CHAPTER 10
CRAFTING THE
BRAND
POSITIONING
Angelyn dela Cruz
MBA 505
Marketing Management
how can a firm develop and establish an
effective positioning in the market?
Learning
Objectives
how do marketers identify and analyze
competition?
how are brands successfully
differentiated?
BRAND
POSITIONING
the act of designing a company's
offering and image to occupy a
distinctive place in the minds of the
target market
Value proposition
DEVELOPING BRAND POSITIONING
Understanding Positioning and Value Proposition
VALUE
PROPOSITION
DEVELOPING BRAND POSITIONING
Understanding Positioning and Value Proposition
BRAND POSITIONING
FRAME OF REFERENCE
POINTS OF PARITY /
DIFFERENCE
BRAND MANTRA
CHOOSING COMPETITIVE FRAME OF REFERENCE
Identifying Potentital POD and POP
Competitive frame of reference
 defines which other brands a brand competes
with and which should thus be the focus of
competitive analysis
COMPETITIVE
FRAME OF
REFERENCE
 identifies and analyzes competitors
CHOOSING COMPETITIVE FRAME OF REFERENCE
Identifying Potentital POD and POP
CHOOSING COMPETITIVE FRAME OF REFERENCE
Identifying Potentital POD and POP
POINTS-OF-DIFFERENCE (PODs)
POINTS OF
DIFFERENCE
 Attributes / benefits that consumers strongly associate with a
brand, positively evaluate, and believe they could not find to the
same extent with a competitive brand
PODs CRITERIA
POINTS OF
PARITY
DESIRABLE
DELIVERABLE
DIFFERENTIATING
CHOOSING COMPETITIVE FRAME OF REFERENCE
Identifying Potentital POD and POP
POINTS-OF-PARITY (POPs)
POINTS OF
DIFFERENCE
 Attributes / benefits associations that are not necessarily unique
to the brand but may in fact be shared with other brands
POPs FORMS
POINTS OF
PARITY
CATEGORY
CORRELATIONAL
COMPETITIVE
CHOOSING COMPETITIVE FRAME OF REFERENCE
Identifying Potentital POD and POP
MULTIPLE FRAMES OF REFERENCE
STRADDLE POSITIONING
PODs
vs
POPs
CHOOSING COMPETITIVE FRAME OF REFERENCE
Identifying Potentital POD and POP
PODs
and
POPs
CHOOSING SPECIFIC
PODs and POPs
 Competitive advantage
 Means of differentiation
 Perceptual map
 Emotional branding
CHOOSING COMPETITIVE FRAME OF REFERENCE
Choosing Specific POPs and PODs
Perceptual Map
HIGH CAFFEINE
Pepsi
max Coke
zero
Coke
diet
Pepsi
light
Males,
15-30
yrs
Females
15-30
yrs
LOW IN
SUGAR
coke
pepsi
HIGH IN
SUGAR
30-50
years
5-15
years
50+
years
7-up
LOW IN CAFFEINE
fanta
BRAND
MANTRAS
COMMUNICATE
SIMPLIFY
INSPIRE
CHOOSING COMPETITIVE FRAME OF REFERENCE
Brand Mantras
ESTABLISHING
A BRAND
POSITIONING
ANNOUNCING
CATEGORY BENEFITS
COMPARING TO
EXEMPLARS
RELYING ON PRODUCT
DESCRIPTOR
ESTABLISHING A BRAND POSITIONING
EXAMPLES OF NEGATIVELY
CORRELATED ATTRIBUTES /
BENEFITS
COMMUNICATING
POPs and PODs
ESTABLISHING A BRAND POSITIONING
 Low-price vs High quality
 Taste vs. Low calories
 Nutritious vs. Good tasting
 Efficacious vs. Mild
 Powerful vs. Safe
 Strong vs. refined
 Ubiquitous vs. Exclusive
 Varied vs. Simple
VARIABLES IN ASSESSING POTENTIAL
COMPETITORS
 Share of Market
 Share of Mind
MONITORING
COMPETITION
ESTABLISHING A BRAND POSITIONING
 Share of Heart
Mind
Share
Market
Share
Public Awareness
and influence
Percentage of the
industry’s total sales
Heart
Share
Emotional bond with
customers
EMOTIONAL BRANDING
Market Share
Mind Share
Heart Share
2011
2012
2013
2011
2012
2013
2011
2012
2013
50%
47%
44%
60%
58%
54%
45%
42%
30%
30
34
37
30
31
35
44
47
53
20
19
19
10
11
11
11
11
8
Competitor A
Competitor B
Competitor C
ESTABLISHING A BRAND POSITIONING
1
Things we
already know
but worth
reviewing
BRAND
BRANDING
BRAND
IDENTITY
2
TAGLINE
SLOGAN
QUESTION
AND ANSWER:
My course in my undergraduate was IT,
I am currently working in the IT industry,
I already have an MIT degree,
and I am considering pursuing another
graduate program.
How can you convince me to pursue MBA
among others?
QUESTION
AND ANSWER:
Meta - Facebook is in an unbeatable and strong
brand positioning for more than a decade now
even though it faced privacy-related issues. Do
you think their brand position will stay on top
until 20 years from now?