Brand Positioning

 Define competitive frame of reference

 Target market
 Nature of competition

 Define desired brand knowledge

structures
 Points-of-parity
 necessary
 competitive
 Points-of-difference
 strong, favorable, and unique brand
associations
 Issues in Implementing
Brand Positioning
 Establishing Category Membership
 Identifying & Choosing POP’s & POD’s
 Communicating & Establishing POP’s &
POD’s
 Sustaining & Evolving POD’s & POP’s
Establishing Category
Membership
 Product descriptor
 Exemplar comparisons
 Identifying & Choosing
POP’s & POD’s
 Desirability criteria (consumer
perspective)
 Personally relevant
 Distinctive & superior
 Believable & credible
 Deliverability criteria (firm
perspective)
 Feasible
 Profitable
 Pre-emptive, defensible & difficult to attack
Major Challenges in
Positioning
 Find compelling & impactful points-
of-difference (MacMillan &
McGrath, HBR, ‘97)
 How do people become aware of their need for
your product and service?
 How do consumers find your offering?
 How do consumers make their final selection?
 How do consumers order and purchase your
product or service?
 What happens when your product or service is
delivered?
 How is your product installed?
 How is your product or service paid for?
Major Challenges in
Positioning
 Find compelling & impactful points-
of-difference (cont.)
 How is your product stored?
 How is your product moved around?
 What is the consumer really using your product
for?
 What do consumers need help with when they
use your product?
 What about returns or exchanges?
 How is your product repaired or serviced?
 What happens when your product is disposed of
or no longer used?
 Communicating &
Establishing
POP’s
 Create & POD’s
POP’s and POD’s in the face of
attribute & benefit trade-offs
 Price & quality
 Convenience & quality
 Taste & low calories
 Efficacy & mildness
 Power & safety
 Ubiquity & prestige
 Comprehensiveness (variety) & simplicity
 Strength & refinement
Strategies to Reconcile
Attribute & Benefit Trade-Offs
 Establish separate marketing programs
 Leverage secondary association (e.g., co-
brand)
 Re-define the relationship from negative to
positive
 Sustaining & Evolving
POP’s & POD’s
 Core Brand Values &
Core Brand Proposition
Core Brand Values
 Set of abstract concepts or phrases that
characterize the 5-10 most important
dimensions of the mental map of a brand.
 Relate to points-of-parity and points-of-
difference
 Mental Map  Core Brand Values  Brand Mantra
Brand Mantras

 A brand mantra is an articulation of the

“heart and soul” of the brand.
 Brand mantras are short three to five word
phrases that capture the irrefutable essence
or spirit of the brand positioning and brand
values.
 Nike
 Authentic Athletic Performance

 Disney
 Fun Family Entertainment