Brand Management - End goal is to bring your target

market closer to your brand

CHAPTER 6:
BRAND POSITIONING
- Brand are built from the inside and
out
- Conceptual space that a brand owns
in the consumer’s mind
- How the brand distinguishes itself
from the competitors
DUMB ZONE
- You will definitely fail
LOSING ZONE
- You will fail to differentiate, and your
competitor will beat you every time
RISKY ZONE
- You can win the tie with emotions
and innovation
WINNING ZONE
- You can own and defend this space
from attack
BRAND DIFFERENTIATION
- It can be defined as to set apart the
brand from the competition, by
associating a superior performing
aspect of your brand with multiple
customer benefits
MARKET RESEARCH
- Level of your knowledge about your
customer must be deeper
STEPS IN BUILDING AND MAINTAINING A BRAND
POSITION
1. BUILD A TARGET PROFILE
- Identify your target audience
- Everything starts with a focused target
market
- Explore the needs of the of the
consumer
- 7 Description to Define the Consumers
o Target description
o Their needs
o Their enemy
o Insights that tell their story
o How are they buying
o We want them to think/feel/do
- Consumer Insights Mining
o What we see
2. EXPLORE THE NEEDS OF THE
CONSUMER
- Consumer benefits ladder
3. IDENTIFY THE GAPS IN THE MARKET
- Conduct market research
4. MAPPING OUT YOUR CONSUMER
BENEFITS
- Identify your consumer benefits
5. TURN BENEFIT CLUSTERS INTO
BENEFIT STATEMENTS TO
DIFFERENTIATE YOUR BRAND
- Use the words to inspire a brand
storm of specific benefit statements
that fit your brand
6. MAP THE POTENTIAL BENEFITS TO
FIND THE WINNERS
- Create a 2x2 grid to help sort
through the potential benefits to
find the winners

BRAND MANAGEMENT