T6: Differentiation & positioning

D
2
Brand Positioning Process
Competitive
Frame of Preference
Step 1: Identify a relevant set of competitive products
Step 2: identify determinant attributes

Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5 Attribute 6 Comments

Customer 1

Customer 2

Customer 3

Customer 4

Customer 5

Customer 6

Customer 7

Customer 8

Customer 9

Customer 10

Customer 11

Customer 12

Customer 13
Step 3: Data of customers’ perception of competitive brands
Step 4: Analyze current positions of competitive products
Step 4: Analyze current positions of competitive products
Step 5: determine customers’ most preferred attributes
 Continued case

Supposing that you have an idea/opportunity of doing a business, pls

1) Define your target customers with their insights, needs, and personal values
2) Identify a relevant set of competitive products
3) Identifying the determinant attributes that these target customers are looking for (supposing)
4) Analyze the consumer perceptions for these attributes of these competitive brands (supposing)
5) Analyze the current positions of products in the competitive brands (supposing)
6) Summarize the key attributes we need to develop
 01 Brand mantra (essence)

What are the shared values between

the brand and the customers’
personal values?
à What does your brand stand for?

POP – point of parity 02

Positioning strategy What are the paired attributes?

03 POD-point of difference

What make you stand out and

provide you real competitive
advantages?
Possible positions 04

Where can your brand be on the

market?
 1) The brand mantra/essence

Customer’s value Brand Brand essence

The persona’s image, what she or he The brand values of intention Connect 3= the shared values = what
stands for the brand stands for
13
2/3) POP/POD
Brand Positioning Bull’s-eye – Starbucks case
15
4) Hypothetical Perceptual Map

You
 Continued case

Supposing that you have an idea/opportunity of doing a business, pls

1) Define your target customers with their insights, needs, and personal values
2) Identify a relevant set of competitive products
3) Identifying the determinant attributes that these target customers are looking for (supposing)
4) Analyze the consumer perceptions for these attributes of these competitive brands (supposing)
5) Analyze the current positions of products in the competitive brands (supposing)
6) Summarize the key attributes we need to develop
7) What are the brand’s essence (stand for)
8) What are the POPs?
9) What are the PODs?
10) What are the hypothetical position on the market map?
Positioning statement
18
Positioning Statement Formula
 Continued case

Supposing that you have an idea/opportunity of doing a business, pls

1) Define your target customers with their insights, needs, and personal values
2) Identify a relevant set of competitive products
3) Identifying the determinant attributes that these target customers are looking for (supposing)
4) Analyze the consumer perceptions for these attributes of these competitive brands (supposing)
5) Analyze the current positions of products in the competitive brands (supposing)
6) Summarize the key attributes we need to develop
7) What are the brand’s essence (stand for)
8) What are the POPs?
9) What are the PODs?
10) What are the hypothetical position on the market map?
11) Write the positioning statement
Thank You
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