Branding and Positioning

1. Let your
Brand Build
your Business

2. Your Guide to Branding

3. Get the thoughts aligned
Posit
Iden%fying
and
establishing
points
of
parity
and
points
of
difference
to
establish
the
right
brand
iden%ty
and
brand
image.

4. Basic Concepts
Unique,
meaningful
points
of
difference
provide
a
compe%%ve
advantage
and
“reason
why”
consumers
should
buy
the
brand.
“no
reason
why
not”

5. Get to the heart of your Brand!
• Brand
Posi,oning:
is
at
the
heart
of
marke,ng
strategy.
It
is
the
‘act
of
designing
the
company’s
offer
and
image
so
that
it
occupies
a
dis,nct
and
valued
place
in
the
target
customer’s
minds.
•
Posi%on
=
Loca%on
(finding
proper
loca%on
of
the
product
in
the
consumer’s
minds)

6. Differentiate
How
is
it
diferent?
Why
should
consumers
buy
and
use
it?

7. So Marketers need to know…
1.
2.
3.
4.
Who
the
target
consumer
is?
Who
the
main
compe%tors
are?
How
the
brand
is
similar
to
these
compe,tors?
How
the
brand
is
different
from
them?

8. Who are you targeting?
• Market:
is
the
set
of
all
actual
and
poten,al
buyers
who
have
sufficient
interest
in,
income
for,
and
access
to
a
product.
• Market
Segmenta,on:
divided
the
market
into
dis,nct
groups
of
homogeneous
consumers
who
have
similar
needs
and
consumer
behavior.

9. Segmentation Bases
• Descrip%ve
or
customer-­‐oriented:
what
kind
of
person
or
organiza,on
the
customer
is
• Behavioral
or
product-­‐oriented:
how
the
customer
thinks
of
or
uses
the
brand
or
product

10. Descriptive or customer-oriented
Who?
Consumers
VS
Business
Buyers

11. Consumer Segmentation Bases
Behavioral
User
status
Usage
rate
Usage
loca,on
Brand
loyalty
Benefit
sought
Demographic
Income
Age
Sex
Race
Family
• Psychographic
– Value,
opinions,
and
aTtudes
– Ac,vi,es
and
lifestyle
• Geographic
• Interna,onal
• regional

12. Business-to-business Segmentation Bases
Nature
of
good
Kind
Where
used
Type
of
buy
Buying
condi,on
Purchase
loca,on
Who
buys
Type
of
buy
• Demographic
– SIC
code
– Number
of
employees
– Number
of
produc,on
workers
– Annual
sales
volume
– Number
of
establishments

13. Behavioral or product-oriented
How?
**Depend
on
each
product
category**

14. Few Examples
Ex:
Toothpaste
1. The
sensory
segment:
seeking
flavor
and
product
appearance
2. The
sociable:
seeking
brightness
of
teeth
3. The
worriers:
seeking
decay
preven,on
4. The
independent
segment:
seeking
low
price

15. Who the main competitors are?

16. Soft Drinks perpetual map

17. How the brand is similar to these competitors?
How the brand is different from them?
• Points
of
parity:
associa,ons
that
are
not
unique
to
the
brand
but
may
be
shared
with
other
brands.
• Points
of
difference:
aributes
or
benefits
that
consumers
strongly
associate
with
a
brand
and
they
believe
that
they
could
not
find
from
a
compe,,ve
brand

18. Positioning Guidelines
• Designing
and
communica,ng
the
compe,,ve
frame
of
reference
– To
determine
category
membership
– Which
products
does
the
brand
complete?
– Different
categories
will
lead
to
different
points
of
parity
and
points
of
difference
– Ex:
PDA
–
smart
phone,
laptop,
palm
– Ex:
Coca
cola
–
so_
drink,
carbonated
drink,
general
beverage
– Ex:
Kellogg’s
Corn
Flakes
–
cereal,
snack,
morning
meal

