Lesson 6 :

Crafting Brand Positioning

What is positioning?

The act of designing a company’s offering and image to occupy a

distinctive place in the minds of the target market.

The goal is to locate the brand in the minds of consumers to

maximize the potential benefit to the firm.

A good brand positioning helps guide marketing strategy by

clarifying the brand’s essence, identifying the goals it helps the
consumer achieve, and showing how it does so in a unique way.
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Method detergent

•By creating a line of nontoxic, biodegradable household

cleaning products with bright colors and sleek designs totally
unique to the category, Method has crossed the line of $100
million in revenues with a phenomenal growth rate.

•Because of a limited advertising budget, the company believes

its attractive packaging and innovative products must work
harder to express the brand positioning.
Method detergent

Positioning through packaging

Identifying and Establishing
Brand Positioning

1. Target 2. Nature of 3. POP and

Market competition POD

Analyze the type of Identify product

competition they features and
Identify their target
might face in the associations that are
customers
identified market different or similar to
base their competitors
Defining Associations

Points-of-parity (POP)
Points-of-difference (POD)

Attributes or benefits
consumers strongly Associations that are
associate with a brand, not necessarily unique
positively evaluate, and to the brand but may
believe they could not be shared with other
find to the same extent brands
with a competitive brand
POP vs POD

Point-of-Difference Points-of-Parity
Criteria Associations

•Desirable •Category POP

•Deliverable •Competitive POP
•Differentiating •Correlational POP
POD for Subaru
•Once Subaru clarified
its positioning as a
rugged luxury car that
drivers loved, sales
took off.
•Launched cause
marketing program in
which it donates to
one of five charities.

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POP for Antabax
POP & POD

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Brand Mantra

•A brand mantra is an articulation of the heart and

soul of the brand
• Closely related to other branding concepts like
“brand essence” and “core brand promise.”
•Three-to five-word phrase.

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Designing a Brand Mantra

Communicate

Simplify

Inspire

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Brand Mantra

Nike • Authentic, Athletic, Performance

Mc D’s • Food, Folks, Fun

Disney • Fun, Family, Entertainment

BMW • Ultimate, Driving, Machines

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Brand Personality

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Brand Personality

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Brand Narratives and Storytelling

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Brand Narratives and Storytelling

•https://www.forbes.com/sites/celinnedacosta/2019
/01/31/3-reasons-why-brand-storytelling-is-the-
future-of-marketing/?sh=6ecdb5555ffd
•https://www.business2community.com/social-
media/7-incredible-examples-brand-storytelling-
social-media-01425151
•https://ignitevisibility.com/6-examples-brands-
using-social-media-storytelling-right-way/

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End of Slides