With Duane Weaver Brand Positioning Differentiation Marketer’s Brand Positioning Levers Brand Positioning Process Images source: http://www.brandsoftheworld.com (January 29, 2012) Place Brand occupies in customers’ minds as it relates to their needs and available competitors’ offerings and… Marketers’ decision making intended to create this position PHYSICAL POSITIONING e.g.: Ex. 7.2 limitation – physical alone does not give clear insight into “customers’ minds” positioning. PERPETUAL POSITIONING relates to “benefits provided” Get into your teams and discuss examples of brands that you see competitively positioned. Provide a Brand example for each of the following levers that describes how they have established differentiation using that lever. 1. 2. 3. 4. Simple physical Complex physical Essentially abstract Price 1. Identify relevant set of competitive products 2. Identify determinant attributes 3. Features Benefits Parentage Manufacturing process Ingredients • • • • Endorsements Comparison Proenvironment Price/quality (and any more trade-offs?) Collect Data -- CUSTOMER PERCEPTIONS Analyze Current Brand Positions Positioning grid, Value Curve, Marketing Opportunities, Constraints 4. Customers’ Most Preferred Combination of Attributes 5. Consider Fit of Positions with Customer Needs and Segment Attractiveness 6. Positioning Statement or Value Proposition to Guide Marketing Strategy Team Time – work on pitches ◦ FOCUS and PURPOSE ◦ CONTENT PRAGMATIC/SUCCINCT/PROFESSIONAL ◦ PRESENCE ◦ PRACTICE ◦ PLAN B and C