POSITIONING
Aninda Harapan
Vera Sriyani
TOPIK PEMBAHASAN
VALUE PROPORTIONS
COMPETITIVE FRAME OF
REFERENCE
DEFINING ASSOCIATIONS
Points-of-Difference
Points-of-Parity
POINTS OF DIFFERENCE
Desirable
Deliverable
Differentiating
Correlational POP
Competitive POP
PERCEPTUAL MAP
BRAND MANTRA
Komunikasi
Menyederhanakan
Inspirasi
EXAMPLES OF NEGATIVELY
CORRELATED ATTRIBUTES &
BENEFITS
Powerful vs Safe
Varied vs Simple
CONVEYING CATEGORY
MEMBERSHIP
BULLS EYE
MONITORING COMPETITION
Market share
Mind share
Heart share
BRAND NARRATIVES