Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Brand Positioning
Pertemuan 9
Outline
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Membangun dan Mengkomunikasikan Brand Positioning
Nilai Brand Positioning
Positioning Guidelines
Brand Mantra
Identifying and Establisihing Brand
Positioning
Basic Concepts:
• The CBBE models describes the general process by which
marketers should build brand knowledge structure to create
brand equity
• How marketer might determine desired brand meaning or
positioning
Positioning
Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target market.
Brand Positioning
Is at the heart of marketing strategy. It is “the act of designing
the company’s offer and image so that it occupies a district
and valued palace in the target’s customer minds.
Marketer needs to know:
• Who the target consumer is
• Who the main competitor are
• How the brand is similar to these competitors
• How the brand is different from them
Target Market
• Identfying the target market
• Defining and segmenting a market
• Choosing target market segments
Market: Is the set of actual and potential buyers who have
sufficient interset in, income for, and access to a product
Market segmentation: Devide the market into distinct
Positioning
Writing a Positioning Statement
Mountain Dew: To young, active
soft-drink consumers who have
little time for sleep, Mountain Dew
is the soft drink that gives you
more energy than any other brand
because it has the
highest level of caffeine.
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
PODs and POPs
Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product
descriptor
POD’s
Definition: Are attributes or benefits that consumer
strongly associate with a brand, positively evaluate,
and believe that they could not find the same extent
with a competitive brand.
POP’s
On other hand,are not neccesarily unique to the brand but may
in fact be shared with other hands.
Types: Category & Competitive
Category points: Represent neccesary but not neccesarily
sufficient – conditions for brand choice
Competitive points: Are those associations designed to
negate competitor’s point of difference
Choosing POD’S
• Desirability Criteria:
(Relevance, Disctinctiveness, Believibility)
• Deliverability Criteria:
(Feasibility, Communicability, Sustainability)
Brand Mantra
Brand mantra is an articulation of the “heart and soul” of the
brand, a short three to five word phrase that capture the
irrefutable essence or spirit of the brand positioning.
Designing Brand Mantra :
• Brand function
• Descriptive modifier
• Emotional Modifier
Consideration:
• Communicate  Should be define the category of business
to set the brand boundaries and clarift what is unique about
the brand
• Simplify  A brand mantra should be memorable
• Inspire  Should also stake out ground that is personally
meaningfull and relevant to as many employess as possible.