19. Positioning Guidelines
• Choosing
points
of
difference
– Desirability
criteria
• Relevance
• Dis,nc,veness
• Believability
– Deliverability
criteria
• Feasibility
• Communicability
• Sustainability
• Establishing
Points
of
Parity
and
Points
of
Difference
– Separate
the
aributes
– Leverage
equity
of
another
en,ty
– Redefine
the
rela,onship

20. Move with time
• Upda,ng
posi,oning
over
,me
– Laddering:
how
to
deepen
the
meaning
of
the
brand
to
tap
into
core
brand
associa,ons
or
more
abstract
considera,ons
– Reac,ng:
how
to
respond
to
compe,,ve
challenges
that
threaten
an
exis,ng
posi,oning
• Do
nothing
• Go
on
the
defensive
• Go
on
the
offensive

21. Do it …to know it!
• Pick
2
big
brands
in
the
same
category
• Evaluate
the
posi,oning
of
each
brand.
– Who
are
the
target
markets?
• Who
and
how?
– What
are
their
main
points
of
parity
and
points
of
difference?
• Both
performance
and
imagery
– Have
they
defined
their
posi,oning
correctly?
– How
might
it
be
improved?

22. Defining and Establishing , Brand Mantras
Core
Brand
Associa,ons:
are
those
abstract
associa,ons
that
characterize
the
5
to
10
most
important
aspects
or
dimensions
of
a
brand.
They
can
serve
as
the
basis
of
brand
posi,oning
in
terms
of
how
they
create
points
of
parity
and
points
of
difference.

23. Create a mental map
• Create
mental
map:
all
salient
brand
associa,ons
and
responses
for
a
par,cular
target
market.
• Group
brand
associa,ons
into
related
categories
with
descrip,ve
labels

24. Sample
of
a
mental
map
trendsetter
popular
changing
mainstream
trusting
original
Real and genuine
leader
MTV
informative
For me
Fun and entertaining
music
lifestyle
young
Live and immediate
connected
interactive
Hip and cool
Irreverent and rebellious

25. Points that impact
• Music
• Interac,vity
– What’s
hot
and
what’s
new
• Credibility
– Expert,
trus,ng,
reality
• Personality
– Irrelevant,
hip,
cool
• Accessibility
– Relevant,
for
everyone
– Connected
and
par,cipatory
• Community
– Share
experience
• Spontaneity
– Up
to
the
minute,
immediate
• Originality
– Genuine,
crea,ve
• Fluidity
– Always
changing
and
evolving

26. Brand Mantras
Heart
&
Soul
Core
brand
promise
Similar
to
brand
essence
3
–
5
words
that
captures
spirit
of
the
brand
Ex:
McDonald’s
brand
philosophy:
“Food,
Folks
and
Fun”

27. Designing Brand Mantras
• What
the
brand
is
and
what
is
not!!!
– Brand
func,on:
nature
of
product,
benefits
the
brand
provides
ex:
Nike
–
performance
ex:
Disney
-­‐-­‐
entertainment
– Descrip,ve
modifier:
further
clarifies
its
nature
ex:
Nike
–
athle,c
(not
just
typical
performance)
ex:
Disney
-­‐-­‐
family
– Emo,onal
modifier:
provide
another
qualifier,
how
exactly
does
the
brand
provide
benefits
and
in
what
ways?
ex:
Nike
–
Authen,c
ex:
Disney
-­‐-­‐
fun

28. Articulate your brand
• Communicate:
a
good
brand
mantra
should
both
define
the
category
of
business
to
set
the
brand
boundaries
and
clarify
what
is
unique
about
the
brand
• Simplify:
an
effec,ve
bran
mantra
should
be
memorable,
short,
vivid
• Inspire:
the
brand
mantra
should
also
stake
out
ground
that
is
personally
meaningful
and
relevant
to
as
many
employees
and
possible

29. Want
to
learn
more
write
to
us
at
info@unspunmarke%ng.com