Brand Positioning Harvard Publishing Core Curriculum Jill Avery

Brand Positioning Harvard Publishing Core Curriculum Jill Avery & Sunil Gupta

Brand positioning stakes out a piece of mental real estate in the consumer’s mind. BRAND POSITIONING Equatorial trade winds purify the water Supports charity with every purchase Drawn from natural sources in France Bottled from the public water supply? ? ?

BRAND POSITIONING What’s the lesson here? Even water can be differentiated.

BRAND POSITIONING What’s the difference between a position and a positioning statement? POSITIONING STATEMENT Image source: spottedbynormanncopenhagen. com Image source: wallpaperwidehd. blogspot. com

BRAND POSITIONING How is a positioning statement used? It’s a strategic guide developed for an internal audience to guide the tactical execution of the brand. Tactical execution includes the brand elements, images, slogans, and campaigns used to promote the brand.

BRAND POSITIONING It contains four components. FOR WHOM? FOR WHEN? FOR WHERE? Describes a specific target segment. WHAT VALUE? Straightforward description of the value from the customer’s perspective. Economic – Functional – Experiential– Social WHY &HOW? Evidence to support the value statement. RELATIVE TO WHOM? A brief description of the firm’s competitive set.

BRAND POSITIONING The four components combined comprise the brand positioning statement. TO (target segment) IS THE (category/competitive set) THAT (value proposition / what can customer’s expect BECAUSE (supporting evidence / reasons to believe) , (firm/product) .

BRAND POSITIONING Applied to our water example…. TO millennial consumers who are socially conscious, Ethos IS THE brand among bottled waters THAT cares about solving the clean water crisis BECAUSE it donates 5 cents for every bottle sold to clean water initiatives.

BRAND POSITIONING Develop positioning statements for Pedialyte’s 2 target segments. Teams 1 - 4 Teams 5 - 9

BRAND POSITIONING The 3 Cs method can help you develop a brand positioning statement. Consumer Analysis Competitive Analysis Company Analysis Relevant Distinctive Feasible Resonant Defensible Favorable Realistic Durable Faithful

BRAND POSITIONING Consumer Analysis Relevant Resonant Realistic

BRAND POSITIONING Competitive Analysis Distinctive Defensible Durable

CORE CURRICULUM Text-Mining and Perceptual Mapping of the Car Industry BRAND POSITIONING

BRAND POSITIONING Company Analysis Feasible Favorable

BRAND POSITIONING The four components combined comprise the brand positioning statement. TO (target segment) IS THE (category/competitive set) THAT (value proposition / what can customer’s expect BECAUSE (supporting evidence / reasons to believe) , (firm/product) .