kotler_mm_14e_10_ippt.ppt

1. 10
Crafting the
Brand Positioning
1

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What is Positioning?
Positioning is the act of designing the company’s
offering and image to occupy a distinctive place in
the mind of the target market.

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Value Propositions
 Perdue Chicken
 More tender golden chicken at a moderate
premium price
 Domino’s
 A good hot pizza, delivered to your door
within 30 minutes of ordering, at a moderate
price

4. Figure 10.1a Perceptual Map:
Current Perceptions
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5. Figure 10.1b Perceptual Map:
Possibilities
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6. Differentiation Strategies
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7. Means of Differentiation
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Employee
Channel
Image
Services

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Personnel Differentiation:
Singapore Airlines

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Channel Differentiation

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Image Differentiation

11. Market Share, Mind Share,
and Heart Share
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