Brand Positioning & Values
Chapter 3
Target Market
Consumer Aggregates
Current users
Potential users
Competitive users
Consumer Segments
Behavioral
Dem/psych/geo
Taxonomy of Users
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Social or personality types
Different wants and needs
Identity profiles
Health club users
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Muscle Mike
Stylin’ Susan
Lookin’ Lucy
Sweating Sam
Zombie Zoe
Points of Difference & Parity
Difference
• Strong, favorable, unique
• Attribute or benefit
Parity
• Shared with other brands
• Important for brand extensions
Competitive Positioning Strategy
Brand category focus
Central Position - market leader, me-too
• Differentiated position - new feature, combo
Creative Positioning Strategy
Advertising focus
User as hero - social attributes; special TM
• Product as hero - brand benefit, brand
character
Objective-based positioning
• Brand awareness
Prominent visuals
• Brand attitude
Political focus
Purchase Motivation Strategy
• Negative - informational
Dental floss
• Positive - transformational
Hair color
Means-End Chain:
Toothpaste
Attributes
Fluoride
Generic
Baking soda
Mint
No additives
Benefits
no cavities
low cost
whitening
nice breath
natural
Value
health
economy
beauty
social
ecology
Brand Mantra
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Built upon core brand values
Makes a core brand promise
Heart and soul of brand
3-5 word phrases
Generates spirit of the brand
Helps position the brand
Mantra terms: Nike & Disney
• Brand function - nature of product or
service; performance, entertainment
• Descriptive modifier - specific functions;
athletic performance, family entertainment
• Emotional modifier - how brand delivers
benefits; authentic, fun
Your brand mantra
• Brand function
• Descriptive modifier
• Emotional modifier
Positioning Politicians
Category
Coffee
Technology
Auto
Retail
Fast food
Campaign
Bush
Dunkin Donuts
IBM
Ford
Kmart
McDonalds
Old Reliable
Kerry
Starbucks
Apple
BMW
Target
Subway
Challenger
ZMAT
• Read brand focus 9.0
• Select a minimum or 12 images from magazines, photos,
etc that represents your thoughts and feelings about your
favorite brand
• Put the images together in a collage that communicates
your subconscious thoughts and feelings about the brand
• Bring your collage to class with stories of how each visual
feeling connects you to the brand