "o;e'

.appy Surrender ladders to)))

Do 3hat #OU "o;eSpecific eperience ;aries widely

Musi), Sprts, +lay, et Skis, &eing -ith .riends, /alk, 0an)ing,

+ainting (a1e Mvies


155/215

+ainting, (a1e, Mvies23

Emotional eperience is consistently compelling)))

!u dn"t think abut anything else, dn"t -rry abut 1essing up,

the -hle gal is t have .un

+laying s))er .r .un instead . n a tea1, yu )an be yursel.,

1ess up2it desn"t 1atter 't -rry, nthing else is n yur 1ind

natural high that 1akes 1e shine

' bsta)les in yur -ay3 !u"re ding it be)ause yu like it, nt

be)ause it"s )l, its -here yu .eel gd

&Doing 3hat #ou "o;e'555 how * connect to mySE"F)))

"A#$S Personality

"A#$S personality is clear and uni@ue


156/215

Self5confident- Assured

Authentic

Down to Earth

4ischie;ous Fun

"ight5hearted

*ndi;idualistic yet Sociable

*S

Arrogant- "oser

Fae- Showy- Pretentious

Dull- Boring- *rre;erent

Selfless

*S 1O,

"A# S personality is clear and uni@ue

"A#$S *rresistibility Challenge is a sharp- proprietary positioning area

"A#$S Brand Positioning


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+ersnality5 Sel.6)n.ident, authenti), d-n t earth, 1is)hievus .un, light6

hearted, s)iable yet individualisti)

"A#$S B/A1D A/C.*,EC,U/E

* Varies by Market

0 /hat

!u Lve

Happy Surrender

Thin, Light, Crispy, High Quality *

Take Me Over Taste

L!"S

#$$%S#ST#L#T!

CHLL%'(%


158/215

*1,/ODUC,*O187


159/215

GB ,.E .*S,O/# OF PEPS*

Caleb &radha1, a yung phar1a)ist .r1 'rth Carlina rena1es a

)n))tin kn-n as &rad"s 0rink6 and +epsi Cla is brn3

G6 The .irst +epsi Cla advertise1ent appears in a l)al ne-spaper3

G7 The .irst bttling .ran)hises are established in Charltte and 0urha1,

'rth Carlina3

GH +epsi sells 1re than 788,888 gallns . syrup in a year .r the .irst ti1e3

6I land1ark year as sales surge a.ter +epsi ..ers a 79 :3 drink .r ;

)ents, duble the si:e . the )1petitive < :3 bttle at the sa1e pri)e3

6 +epsi airs the .irst ever natinal radi advertising =ingle 6

'i)kel, 'i)kel3

O UC O87

,.E PEPS* B/A1D BOO9

I +epsi is sld in )ans .r the .irst ti1e3

7 Sviet +re1ier >hrush)hev and ?S Vi)e +resident 'i@n share a +epsi at

the Ms)- Aair3

J6 The&Pepsi +eneration'slgan is brn3

*1,/ODUC,*O187 *1,/ODUC,*O187


160/215


8787

GB ,.E .*S,O/# OF PEPS* CO1,*1UED

JI 0iet +epsi be)1es the .irst ever natinal diet )la3

I +epsi be)1es&the choice of a 1ew +eneration'and signs up Mi)hael

a)ksn3

7 .ter years . su))ess, the +epsi Challenge .r)es Cke t re.r1ulate

in the ?S3

+epsi builds its 1usi) links -ith MC Ha11er, (lria %ste.an and $dSte-art, .ll-ed by Mi)hael a)ksn"s B0angerus" Tur3

6 +epsi Ma@, the revlutinary BMa@i1u1 Taste, '6sugar" )la, is laun)hed3

H +epsi )ntinues t build its 1usi) links -ith the Spi)e (irls3

+epsi is 788 years ld3

+epsi laun)hes KAs For 4ore)$

LGGL +epsi laun)hes +epsi T-ist3

LGGI 'e- pa)k and ne- graphi)s3

Ar1KAs for 4ore$2 t KDare for 4ore$

B/A1D POS*,*O1*1+ SU44A/#89

Does !t need tobe #'dated/


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CO1SU4E/ OBMEC,*0E ,O BE ,.E P/EFE//ED C.O*CE OF ,EE1S

3hich means$ated by teens as the brand .r 1e and the brand # pre.er3

+re.erred n i1age and taste3

#denti.ied as a brand . high Duality and )nsistent integrity3Cnstantly surprising and delighting

333-ithut alienating the se)ndary gatekeeper target3

GLA ,.E PEPS* 0*S*O1

Where do we want to be?

