Chp 3: Brand positioning
as the brand image
*The brand position is not the same as ____.*
Passion
- the likelihood that any one person repeatedly talks about the brand.
Reach
- the number of unique "authors" relative to the total number of mentions.
Sentiment
- the ratio of positive mentions to negative mentions.
Blue Ocean Strategy
An approach where firms seek to create and compete in uncontested "blue ocean" market spaces, rather than competing in spaces and ways that have attracted many, similar rivals. aims to change an existing "red" market where competitors vie for marginal advantages into a "blue" market where an entering brand changes the competitive playing field by introducing new salient attributes.
Is our brand positioned closer to the consumers' preferences (ideal points)? Is our brand image stronger than competition? Can we win on price? If not, consider an alternative position.
Analyze the strengths and weaknesses of the relevant competitors for the top-ranked positioning. Assess whether there is sufficient competitive advantage over these competitors to win over consumers:
traditional media (print and broadcast)
As a consequence, communicating a brand's position is mostly done through _____ where the message can be more carefully controlled.
points of parity
Associations that are not necessarily unique to the brand but may be shared with other brands
the brand promise.
At the same time, the brand identity sets a limit to how far away the positioning can go without compromising
Carhartt is a rugged workwear brand in the US whereas in the UK, it is a hip streetwear brand
Carhartt Ex
benefits and features (PODs) that constitute the basic promise of the brand to the target segment.
Communicating the brand position requires an ongoing effort which repeats and reinforces the intended position. The basic communication task is to present the
brand image (or price) rather than functional differentiation.
Consumer choice will be based on perceived differences in
Newspapers, radio:
Creating awareness of brand mainly, mostly useful for introductory deals and campaigns inducing trials, usually not see as positioning media.
word of mouth no control privacy intrusion dont sell! create communities add value
Dos and donts of social media
Television:
Good for communicating 1-2 PODs, introduce spokesperson. Many television commercials are produced with an eye to repetition on YouTube, leveraging awareness and helping create the brand image.
´Apple's brand position is not primarily based on functional needs, but emotional needs. ´In saturated markets it is the symbolic associations - not the functional associations - that convince potential customers. ´The symbolic associations are the important ones - and they are with the brand, not the product (although Apple talks about "insanely great" products). ´The same products from another brand miss the point: The products are good enough, the design as well - but the "right" brand name is missing.
Image-Based Positions: Apple Example
VERY LIMITING!! Brand image and brand personality allow the brand to be visualized in the minds of the consumer
Many brands try to position themselves on their identity Problem?
´This generates a ranking of the distance or "fit" between the brand position and the segments' ideal points.
Match specific brand strengths against the preferred ratings on the most important attributes for different segments or sub-segments.
Magazines:
Precise targeting of the intended audience and involved readers make magazines natural media for PODs and image creation. Magazines have also created a strong presence on-line, multiplying the audience.
focus on group or depth interviews
STEP 1: Identify the important attributes in the product category. How?
functional, psychological, and self-expressive attributes
STEP 1: Identify the important attributes in the product category. These should include:
likert scale
STEP 2: Create scale items for the most important attributes (3-5) for the major brands in your category
STEP 1: Identify the important attributes in the product category. STEP 2: Create scale items for the most important attributes (3-5) for the major brands in your category
Steps in creating a positioning map
less important.
The brand message also has to render negative PODs
favorable image, and lock in a position through the use of a slogan or mantra.
The brand message should stress positive PODs, using advertising and other communications to establish a
Value proposition
The brand's ____is the unique value it provides customers over competing brands. -brands should use this to secure their spot
credible positioning statement.
The core attributes that the brand identity reflects is the basis for a
Offering more of the same will extend the end-points of the axes (ex. more miles per gallon than before). Offering a new feature will introduce another salient attribute (ex. cameras in cell phones). Offering new combinations can change the whole space (ex. Internet capability on the cell phone).
The market can be disrupted in several ways depending on the new product attributes.
value proposition.
The positioning strategy derives from the brand's
discussion and try to provide useful and truthful content, adding value.
The solution is to accept the lack of control but participate in the
magazines television newspapers, radio
Traditional Media
The broader brand image can be retrieved by asking people - even non-users - how they view the brand.
When brands are not well differentiated, the brands are comparable on the subset of salient attributes and they will be positioned close together (e.g. men's suits, compact cars, wines, cell phones).
more precise sub-segments.
With today's detailed consumer data, it is possible to stay close to the users, and the target segment can be broken down into
Disruptive Positioning
a positioning strategy that changes the original positioning map. It typically involves the entry of a new brand that offers very new features.
Slogans
are short, easy to remember phrases used in advertising, usually devised by the creative arm of the ad agencies, sometimes aided by jingles. -Examples: "You deserve a break today" from McDonald's, "We bring good things to life" from GE, "Just do it" from Nike.
Salient Attributes
attributes considered important to consumers in the purchase decision process
google was just a mathematical term but now holds a LOT of significance through brand positioning
brand positioning example
Positioning statement
captures the desired brand position.
