1 / 7

Differentiation and Brand Positioning

Differentiation and Brand Positioning. With Duane Weaver. Outline. Brand Positioning Differentiation Marketer’s Brand Positioning Levers Brand Positioning Process Images source: http:// www.brandsoftheworld.com (January 29, 2012). Brand Positioning.

leal
Télécharger la présentation

Differentiation and Brand Positioning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Differentiation and Brand Positioning With Duane Weaver

  2. Outline • Brand Positioning • Differentiation • Marketer’s Brand Positioning Levers • Brand Positioning Process • Images source: http://www.brandsoftheworld.com(January 29, 2012)

  3. Brand Positioning • Place Brand occupies in customers’ minds as it relates to their needs and available competitors’ offerings and… • Marketers’ decision making intended to create this position

  4. Differentiation • PHYSICAL POSITIONINGe.g.: Ex. 7.2limitation – physical alone does not give clear insight into “customers’ minds” positioning. • PERPETUAL POSITIONINGrelates to “benefits provided”

  5. Marketers’ Brand Positioning Levers • Get into your teams and discuss examples of brands that you see competitively positioned. Provide a Brand example for each of the following levers that describes how they have established differentiation using that lever. • Simple physical • Complex physical • Essentially abstract • Price

  6. Preparing Marketing Strategy FoundationBrand Positioning Process • Identify relevant set of competitive products • Identify determinant attributes • Features • Benefits • Parentage • Manufacturing process • Ingredients • Collect Data -- CUSTOMER PERCEPTIONSAnalyze Current Brand PositionsPositioning grid, Value Curve, Marketing Opportunities, Constraints • Customers’ Most Preferred Combination of Attributes • Consider Fit of Positions with Customer Needs and Segment Attractiveness • Positioning Statement or Value Proposition to Guide Marketing Strategy • Endorsements • Comparison • Proenvironment • Price/quality (and any more trade-offs?)

  7. THANK YOU FOR YOUR TIME • Team Time – work on pitches • FOCUS and PURPOSE • CONTENT • PRAGMATIC/SUCCINCT/PROFESSIONAL • PRESENCE • PRACTICE • PLAN B and C

More Related