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
