Professional Documents
Culture Documents
Chapter Crafting Brand Positioing
Chapter Crafting Brand Positioing
PL
❑ Category membership: The products and set of products
with which a brand competes and which function as close substitute.
❑ Example
❑ Category membership of Coke is soft drinks brands.
❑ Category membership of Maybelline is cosmetics brands.
PL
Points-of-parity (POPs)
❑ Associations that are not necessarily unique to the brand but
may/must be shared with other brands.
❑ Point of Parity association come in Two basic forms;
❑ Category Point of Parity
❑ Competitive Point of Parity
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 6-9
Point of Parity
❑ Category Point of Parity
❑ A category point of parity means that the brand offers necessary
category features.
❑ A bank will not be suitable, for example, unless it offers adequate ATM
service.
❑ At first, some German car manufactures resisted adding cup holders,
believing that car purists would not want such distractions in their car.
But this became a “must have” for many and they eventually had to add
them.
❑ Example:
❑ The best approach is to develop a product or service that perform
well on both dimensions.
❑ The marketers of Head & shoulders launched two different marketing
campaign, each devoted to a different attribute and benefit (eg Silky
and dandruff free hair).
❑ Celebrity Endorsement
CBBE Model
If customers recognise,
understand and connect
with your brand,
performance goes up
(provided experiences
are positive)
Addressing negatively correlated PODs
and POPs
❑ Product
❑ Service
❑ People
❑ Image
❑ https://www.youtube.com/watch?v=J-WcRAnEokk
❑ youtube.com/watch?v=1enjb9kwWKU
❑ https://www.youtube.com/watch?v=TOOAC0_2uuo
❑ https://www.youtube.com/watch?v=j275XmLGDyI
❑ Thus, its entire marketing program—its products and the way they are
sold—must reflect that key brand value.
❑ Over the years, Nike has expanded its brand meaning from “running
shoes” to “athletic shoes” to “athletic shoes and apparel” to “all things
associated with athletics (including equipment).
❑ Each step of the way, however, it has been guided by its “authentic
athletic performance” brand mantra.