BUS*1ESS OBMEC,*0E ,O BECO4E ,.E 3O/"D$S 4OS, EC*,*1+

A1D *11O0A,*0E CO"A- +/O3*1+ A.EAD OF

,.E 4A/9E,3hich means Sustained, lng ter1 gr-th 11entu1 n $egular3

dyna1i) and -ide6ranging prt.li E-ith a strng and

gr-ing n6sugar )1pnentF3

Tailred gr-th strategies 1at)hing individual 1arket

needs3

89

B/A1D POS*,*O1*1+ SU44A/#


162/215


Brand *dea Pepsi 5 Dare For 4ore)

9ey Benefits uniDue )la taste e@perien)e3

.un, daring, s)iable, pti1isti) and )haris1ati)persnality3

Brand Positioning Statement Pepsi is the choice of teens who dare to mae the most

out of life)

,arget Audience Bullseye27G7I 1ale Ea)tive, i1age )ns)iusF3

Broad27;697 E1ale and .e1aleF3

+lobal5 ll )nsu1ers -h share that yuth.ul B0AM" spirit 3

9ey Purchasers ,eenagers2 &uy +epsi be)ause it is their pre.erred )la, a

uniDue )la taste -ith a distin)tive and e@)iting take n li.e3

+ateeepers2 &uy +epsi be)ause their )hildren -ant it, they

trust it and it stands ut n shel. as appealing and . highvalue3

Category role +epsi has a uniDue psitin -hi)h ..ers )nsu1ers )hi)e

and superir taste, and gr-s the )la )ategry thrugh

bradening appeal3 +epsi ..ers )ust1ers an alternative,

in)reasing )1petitin and )ategry invest1ent3

89


163/215


89

PEPS* 0S ,.E /ED B/A1D

PEPS* ,.E /ED B/A1D

Aun, daring, s)iable, pti1isti),

)haris1ati), a)tive, psitive, sel.6

)n.ident3

Classi), riginal,

authenti)3 The

1ainstrea13

Attitude

Teens3ny CS0 )nsu1er3

#n)reased teen .)usPrimary ,arget

Brand *con The (lbe3 The -ave3

&lue3 $ed3Colour

'e- S-irl3 /ave3Pacaging identity

KDare For 4ore$ K/eal)$

Mre l)ally riented3

"ead Ad Campaign

8J CO1SU4E/ P/OPOS*,*O1


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PEPS* ,A/+E, 4A/9E, SU44A/#


n utging, inspiratinal )hara)ter5

-ther teens aspire t his values and behaviurs

-2yung adults re1e1ber -hen they -ere hi1

tu)hstne .r all )11uni)atins3

Bullseye2 H8

year old male

7;697 E1ale and .e1aleF3Broad

7G7I 1ale3Bullseye

Our brand ;ision is to become the world$s most

eciting- most inno;ati;e- most rewarding cola)

,he brand that is preferred and chosen by teens)

3.A, 3OU"D .E ,.*19: DOES *, APPEA" ,O .*4: 3*"" *, EC*,E .*4:

G6A ,.E CO1SU4E/



165/215


G6B B/A1D POS*,*O1*1+H- teenagers de.ine )la

OU/ CO/E 4A/9E, DEF*1E CO"A O1 ,./EE D*4E1S*O1S2

,AS,E 9*C9 *4A+E

?niDue

C1ple@

Mysterius

.ull6n prdu)t e@perien)e

The Bki)kstart" e..e)t

+hysi)ally pi)ks yu up

Suits 1y 94G li.estyle

&ig, .a1us brands that signal yur

individual and s)ial identity

'e- ne-s and real Bentertain1ent"

&ig prperties

(lbal stature and persnal relevan)e

*4A+E,AS,E .*,

3hy cola is the CSD that young

people choose most often

CO1SU4E/ P/OPOS*,*O1


166/215

OU/ CO/E 4A/9E, DEF*1ES PEPS* AS FO""O3S2N

+epsi understands teens5 their -rlds, their values, their

drea1s3 +epsi is part . the rhyth1 . their lives, )elebrating

-h they are and -hat .ills their hearts and 1inds3

#outh

+epsi brings entertain1ent, .un and e@)ite1ent int teens" lives

the -rld ver3Fun

+epsi is al-ays there, en)uraging yu t )hallenge yursel. t live

li.e t the .ullest3

Energy and dynamism

+epsi desn"t think, talk r behave like ther brands Eleast .

all like CkeF3Distincti;e

+epsi is )l and )n.ident and .r-ard6lking, -ithut being

s1ug r arrgant3

Cool and confident

* Ala1ing, 0are Ar Mre resear)h, utu1n 988J



167/215


B/A1D

POS*,*O1*1+

SU44A/#

,EE1S 3.O DA/E ,O 4A9E ,.E 4OS, OU, OF "*FE C.OOSE PEPS*)

,his brand positioning is built on three core elements2P/ODUC, BE1EF*, E4O,*O1A" BE1EF*, PE/SO1A"*,#

G6B B/A1D POS*,*O1*1+ CO1,*1UED

H- teenagers de.ine +epsi

ttal taste e@perien)e3

.ull6n taste hit3

Craving, .lavur, taste and

ki)k3

%1p-ering

?pli.ting

Challenging

Aun

0aring

S)iable

Opti1isti)Charis1ati)

,.*S POS*,*O1*1+ ,O OU/ CO1SU4E/S *S BES, EP/ESSED ,./OU+. ,.E S*4P"E P/OPOS*,*O12

,.E B/A1D P/OPOS*,*O1


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&Don$t settle for what you ha;e)

"ife is more eiting when you challenge yourself)

Dare to go beyond the ordinary) Find new- fun and

unepected eperiences with your friends)

Dare to create the ind of life you want to li;e'

T>E B+AND7 *otoro$$a


169/215

4otorola is a seamless mobility company

6edicated to eliminating barriers of place and comple$ity withintelligent devices and wireless technologies that simplify lifeand make it more funK

T>E B+AND P+O*ISE


170/215

5eamless 4obility

t creates a world that is constantly connected%

Fives people immediate access to the people and things that are important to themwherever they happen to be 1 from home to car to oPce and all the spaces in between

T>E B+AND EP+ESSION


171/215

*OTO

#he voice, face and spirit of the 4otorola brand

5peci7cally what happens to people when they use intelligent devices and wireless technologies to live more seamlessly mobilelives

t is the messenger of our brand traitsLvalues

B+AND VALUES


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*OTO brand strategy


173/215

Positioning Strong brand assets

Power in the paradoCompelling ;ision

Hu1an e1p-er1ent

6 belie. in the .uture

$K$

+%&L

SLV$

$O>$

*nno;ation .eritage

,echnology .umanity

VISUAL IDENTITF


174/215

Brand assets18 %ore and %ore W>OA 'rod#cts


175/215

Brand assets19 coo$ $ogo


176/215

4otorola wording still needs to be used >if Batwing is notrecogni(able on its own?

Brand assets15 4NF 4OU+ LET+ na%es


177/215

+%&L SLV$

$K$ $O>$

nd 1re t .ll-2

Brand assets1? *OTO&ODE


178/215

Always needs to be an e$pression of a consumer or product bene7t

4oto X the deviceLproductWord X )% 6evice attribute+% #he person who uses or desires the device

Brand assets1 *OTO $oo0


179/215

Style personality empowerment

Brand assets1L!,esty$e I%agery


180/215

GUIDELINES :g$oba$;


181/215

*OTO*ANUAL

!ur glbal guide t5

6 Clurs

6 Ant

6 +rint layuts6 #1agery

6 Mt)des

GUIDELINES :reg!ona$;


182/215

>G* +eg!ona$ &o7o' Press G#!de$!nes POSG#!de$!nes

DESIGN *ANI4ESTO


183/215

*OTOBUS *ANUAL


184/215

6eveloping your 4#B5 2rogram

dentifying 2rogram Jehicle Jehicle 6evelopment and 6esign#he 4#B5 E$perience

Entertainment and Fames Creating anEdutaining E$perience

*OTOBUS SUPPO+T


185/215

&anne

r

&us

.rnt

ba)k

Lea.let -ith $egistratin

0ra.t e@terir vehi)le


186/215

e$amples

Brand %an!,esto


187/215


188/215

Overv!ew


189/215

Both 4obilink and #elenor have beentargeting the older seasoned user "9& years of age

/as acquired a certain status and position in

life Established and stable


190/215

#he younger, progressive consumerwhose life is Sust taking o8 A young gun in transit


191/215

U4ONE

2ostpaid


192/215

T>E TA+GET

The Ne"t B!g Th!ng


193/215

+&93& years of age Bulls9eye is 3 years #heir lives are Sust taking o8 6ynamic, contemporary, outgoing

Embrace and relish change and newe$periences nsatiable appetite for new challenges s not content to sit on laurels


194/215

T>E B+AND

Ins!ght


195/215

-m going places and need a connectionthat can take me to the ne$t level

Bene2ts


196/215

!unctional 5uperior technology in terms of JA5, 445 and F2fone to fone and to 2#C'? Competitive pricing

Emotional 4akes communication e8ortless so can be anywhere ,

anytime as needed #he feeling of being empowered because have my

world in the palm of my hands

!eel good factor

Va$#es and Persona$!ty


197/215

2alues ntegrity /onesty


198/215

#he only state of the art cellular companythat understands me, my life, aspirationsand need for connectivity and deliversaccordingly

Brand=s Essence


199/215

The S0y=s the $!%!t


200/215

*ANI4ESTO

I=% a%b!t!o#s< s#ccess,#$ and dyna%!c


201/215

I=% a str!ver6 Don=t wa!t ,or ,ate=s!ntervent!on6 I %a0e th!ngs ha''en


202/215

*y $!,e=s )#st ta0!ng o-< I 0now whereto go and how to get there


203/215

I=% the ne"t b!g th!ng


204/215

Stand o#t ,ro% the crowd


205/215

I have the co#rage to drea% and theded!cat!on to %a0e !t rea$


206/215

A''et!te ,or change and cha$$enges


207/215

Savor every %o%ent < every e"'er!ence


208/215

I have a $!,e


209/215

now how to 0ee' the ba$ance betweenwor0 and '$ay


210/215

&an throw %y t!e !n ,or so%e t!%e7o#t


211/215

I=% rea$


212/215

I=% %a0!ng th!ngs ha''en


213/215

The s0y=s the $!%!t HHH


214/215

U,one Post'a!dBrand Pyra%!d 2ositionin

Thes0y=s


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Documents

Positioning and Values