3. Positioning + Communication

From what does brand attitude depend?

- It depends upon what the target audience wants now from the producto - It is based on cognitions/beliefs, feelings and evaluations (and intention to act some say)o - What someone knows is made of different beliefs - Brand attitude is a relative concept

Explain in what conditions can be used a user-oriented positioning

1. When a brand is marketed to a specific segment or niche 2. When the primary purchase motivation for the target audience is social approval

What is the X-YZ macro model of positioning?

1st: Connects the brand to the category need and says it is an X product -> brand market 2nd: Connects the brand with the chosen target audience - "Y product" -> brand - user positioning 3rd: connects the brand to a relevant purchase or usage motivations (via its benefits) -> brand benefit

What does a need establish?

A category -> category need What is it? -> brand awareness

What are the managerial options taking into account brand purchase intention.

Assume brand purchase intentions: will follow automatically when no promotion/offer is incorporated Generate brand purchase intentions: promotion offer is made

In what ways can a benefit be experienced?

Attribute (a): what the product has/is Benefit (b): what the customer wants emotion (e): what the customer feels

If the brand choice is made prior to the POP then the communication objective should be

Brand Recall

If the brand choice is made at the POP then the communication objective should be

Brand Recognition

What is smth that will be negative and subtract from personal attitude?

Brand out of stock Brand more expensive than the other brands

When is it appropriate to use an emotion focus strategy? b-> e // e_-> b

Brands with easy to imitate benefit b -> e+ Brands choice based on positive transformational motives e_-> b Emmotional attack on entrenched attribute: e_-> b

When is it appropriate to use an benefit focus strategy? e-> b // a-> b

Brands with hard to imitate benefit e_-> b : detergent ads a -> b: drugs and aids, teen smoking

What is the brand purchase intention?

Buyer's self-instruction to purchase the brand.

What is brand's purchase facilitation?

Buyerʼs assurance that other marketing factors, such as easy availability and ease of payment, will not inhibit purchase

How do brands seek differential advantage?

By answering: what does it offer (key benefit -> brand attitude) who is it for? (target customer/user)

What are the 4 concepts into the communication plan

Category need Brand awareness (recognition vs. recall vs. Brand recall boosted brand recognition) Brand attitude Brand purchase intention

In what 2 ways can brands be positioned in relation to the product category?

Centrally: If they are able to deliver in all main benefits of the category. Successful pioneer brands and me roo brand, if they have equal benefit delivery that can be identified by the buyer and the imitator, has a lower price offer representing a considerable economic value Differentially: It should find a unique or differentiated positioning highlighting a benefit different from the primary category benefit. Any brand that is not the centrally positioned market leader should follow this positioning

Recall: behaviour sequence model

Consumer is: away of the pop not looking at/or listening to a direct response ad -> target has to recall

What rule should be emphasized for high importance benefits?

Emphasize the most important, unique benefit Mention the entry ticket: equal benefits necessary to complete in the product category And if the brand has an inferior benefit it downsizes it.

What is brand recall boosted brand recognitionn

First persuade the buyer to recall the brand name and then only after look for and recognize the brand at the POP.

what does the IDU model stand for?

I: The attribute is important to the target audience D: the brand can deliver it (perceived ability of the brand) U: Uniqueness (better than other brands)

What is smth that will be positive and add up to personal attitude?

If the brand is available and there is a price reduction or attractive offer

in which circumstances is brand recognition considered?

Impulsive purchases: the brand remembered the consumer of a category need at the point of purchase.

What should be the communication objective when it is not obvious where / how to proceed with the purchase?

Incorporate facilitation content in marcoms as appropriate

What does positioning entail?

It identifies and defines the market you compete in and then seeks a differential advantage.

What should be the communication objective when the target consumer knows where and how to proceed with the purchase

Omite purchase facilitation

What are the negatively originated informational motivations?

