1

10
Crafting the
Brand Positioning
 Chapter Questions
 How can a firm develop and establish an
effective positioning in the market?
 How do marketers identify and analyze
competition?
 How are brands successfully differentiated?
 What are the differences in positioning and
branding with a small business?

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 What is Positioning?

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 Value Propositions
 Perdue Chicken
 More tender golden chicken at a moderate

premium price
 Domino’s
 A good hot pizza, delivered to your door

within 30 minutes of ordering, at a moderate

price

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 Competitive Frame of Reference

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 Table 10.2 Customer Ratings
of Competitors

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 Defining Associations
Points-of-difference Points-of-parity
Attributes or benefits Associations that are
consumers strongly not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and with other brands
believe they could
not find to the same
extent with a
competitive brand

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 Point-of-Difference Criteria

Desirable

Deliverable

Differentiating

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 POP versus POD

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 Figure 10.1a Perceptual Map:
Current Perceptions

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 Figure 10.1b Perceptual Map:
Possibilities

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 Brand Mantras

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 Designing a Brand Mantra

Communicate

Simplify

Inspire

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 Constructing a
Brand Positioning Bull’s-Eye

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 Conveying Category Membership
 Announcing category benefits
 Comparing to exemplars
 Relying on the product descriptor

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 Examples of Negatively Correlated
Attributes and Benefits
 Low-price vs. High  Powerful vs. Safe
quality  Strong vs. Refined
 Taste vs. Low  Ubiquitous vs.
calories Exclusive
 Nutritious vs. Good  Varied vs. Simple
tasting
 Efficacious vs. Mild

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 Differentiation Strategies

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 Means of Differentiation

Employee

Channel

Image

Services

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 Emotional Branding

Strong culture

Communication style

Emotional hook

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 Market Share, Mind Share,
and Heart Share

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 Brand Narratives and Storytelling

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 For Review
 How can a firm develop and establish an
effective positioning in the market?
 How do marketers identify and analyze
competition?
 How are brands successfully differentiated?
 What are the differences in positioning and
branding with a small business?

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 10-22