Kotler • KellerPhillip Kevin Lane

Marketing Management • 14e

Crafting the Brand PositionChapter 10

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Discussion Questions

1. How can a firm develop and establish an effective positioning in the market?

2. How do marketers identify and analyze competition?

3. How are brands successfully differentiated?

4. What are the differences in positioning and branding with a small business?

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Marketing Strategy

T PS

Defined

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The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

Positioning

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Brand Positioning

• Customer wants and needs

• Company capabilities

• Competitive actions

Quality

Price

Brand A

BC

DE

F

G

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Value Proposition

What the brand is

What the brand

could be

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Value Proposition Examples

Company (Product) Target Customers Key Benefit Price

Premium Value Proposition

Perdue (chicken)

Quality-conscious consumers Tenderness 10% More tender golden chicken

at a moderate price

Volvo (station wagons)

Safety-conscious upscale families

Durability and safety 20%

The safest, most durable wagon in which your family can ride.

Domino’s (pizza)

Convenience-minded pizza lovers

Delivery speed and good quality

15%A good hot pizza, delivered promptly to your door, at a moderate price.

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Brand Positioning

Frame of Reference

Points of parity / difference

Brand mantra

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Competitive Frame of Reference

Identifying CompetitorsAnalyzing Competitors

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Points of Parity / Difference

Points of ParityPOP

Points of DifferencePOD

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Choosing POPs and PODs

Brand Benefits

Brand Attributes

Reasons to believe

Proof points

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Figure 10.2

Hypothetical Perceptual Map(a) Current Perceptions

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Figure 10.1

Hypothetical Perceptual Map(b) Possible Repositioning

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Brand Mantras

Nike – “authentic athletic performance”

Disney – “fun family entertainment”

Brand Mantra Criteria:• Communicate• Simplify• Inspire

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Establishing Brand Positioning

Internally

Points of difference

Communicate Category Membership• Category Benefits• Compare to exemplars• Product descriptor

Points of parity

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Brand Positioning Bull’s-eye

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Differentiation Strategies

Competitive Advantage

Sustainable Leverageable

Customer Advantage

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Means of Differentiation

Employees

Channels

Image

Services

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Emotional Branding

Emotional

Rational

Lovemarks• Mystery• Sensuality• Intimacy

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Emotional Branding

Share of Market

Share of Mind

Share of Heart

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Emotional Branding

Market Share Mind Share Heart Share

2011 2012 2013 2011 2012 2013 2011 2012 2013

Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 30%

Competitor B 30 34 37 30 31 35 44 47 53

Competitor C 20 19 19 10 11 11 11 11 8

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Alternative Positioning Approaches

Brand Narratives / Storytelling

Brand Journalism

Cultural Branding

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Small Business Positioning• Creative, low-cost research• Focus on fewer, stronger brands• Integrated brand elements• Create buzz• Build a brand community• Secondary associations

Creativity