Brand Positioning
Brand Positioning
Who...
• “takes a lickin’ and keeps on
tickin’”?
• is brown, in “what can brown do
for you today?”
• asked “where do you want to go
today?”
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Brand Positioning
What is positioning?
• the creation of an image of the
product in the consumer’s mind
• establishes what the product is,
and sometimes what it is not
• cannot please everyone
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Brand Positioning
What is positioning?
• marketers define positioning as
creation of top-of-the-mind
awareness of their product with
consumers
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Brand Positioning
Who...
• Asks what’s in your wallet?
• is “finger lickin’ good”?
• is “everywhere”?
• Wants you to “think outside the
bun”?
• Is “like a rock”?
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Positioning & Branding
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• by creating top-of-the-mind
awareness, these companies have
successfully positioned their
product
• You remember:
• the slogan
• the product
• what it’s for
Brand positioning process
Effective Brand Positioning requires identifying and
communicating a brand's uniqueness and value.
The brand positioning process involves:
• Identifying the business's direct competition.
• Understanding how each competitor is positioning their
business today (e.g. claiming to be the fastest, cheapest,
largest, the #1 provider, etc.)
• Comparing the company's positioning to its competitors' to
identify viable areas for difference.
• Developing a distinctive brand positioning statement, key
messages and customer value propositions.
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Positioning & Market Mapping
One method used to understand a products position is to create a
market map. The market map illustrates the range of positions that a
product can take in a market based on two dimensions that are
important to customers.
Examples of those dimensions might be:
High price vs low price
Basic quality vs High quality
Low volume vs high volume
Necessity vs luxury
Light vs heavy
Simple vs complex
Lo-tech vs high-tech
Young vs Old
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Positioning & Market Mapping
The map below shows one possible way in which the
chocolate bar market could be mapped against two
dimensions – quality and price:
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Positioning & Market Mapping
A market map is used to identify where there are “gaps in the market” –
where there are customer needs that are not being met.
For example, in the chocolate bar market:
Divine Chocolate successfully spotted that some consumers were prepared
to pay a premium price for very high quality chocolate made from Fair
Trade cocoa. (fair trade wiki)
Green & Black’s exploited the opportunity to sell premium chocolate made
from organic ingredients. Both these brands successfully moved into the
high quality / high price quadrant (see above) before too many competitors
beat them to it.
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Types of Positioning
Types of Positioning
•BENEFIT POSITIONING
•TARGET POSITIONING
•PRICE POSITIONING
•DISTRIBUTION POSITIONING
•SERVICE POSITIONING
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Types of Positioning
BENEFIT POSITIONING
• customers buy products that are
beneficial
• companies try to position products as
giving benefits or solving problems
• problem: benefits are quickly lost to
competitors (ie Sony Pioneered the portable music player…)
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Types of Positioning
TARGET POSITIONING
• focus on positioning the product on a
specific consumer segment
(name some cereals – and intended market…)
• problem: target markets are
unpredictable; a product may lose
favour with the target market; but
gain with another
(Blackberry – meant for Business, became popular with teens for BBM)
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Types of Positioning
PRICE POSITIONING
• offer either the highest- or lowest-priced
item in a category
• most expensive
• luxury items may offer more status
than quality (ie Rolex, Gucci)
• Price may be associated with superior
quality
Example Mercedes Benz
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Types of Positioning
PRICE POSITIONING
• inexpensive
• reduce features/services but,
emphasize “good value”
Effective Price Positioning: Wind Mobile
• advertising product as similar to
expensive ones may give perception
of inferior quality
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Types of Positioning
DISTRIBUTION POSITIONING
• unique sales technique offers a different
method of distribution
• placing your product where no similar
products are gives a unique distribution
position
Examples:
- On-line book sales or eBook downloads
- Content downloaded to your TV…
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Types of Positioning
SERVICE POSITIONING
• giving the consumer added service gives
the product unique service positioning
• ie. open 24 hours, free coffee and
newspaper during oil change, free
delivery
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Types of Positioning
Quick Assignment – with a partner
Name products that are:
1.
2.
3.
4.
5.
6.
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Promoted for a specific benefit.
Directly advertised to a specific group of
people.
The most or least expensive in their product
market.
Obtainable in a unique way.
Promoted by highlighting services that you
get with the products.
Map one of your products using a
quality/price Market map. (see Slide 9)
How to Position a Product
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Positioning Statements
The Positioning Statement Creating A Unique Brand Identity
Goals:
- Find a unique benefit.
- Exploit that benefit to create a differentiation
in the mind of the consumer.
- Convince the consumer that your brand is
Different, Better, Special.
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Life Currencies
(for product focus)
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•
•
•
•
•
•
•
Money
Information
Time
Energy
Space
Fun
Fear
The Positioning Statement
The end result of positioning is the creation of a marketfocused value proposition, a simple clear statement of
why the target market should buy the product.
Example:
Volvo (station wagon)
- Slogan -- Volvo. For Life.
- Target customer - Safety conscious upscale families,
- Benefit - Durability and Safety,
- Price - 20% premium,
- Value proposition - The safest, most durable wagon in
. which your family can ride.
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The Positioning Statement
A positioning statement should answer five
questions:
1.
2.
3.
4.
5.
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What is it?
Who is it for?
What problem does it solve?
What's the value?
How is it different from others?
Quick Assignment:
Complete the following for a familiar Product:
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Positioning statements
are often tied
to the product slogan…
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Positioning Statements in Slogans
Can you name the company?
1. Ask a question
Does she or doesn't she?
2. Suggest the cost of not using your product…
Because so much is riding on your tires
Clairol
Michelin
3. Use a two-fold delivery with a twist
Common sense. Uncommon results
David Ingram and Associates
4. Use an imperative call to action
Just do it
Nike
5. Show your unique commitment
We try harder
Avis
6. Combine a feature and a benefit in the same phrase Make your self at home
7. Explain product superiority
Takes a licking and keeps on ticking
8. Turn a business maxim on its ear
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Think small
Timex
Volkswagen
IKEA
Positioning Statements in Slogans
Can you name the company?
9. Declare a superlative feature The world's #1 selling financial software Quicken
10. Use a cheeky call to action
Let us tan your hide
11. Personify your product
Laughs at time
Crisby Frisian Fur Co.
DuPont(paint)
12. .Link a well-known phrase with your product benefit
Understanding comes with Time
Time magazine
13. Make a compelling promise The world on time
14. Describe your product in a novel way
15. Use an emotive call to action
Federal Express
Liquid jewelry
Lorr Labs (nail polish)
Reach out and touch someone
16. Revisit a familiar call to action (play on another slogan)
Reach out and bust someone
Crime Stoppers
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AT&T
Positioning Statements in Slogans
Can you name the company?
17. Distil your businesss into one phrase
18. Brag about yourself
The Document Company
We take the world's greatest pictures
19. Be whimsical
It's the real thing
20. Link a product feature with an abstract need
21. Use an evocative call to action
22.Tie your slogan to your logo
23.Use alliteration
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Nikon
Coca-Cola
A diamond Is forever
Put a tiger in your tank
Get a piece of the Rock
Soothes.Cleanses.Refreshes.
Xerox Corp.
DeBeers
ESSO
Prudential Insurance.
Murine Co.(eyedrops)
Positioning Assignment
Add a “positioning Statement” to
your Logo, Slogan, Brand name
assignment.
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