Brand Positioning

Define competitive frame of reference

Target market

Nature of competition

Define desired brand knowledge structures

Points-of-parity: necessary - competitive

Points-of-difference: strong, favorable, and unique brand associations

Issues in Implementing Brand Positioning

•         Establishing Category Membership

Product descriptor

Exemplar comparisons

•         Identifying & Choosing POP’s & POD’s

    Desirability criteria (consumer perspective)

  Personally relevant

  Distinctive & superior

  Believable & credible

         Deliverability criteria (firm perspective)

  Feasible

  Profitable

  Pre-emptive, defensible & difficult to attack

•         Communicating & Establishing POP’s & POD’s

Create POP’s and POD’s in the face of attribute & benefit trade-offs

  Price & quality

  Convenience & quality

  Taste & low calories

  Efficacy & mildness

  Power & safety

  Ubiquity & prestige

  Comprehensiveness (variety) & simplicity

  Strength & refinement

•         Sustaining & Evolving POD’s & POP’s

Core Brand Values:

  Set of abstract concepts or phrases that characterize the 5-10 most important                 dimensions of the mental map of a brand.

  Relate to points-of-parity and points-of-difference

  Mental Map à Core Brand Values à Brand Mantra

Brand Mantras:

  A brand mantra is an articulation of the “heart and soul” of the brand.  Brand       mantras are short three to five word phrases that capture the irrefutable essence   or spirit of the brand positioning and brand values. 

  Nike: Authentic Athletic Performance

  Disney: Fun Family Entertainment