Brand Positioning Brand Positioning Who takes a lickin
Brand Positioning
Brand Positioning Who. . . • “takes a lickin’ and keeps on tickin’”? • is brown, in “what can brown do for you today? ” • asked “where do you want to go today? ” Slide 2
Brand Positioning What is positioning? • the creation of an image of the product in the consumer’s mind • establishes what the product is, and sometimes what it is not • cannot please everyone Slide 3
Brand Positioning What is positioning? • marketers define positioning as creation of top-of-the-mind awareness of their product with consumers Slide 4
Brand Positioning Who. . . • Asks what’s in your wallet? • is “finger lickin’ good”? • is “everywhere”? • Wants you to “think outside the bun”? • Is “like a rock”? Slide 5
Positioning & Branding Slide 6 • by creating top-of-the-mind awareness, these companies have successfully positioned their product • You remember: • the slogan • the product • what it’s for
Brand positioning process Effective Brand Positioning requires identifying and communicating a brand's uniqueness and value. The brand positioning process involves: • Identifying the business's direct competition. • Understanding how each competitor is positioning their business today (e. g. claiming to be the fastest, cheapest, largest, the #1 provider, etc. ) • Comparing the company's positioning to its competitors' to identify viable areas for difference. • Developing a distinctive brand positioning statement, key messages and customer value propositions. Slide 7
Positioning & Market Mapping One method used to understand a products position is to create a market map. The market map illustrates the range of positions that a product can take in a market based on two dimensions that are important to customers. Examples of those dimensions might be: High price vs low price Basic quality vs High quality Low volume vs high volume Necessity vs luxury Light vs heavy Simple vs complex Lo-tech vs high-tech Young vs Old Slide 8
Positioning & Market Mapping The map below shows one possible way in which the chocolate bar market could be mapped against two dimensions – quality and price: Slide 9
Positioning & Market Mapping A market map is used to identify where there are “gaps in the market” – where there are customer needs that are not being met. For example, in the chocolate bar market: Divine Chocolate successfully spotted that some consumers were prepared to pay a premium price for very high quality chocolate made from Fair Trade cocoa. (fair trade wiki) Green & Black’s exploited the opportunity to sell premium chocolate made from organic ingredients. Both these brands successfully moved into the high quality / high price quadrant (see above) before too many competitors beat them to it. Slide 10
Types of Positioning
Types of Positioning • BENEFIT POSITIONING • TARGET POSITIONING • PRICE POSITIONING • DISTRIBUTION POSITIONING • SERVICE POSITIONING Slide 12
Types of Positioning BENEFIT POSITIONING • customers buy products that are beneficial • companies try to position products as giving benefits or solving problems • problem: benefits are quickly lost to competitors (ie Sony Pioneered the portable music player…) Slide 13
Types of Positioning TARGET POSITIONING • focus on positioning the product on a specific consumer segment (name some cereals – and intended market…) • problem: target markets are unpredictable; a product may lose favour with the target market; but gain with another (Blackberry – meant for Business, became popular with teens for BBM) Slide 14
Types of Positioning PRICE POSITIONING • offer either the highest- or lowest-priced item in a category • most expensive • luxury items may offer more status than quality (ie Rolex, Gucci) • Price may be associated with superior quality Example Mercedes Benz Slide 15
Types of Positioning PRICE POSITIONING • inexpensive • reduce features/services but, emphasize “good value” Effective Price Positioning: Wind Mobile • advertising product as similar to expensive ones may give perception of inferior quality Slide 16
Types of Positioning DISTRIBUTION POSITIONING • unique sales technique offers a different method of distribution • placing your product where no similar products are gives a unique distribution position Examples: - On-line book sales or e. Book downloads - Content downloaded to your TV… Slide 17
Types of Positioning SERVICE POSITIONING • giving the consumer added service gives the product unique service positioning • ie. open 24 hours, free coffee and newspaper during oil change, free delivery Slide 18
Types of Positioning Quick Assignment – with a partner Name products that are: 1. 2. 3. 4. 5. 6. Slide 19 Promoted for a specific benefit. Directly advertised to a specific group of people. The most or least expensive in their product market. Obtainable in a unique way. 5. Promoted by highlighting services that you get with the products. 6. Map one of your products using a quality/price Market map. (see Slide 9)
How to Position a Product Slide 20
Positioning Statements
The Positioning Statement Creating A Unique Brand Identity Goals: - Find a unique benefit. - Exploit that benefit to create a differentiation in the mind of the consumer. - Convince the consumer that your brand is Different, Better, Special. Slide 22
Life Currencies (for product focus) Slide 23 • • Money Information Time Energy Space Fun Fear
The Positioning Statement The end result of positioning is the creation of a marketfocused value proposition, a simple clear statement of why the target market should buy the product. Example: Volvo (station wagon) - Slogan -- Volvo. For Life. - Target customer - Safety conscious upscale families, - Benefit - Durability and Safety, - Price - 20% premium, - Value proposition - The safest, most durable wagon in . which your family can ride. Slide 24
The Positioning Statement A positioning statement should answer five questions: 1. 2. 3. 4. 5. Slide 25 What is it? Who is it for? What problem does it solve? What's the value? How is it different from others?
Quick Assignment: Complete the following for a familiar Product: Slide 26
Positioning statements are often tied to the product slogan… Slide 27
Positioning Statements in Slogans Can you name the company? 1. Ask a question Does she or doesn't she? Clairol 2. Suggest the cost of not using your product… Because so much is riding on your tires Michelin 3. Use a two-fold delivery with a twist Common sense. Uncommon results David Ingram and Associates 4. Use an imperative call to action Just do it Nike 5. Show your unique commitment We try harder Avis 6. Combine a feature and a benefit in the same phrase Make your self at home IKEA 7. Explain product superiority Takes a licking and keeps on ticking Timex 8. Turn a business maxim on its ear Think small Volkswagen Slide 28
Positioning Statements in Slogans Can you name the company? 9. Declare a superlative feature The world's #1 selling financial software Quicken 10. Use a cheeky call to action Let us tan your hide Crisby Frisian Fur Co. 11. Personify your product Laughs at time Du. Pont(paint) 12. . Link a well-known phrase with your product benefit Understanding comes with Time magazine 13. Make a compelling promise The world on time Federal Express 14. Describe your product in a novel way Liquid jewelry Lorr Labs (nail polish) 15. Use an emotive call to action Reach out and touch someone AT&T 16. Revisit a familiar call to action (play on another slogan) Reach out and bust someone Crime Stoppers Slide 29
Positioning Statements in Slogans Can you name the company? 17. Distil your businesss into one phrase The Document Company Xerox Corp. 18. Brag about yourself We take the world's greatest pictures Nikon 19. Be whimsical It's the real thing Coca-Cola 20. Link a product feature with an abstract need A diamond Is forever De. Beers 21. Use an evocative call to action Put a tiger in your tank ESSO 22. Tie your slogan to your logo Get a piece of the Rock Prudential Insurance. 23. Use alliteration Soothes. Cleanses. Refreshes. Murine Co. (eyedrops) Slide 30
Positioning Assignment Add a “positioning Statement” to your Logo, Slogan, Brand name assignment. Slide 31
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