Crafting the Brand Positioning (Kotler Keller)
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This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
Crafting the Brand Positioning (Kotler Keller)
- 1. Chapter 10 CRAFTING THE BRAND POSITIONING (Kotler-Keller) Asri Nur Aini Budi Santoso
- 2. Chapter Questions • How can a firm choose and communicate an effective positioning in the market? • How do marketers identify and analyze competition? • How are brands succesfully differentiated?
- 3. What is Positioning? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
- 4. Value Propositions • Volvo – The safest, most durable wagon in which your family can ride • Domino’s – A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
- 5. Defining Associations Points-of-difference (PODs) • Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity (POPs) • Associations that are not necessarily unique to the brand but may be shared with other brands
- 6. Conveying Category Membership • Announcing category benefits • Comparing to exemplars • Relying on the product descriptor
- 7. Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste vs. Low calories • Nutritious vs. Good tasting • Powerful vs. Safe • Strong vs. Refined • Ubiquitous vs. Exclusive • Varied vs. Simple
- 8. Differentiation Strategies • Employee • Channel • Image • Services
- 9. Emotional Branding • Mystery draws together stories, metaphors, dreams, and symbols • Sensuality keeps five sense • Intimacy means emphaty, commitment and passion