Problem removal: target customer experiences a current problem and seeks a product or service that will solve the problem Problem avoidance: he target customer anticipates a future problem and seeks a product or service that will prevent the problem Incomplete satisfaction: the target is not satisfied with the current product and is motivated to search for a better one (new products) Mixed approach-avoidance Normal depletion - omitted for positioning Replenishment - try to maintain regular supply

What is the hierarchical partitioning of a product category?

Product category -> Sub - categories -> Sub - categories division -> brands

what kind of brand puchase intentions are there?

Propose (initiator) Recommend (influencer) Choose (decider) Buy (purchase) User

Who pays the major role in brands purchase facilitation

Retailers: to let the target customer know where the brand can be purchased and how it can be paid.

What are the positively originated transformational motivations?

Sensory gratification: search extra physiological enjoyment from the product (Häagen Dazs ice cream, feeling of driving a Porsche) Intellectual stimulation: search for extra psychological stimulation (Apple computers and design); the target seeks extra stimulation that is expected to deliver the feeling of mastery of the product or service Social approval: search for social reward, cosmetics, status goods (expensive watches, automobiles); the target sees an opportunity for personal recognition from others through use of the product

What are the types of brand attitudes?

Super belief: connects the brand to a purchase or usage motive which can be positively or negatively oriented. Specific benefit beliefs: in support of the overall super belief. These steam from the rational content but also have an emotional side Possible freestanding emotions: ads that attempt to imbue the brand with specific emotional associations because they are not connected to a belief. Choice Rule: buyers may learn or devlop ≠ choice rules such as first consider only the brands in a given price range and then choosing on overall attitude.

What do centrally positioned brands emphasise?

The generic category benefits

There's a necessary communication objective when

The target audience is making a high-involvement (risk) decision

When should the manager remind the buyer of a latent category need?

These applies to product categories tgat are infrequently purchased (like chocolates and ferrero)

Explain the product as a hero positioning

This approach focuses on the product's performance, defined by specific benefits related to the product.

Relate the customer's prior state of preference (unaware, negative/moderate/strong attitude, and any buyer) to a communication objective relative to the brand attitude and to a specific target

Unaware: create + brand attitude -> NCUs (if the product category is new) Negative attitude: change brand attitude (reposition) -> NCUs (if it is an existing product category that they dont wish to try) Moderate attitude: increase brand attitude -> FBS (to try them to become brand loyals) Strong attitude: maintain brand attitude -> BLs Any buyer: reposition (modify brand attitude) appealing to a ≠ motivation

What does the 1st link of the X-YZ model establish?

What the brand is -> brand awareness linkage

When is it appropriate to use an attribute focus strategy?

When experts are the target audience because they know the benefits. Intangible services: the more it requires tangible attributes in its promotion Alternative to emotion focus for homogeneous benefit brands: trivial attribute

When should the manager sell the category need?

When the target are NCUs

When should the manager omit category need?

When the target audience is someone who purchases frequently the product (BLs, FBs, OBS, OBL

What is the most difficult advertising situation is in what concerns changing brand attitude?

Where the target audience has a negative attitude toward the brand based on experience- based on previous trial and rejection.

What does the 2nd and 3rd link of the X-YZ model establish?

Who the brand is for / what it offers

User/product as a hero are 2 ways of creating

a brand attitude linking the brand identifier and the target customer/brands key benefit

If an ad says it is better tasting, within the a-b-e model:

b)

Brand awareness is a necessary precursor to

brand attitude

If the choice is made prior to the purchase but at the POP you still have to identify the packaging

brand recall boosted brand recognitionn

High involvement decisions (including promotion of otherwise LID) _______ brand action intentions

generate

The emphasis should be on the benefits/emotional consequences when the purchase motivation is ____/_____

negative / positive.

Low involvement decisions _______ brand action intentions

omit

what is the structure of a positioning statement

target frame of reference POD Reason to believe

If the associated motivation of purchase changes

then the brand attitude can change (basic vs. financial calculator). A brand that was suited before can no longer fine.

What does repositioning mean?

this means increasing your potential target market by appealing to a different motivation or reason for seeking certain benefits in the brand.

Brand recognition is usually a ____ process

visual