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V92 Marketing Management
CRAFTING THE BRAND
POSITIONING
Claudia Hillary Carbonell
Ateneo Graduate School of Business
V92 Marketing Management
Building Strong Brands
Market Leaders Do Things Differently
V92 Marketing Management
Establishing a Brand Positioning
Clau Carbonell
V92 Marketing Management
Ch10 Crafting the Brand Positioning
To develop an effective _________,
a company must study
competitors as well as actual
and potential customers.
A. Positioning
B. Brand Mantra
C. Value Proposition
D. Branding
Clau Carbonell
V92 Marketing Management
Analyzing Competitors
Clau Carbonell
V92 Marketing Management
Ch10 Crafting the Brand Positioning
Choosing a _____________ means
defining which other brands
compete with you.
A. Multiple Frame of Reference
B. Specific Point-of-Difference
C. Competitive Frame of Reference
D. Specific Point-of-Parity
Clau Carbonell
V92 Marketing Management
CRAFTING THE BRAND
POSITIONING
Claudia Hillary Carbonell
Ateneo Graduate School of Business
V92 Marketing Management
Building Strong Brands
Market Leaders Build Strong Brands

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V92 A43 Cosla Quiz TSL by Claudia Carbonell.pptx

  • 1. V92 Marketing Management CRAFTING THE BRAND POSITIONING Claudia Hillary Carbonell Ateneo Graduate School of Business V92 Marketing Management Building Strong Brands Market Leaders Do Things Differently
  • 2. V92 Marketing Management Establishing a Brand Positioning Clau Carbonell
  • 3. V92 Marketing Management Ch10 Crafting the Brand Positioning To develop an effective _________, a company must study competitors as well as actual and potential customers. A. Positioning B. Brand Mantra C. Value Proposition D. Branding Clau Carbonell
  • 4. V92 Marketing Management Analyzing Competitors Clau Carbonell
  • 5. V92 Marketing Management Ch10 Crafting the Brand Positioning Choosing a _____________ means defining which other brands compete with you. A. Multiple Frame of Reference B. Specific Point-of-Difference C. Competitive Frame of Reference D. Specific Point-of-Parity Clau Carbonell
  • 6. V92 Marketing Management CRAFTING THE BRAND POSITIONING Claudia Hillary Carbonell Ateneo Graduate School of Business V92 Marketing Management Building Strong Brands Market Leaders Build Strong Brands