Mantras
communicate the essence of the brand, short statements which serve to focus the brand activities. -Examples: Nike's "Authentic Athletic Performance," Disney's "Fun Family Entertainment," and Audi's "Vorsprung durch Technik."
The brand position
depends on the subset of associations along which the brands compete - how the brands stack up on the salient attributes.
Digital Media
electronic devices and media platforms such as computers, cell phones, digital video, social networking sites, the Internet, video games, and virtual worlds that allow users to create, communicate, and interact with one another or with the device or application itself
apple
ex of disruptive positioning
The brand image
is the aggregate consumer perception of the brand. -Some of these associations benefit the brand. -Others detract from the brand, as negative associations.
multi-dimensional scaling
perceptual maps (2 maps; economy x performance and economy x convenience), brand perceptions, ideal values and evolutions -tale data and convert it into positioning maps -SPSS/SASS
points of difference and points of parity
positioning statement captures
functional attributes
the features and characteristics that are related to what the product actually does or is expected to do
strength
the percentage of mentions of the brand in the last 24 hours, relative to all mentions.
ideal points
the position at which a particular market segment's ideal product would lie on a perceptual map -consumers ideal preferences of the combination of attributes, shows us that different segments want different brands
Our brand is positioned towards (target segment) and offers a (product) that is superior in terms of (points of distinction relative to the competition).
the positioning statement follows a standard template
market segments
the relatively homogeneous groups of prospective buyers that result from the market segmentation process -brands try to market these segments
Target Segment
the subgroup (of the larger market) chosen as the focal point for a marketing program and advertising campaign What possible unfilled segment niches exist in the market place? Are there customer segments that could be served better?
relevant competitors
those brands that occupy a similar positioning.
points of difference
those characteristics of a product that make it superior to competitive substitutes can also have inferior points of difference
´Slogans are aimed at customers, mantras remind employees of "what the brand is about." ´Some mantras are used in advertising - e.g. Audi's "Vorsprung durch Technik" is used to establish the German image
what is the difference between slogans and mantras
self-expressive attributes
what the brand communicates about me
psychological attributes
what the brand means to me
brand positioning
´" is the act of designing a company's brand strategy to occupy a distinctive place in the mind of target consumers to maximize the potential benefit to the firm.
favorable beliefs and emotions about the brand.
´A "distinctive place in the mind" means that consumers remember the brand and have
"positioning map"
´A brand's "position" is typically shown in a ______ in two dimensions with the brand location marked relative to competing brands. -´The positioning map serves to identify what differentiates the brands.
BMW's position is aimed towards the driver who values performance and luxury in a car, and who needs a vehicle whose performance in terms of handling, driving comfort and acceleration is superior to other luxury cars, and whose luxury features are at least comparable to other luxury vehicles in the same class.
´A possible BMW positioning statement might be worded as follows:
´A standardized product will not always fit to the local consumers' preferences and needs.
´A standardized promotional message is unlike to be received the same in another country.
We help our customers who enjoy driving succeed by offering the best handling cars on the road. Unlike other cars, the technology and engineering in a BMW ensure the best handling cars and the most enjoyable drives, as demonstrated by outstanding quality scores and the highest buyer loyalty in the automobile market.
´BMW might frame a possible value proposition as follows:
´This is why Levi's jeans can be sold as luxury items in some markets and as a regular active lifestyle brand elsewhere - even though nothing about the products and the promotions might have changed.
´Consequently, even a globally standardized campaign for a product such as Levi's jeans will not place the brand into the same position in each market.
brand equity.
´Lack of awareness and familiarity with a brand outside the target segment lowers its ___
social value (including prestige, status) of the brand.
´Perceptions outside the target segment are important for the
Nielsen Buzzmetrics, Brandwatch.com, and Pulsar TRAC.
´Research agencies that collect and analyze social media data include
little or no
´The brand manager has ______ control over these messages - potentially jeopardizing the intended position.
competitive advantages segment of the market.
´The objective of the selection in targeting a brand is to maximize the _____ of the brand for a significant _____
brand's position even though the product and the messages stay the same.
´The position of a brand may not differ very much between consumers in the same market. ´The consumers would see the promotional messages for each brand in the market. ´But across markets, especially international markets, there can be differences in a
non-target members
´The relevant position of a brand is specifically that perceived by the target segment members. ´Still, a well-known brand will also have a position among ___
positioning map
´The tool managers use to accomplish the positioning task is a mental map of consumers' minds. The ______ shows where the competing brands are located based on how the brands are scored by consumers on important attributes.
´(1) the target segment ´(2) the relevant competitors ´(3) the salient attributes to stress when positioning the brand
´Three major factors to consider when selecting a brand's target position.
strength sentiment passion reach
´Typical brand tracking measures (from www.socialmention.com):
co-considered and more likely to compete for the same consumer.
►Brands that are closer to each other on the map are more likely to be
I prefer full bodied beer i prefer an exclusive beer -NOTE: not focusing on one brand but on generalities
►To add consumer preferences into the map, respondents are asked to indicate what kind of beer they prefer. For example:
