– BASED

BRAND
EQUITY
AND BRAND
POISTIONIN
NATURE OF
COMPETITION
 Deciding a certain type of target consumer means “competition”

 Competition occurs at the benefit level rather than the attribute

level

 Chanel of Distribution

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 MULTIPLE
FRAMES OF
REFERENCE
Occurs when the same function can
be performed by different type of
products

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 Are formally defined as the
POINTS OF
attributes or benefits that
consumers strongly associate
DIFFERENCES
with other brand, positively
evaluate and believe that they
could not find to the same
extent with a competitive
brand.
POINTS
OF
PARITY
Defined as not
necessarily unique to
the brand but in fact
may be shared with
other brands.
BRANDS POPs PODs
 Variety of Flavors
 Colorful
 Unique Shape and
Texture
 TV Advertisement
 Mint Candy
 Similar Size  Green and Blue Solid
 Similar Price Color
 Fresh Taste  Contains Actizol – Key
Ingredient to eliminate
 Packaging size mouth odors
 Fight Cough and soothes
sore throat
 Founded in Great Britain

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The process by which
marketers try to create an
image or identity in the minds
of their target market for their
product, brand, or
organization.

Brand position­ing is at the

heart of marketing strategy.

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 I. DEFINING AND
COMMUNICATING THE
COMPETITIVE FRAME
 Determine the Category
OF REFERENCE
Membership

 The preferred approach to

positioning is to inform consumers
of a brand ‘s membership before
stating its point-of-difference in
relationship to other category
members.

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II. CHOOSING POINTS –
OF – DIFFERENCE
 A brand must offer a compelling and credible reason for choosing it over the other
options.

 Three key considerations:

a.) Desirability Criteria – determined from the consumer’s point of view
b.) Deliverability Criteria – based on a companies inherent capabilities
c.) Differentiation Criteria – determined relative to the competitors

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III. Establishing Points of
Parity and Points of Differences
✗ Separate the attributes

✗ Leverage the Equity of Another Entity

✗ Redefine the relationship

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IV. UPDATING
POSITIONING OVER
TIME
 Positioning should be fundamentally changed very infrequently and only
when circumstances significantly reduce the effectiveness of existing POPs
and PODs
 LADDERING – Identifying PODs to dominate competition on benefits
that are important to consumers provides a sound way to build an initial
position.
VAL
UE
S

BENEFITS

ATTRIBUTES

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V. DEVELOPING A GOOD
POSITIONING
 Good Positioning should be
– A “Foot in the Present” and “Foot in the Future”
- Careful to identify all relevant points of parity
- Should Reflect a consumer point of view in terms of the benefits
that consumers derive from the brand

 Duality exists

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BRAND MANTRA
 Brand essence or Brand Promise

 Short, three – to five word

phrase that captures the
irrefutable essence or spirit of
the brand positioning.

 It is not an advertising slogan or

tagline and won’t be something
you use publicly at all.

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 EMOTIONAL IDENTIFIER – How exactly does the brand provide
benefits and what ways?

 DESCRIPTIVE MODIFIER – Clarifies its nature

 BRAND FUNCTIONS – describes the nature of the product or service or

the type of experiences or benefits the brand provides

BRAND EMOTIONAL DESCRIPTIVE BRAND

MODIFIER MODIFIER FUNCTION
Mcdonalds Food Folks Fun
Nike Authentic Athletic Performance
Disney Fun Family Entertainment

BRAND MANTRA
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SOUR
Chapter 2 Customer – Based
Brand Equity and Brand
Positioning, Page 67 – 100,

CE
Kevin Lane Keller, 4e (Global
Edition) Strategic Brand
Management, Pearson
Education Kotler & Keller,
Marketing Management,
Pearson Education

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