Brand Positioning Strategy in IMC X Category Need Y What is it? User Brand Awareness Who is it for? Z Brand Benefit(s) What does it offer? Brand Attitude
Hierarchical Categorical Structure Beverages Nonalcoholic Alcoholic Soft drinks Waters Coffee Milk Fruit juice Tea Other Cola Noncola Regular Diet
I-D-U Positioning Rule (Applied for the High-Importance Benefits) • Emphasize the brand’s unique benefits • Mention its equal benefits • And trade off or omit its inferior benefits
Multiattribute Strategies for Brand Attitude Attitudeb = (Bbi x Ei) Qs: what strategy could we use to increase consumers’ attitude toward a brand?
The A-B-E Micromodel of Benefit Focus • Attribute focus • Benefit focus from an attribute: a b • Benefit focus: b • Benefit focus from an emotion: e- b • Emotion focus from a benefit: b e+ • Pure emotion focus: e+
Conditions in the A-B-E Micromodel of Benefit Focus Attribute (A) focus • Expert target audience • Intangible service • As an alternative to emotion focus for homogeneous-benefit brands Benefit (B) focus • Brand with hard-to-imitate benefit • Negatively motivated (informational) brand: e-b • “Logical” attack on entrenched emotional-based attitude: a b Emotion (E) focus • Brand with easy-to-imitate benefits • Positively motivated (transformational) brand brand: b e+ or e+ • “Emotional” attack on entrenched attribute- or benefit-based attitude: e-b
Positioning Statement Format: “Long” Version 1. To (the target audience, Y)/ 2. _______ is the (central or differentiated) brand of (category need, X)/ 3. That offers (brand benefit or benefits, Z). The advertising for this brand: a. should emphasize (benefit or benefits, U, uniquely delivered) with (a, b, or e) focus, b. must mention (benefits or benefits, I, important “entry tickets”) c. and will omit or trade off (benefit or benefits, D -, inferior-delivery benefits).