BRAND POSITIONING CUSTOMER BASED BRAND EQUITY The differential

BRAND POSITIONING

CUSTOMER BASED BRAND EQUITY The differential effect that brand knowledge has on consumer response to the marketing of that brand (+) (-) when the consumer reaction is more favorable to the product and marketing effort when the brand is identified when the consumer reaction is less favorable to the product and marketing effort when the brand is identified

CRITERIA FOR SEGMENTATION DECISIONS • Identifiability : Can the segment identification be determined with ease? • Size : Justifiable sales potential? • Accessibility : Any special channel or media to reach the segment? • Responsiveness : Response to a tailored marketing program? PROFIT IS THE OVERRIDING CONSIDERATION

PROFITABILITY & BEHAVIOR • • LOYALS ROTATORS DEAL SELECTIVES PRICE DRIVENS

USERS BASED ON COMMITMENT • ENTRENCHE D • AVERAGE • SHALLOW • CONVERTIBL E

NONUSERS BASED ON OPENNESS TO CHANGE • Strongly unavailable • Weakly unavailable • Ambivalent • Available

NATURE OF COMPETITION • Closely related to target market decisions • Distribution channels • Resources of firm • Capabilities of firm • Current & future plans

POINTS OF DIFFERENCE Strong, favorable, unique brand associations ATTRIBUTE BENEFIT Positive Consumer Evaluation Similar to U SP

POINTS OF PARITY • Not unique but shared with other brands • Two forms: category and competitive • May change owing to Ø Technology Ø Legal developments Ø Consumer trends • “Zone of tolerance” • Easier to achieve than POD

POSITIONING GUIDELINES

DETERMINE CATEGORY MEMBERSHIP • Not an issue for well established brands • Difficult for Ø New products Ø Very hi-tech products • POD highlighted

COMMUNICATING CATEGORY MEMBERSHIP 1. Inform category benefits 2. Compare to exemplars 3. Rely on product descriptor

CHOOSING POP & POD I Desirability criteria • Relevance • Distinctiveness • Believability

CHOOSING POP & POD II Deliverability Criteria • Feasibility • Communicability • Sustainability

ESTABLISHING POP & POD • Separate attributes • Leverage equity of another entity • Redefine the relationship

UPDATING POSITIONING 1. LADDERING: To deepen the meaning of the brand to tap into core brand values or other abstract considerations • Repeatedly asking what an attribute or benefit means to the consumer

UPDATING POSITIONING 2. REACTING: Eliminating POD to make them POP or establishing new POD • Do nothing • Become defensive • Go on the offensive