Download slides and course outline at: www.caad.au.edu - AD3112
AD3112
By A.Autcha Sudhankitara (A. JIG)
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Brand Positioning

Brand positioning refers to ‘determining desired brand knowledge
structures’ (Keller, 2008: 98).

Brand positioning refers to determining the part of the brand
identity that is to be actively communicated to the target audience.

‘Brand positioning is at the heart of marketing strategy’ (Keller,
2008: 98). ‘Good brand positioning helps to guide marketing strategy
by clarifying what a brand is all about, how it is unique and how it is
similar to competitive brands, and why consumers should purchase
and use it’ (Keller, 2008: 98).

Brand position refers to ‘the standing of a brand in comparison with
its competitors in the minds of customers, prospects, and other
stakeholders’ (Duncan, 2008: 75).

Brand position refers to ‘the part of the brand identity that is to be
actively communicate to the target audience” (Aaker, 1996, p. 71; p.
176).
The Changing of Brand Positioning
+
Brand Positioning Analysis
 1. Self
Analysis
 2. Competitive
Analysis
 3. Subset
Analysis
 4. Target
Analysis
+ Brand Positioning Analysis
1. Self Analysis
Self Analysis is the
process to find our
brand identity and
associations and
what are our previous
brand positions.
BRAND POSITIONING ANALYSIS
2. COMPETITIVE ANALYSIS
Competitive Analysis: In this analysis what we need to know is
who are our competitors? (Competitor Identification)
Competitors 
BRAND POSITIONING ANALYSIS
2. COMPETITIVE ANALYSIS
When you analyze your
competitors, what you need
to know?
1. Direct or Indirect
Competitors ?
2. What are the competitors’
brand identities and
associations?
3. What are the competitors’
previous brand positions?
BRAND POSITIONING ANALYSIS
3. SUBSET ANALYSIS
Points of difference (PODs) refers to ‘attributes or benefits that
consumers strongly associate with a brand, positively evaluate, and
believe that they could not find to the same extent with a competitive
brand’ (Barwise & Meehan as cited in Keller, 2008: 107)
‘Points of parity (POPs) refers to ‘attributes or benefits that are not
necessarily unique to the brand but may in fact be shared with other
brands’ (Keller, 2008: 109).
BRAND POSITIONING ANALYSIS
3. SUBSET ANALYSIS
Consumers’ actual brand choices
often depend on the perceived
uniqueness of brand associations’
(Keller, 2008: 108).
BRAND POSITIONING ANALYSIS
4. TARGET ANALAYSIS
‘Identifying the consumer target is important because different
consumers may have different brand knowledge structures and
thus different perceptions and preferences for the brand’ (Keller,
2008: 99).
Method:
1. Gathering the Target Insights by using ‘Segmentation
bases’
2. What are the PODs that the target prefer?
Segmentation Bases
1. Descriptive or customer-oriented: what kind
of person or organization the customer is.
(Who? Consumers Vs. Buyers)
2. Behavioral or product-oriented: how the
customer thinks of or uses the brand or
product. (depend on product category)
1. Descriptive or Consumer oriented
Who?
Consumers Vs. Buyers
1.1 Consumer Segmentation Bases
1.2 Business-to-business Segmentation Bases
1.1 Consumer Segmentation Bases
•
•
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Behavioral
User status
Usage rate
Usage location
Brand loyalty
Benefit sought
Demographic
Income
Age
Sex
Race
Family
• Psychographic
- Value, opinion, and attitudes
- Activities and lifestyle
• Geographic
- International
- Regional
1.2 Business-to-business
Segmentation Bases
•
•
-
Nature of good
Kind
Where used
Type of buy
Buying condition
Purchase location
Who buys
Type of buy
•
-
Demographic
Number of employees
Number of production workers
Annual sale volume
Number of establishments
2. Behavioral or product-oriented
1.
2.
3.
4.
Ex. Product: Toothpaste
The sensory segment: seeking flavor and product appearance.
The sociable: Seeking brightness of teeth
The worriers: seeking decay prevention
The independent segment: seeking low price
BRAND POSITIONING ANALYSIS
4. TARGET ANALAYSIS
Brand personality refers ‘the set of human characteristics
associated with a given brand’ (Aaker, D., 1996, p. 141).
There are 5 major dimensions of brand personality known as
the Big Five which are as following:

Sincerity brands are those which makes caring image towards customers
by showing honesty, wholesome and Cheer.
Link: Bear brand milk http://www.youtube.com/watch?v=C9ZY9yGutyw

These type of products promote daring, imaginative and
adventurous environment and target people which are
experiencers.
Link Marlboro TVC Ad: http://www.youtube.com/watch?v=-FkoZZ63ZkM

Competence reflects that these brands are famous and successful
in market. These products attract customers because they are
reliable and intelligent.
“MAKE IT GREAT”

Sophisticated brands are those brands, which target upper class
and have charming look. They promote executives and decent
style.

Rugged brands are seen as outdoorsy and tough.
BrandAsset Valuator Archetypes
• Y&R Advertising Agency as cited in Solomon, 2011: 245)
BrandAsset Valuator Archetypes
Brand Personality Model (cont.)
Self-expression Model: Brand personality can help create a selfexpressive benefit that becomes a vehicle for the customer to express
his or her own personality.” (Aaker, 1996, p. 83)
Brand Personality Model
Relationship Basis Model: As human personalities affect relationships
between people, brand personality can be the basis of a relationship
between the customer and the brand.” (Aaker, 1996, p. 84)
For example, relationship metaphors:
 A weekend fun companion: COKE
 A person who you respect: IBM or the Wall street journal
THE BRAND POSITIONING
STATEMENT
Brand positioning statement is A statement that describe the “place” that brand
should occupy in the minds of target consumers. How brand is seen in the
marketplace. Focuses on what is unique to the brand.
According to Franzen and Moriarty (2009: 168), the brand positioning
can be verbalized in a statement, containing the following 7 elements
1. Target or customer group
2. Product category
3. Brand name
4. Benefit
5. Competitors
6. Reasons
7. Brand personality
THE BRAND POSITIONING
STATEMENT
7 elements of Brand positioning statement
To _______________ (target customer group) buying _______________
(product category), the brand _______________ (brand name) offers
_______________ (benefit) over _______________ (competitors). The
reason is _______________ (reasons why). The brand personality can be
described as _______________ (brand personality).
Assignment 3
Brand Positioning and Brand Personality
•
•
•
1.
Marks Allocation = 10%
Group Members = 2-4 peoples
Task:
Choose 3 existing “product brands” with the same product
category.
2. Analyze the brand identity and brand associations of your chosen
“product brands”.
3. Conduct a subset analysis to identify the POPs and PODs of your
chosen product brands.
4. Create your product brand's Positioning Statement. (Choose only
one product brands that your target prefer POD)
• Prepare = Keynote or PowerPoint presentation
• Duration = 10 minutes/Group