The document discusses branding and brand positioning. It covers developing a brand positioning by defining the value proposition and competitive frame of reference. It also discusses communicating points of difference and parity, brand mantras, establishing positioning, and monitoring competition. The role of brands for consumers is to reduce risk, simplify decisions, and become part of their identity, while for firms it simplifies operations and creates loyalty and competitive advantage.
The document discusses branding and brand positioning. It covers developing a brand positioning by defining the value proposition and competitive frame of reference. It also discusses communicating points of difference and parity, brand mantras, establishing positioning, and monitoring competition. The role of brands for consumers is to reduce risk, simplify decisions, and become part of their identity, while for firms it simplifies operations and creates loyalty and competitive advantage.
The document discusses branding and brand positioning. It covers developing a brand positioning by defining the value proposition and competitive frame of reference. It also discusses communicating points of difference and parity, brand mantras, establishing positioning, and monitoring competition. The role of brands for consumers is to reduce risk, simplify decisions, and become part of their identity, while for firms it simplifies operations and creates loyalty and competitive advantage.
The document discusses branding and brand positioning. It covers developing a brand positioning by defining the value proposition and competitive frame of reference. It also discusses communicating points of difference and parity, brand mantras, establishing positioning, and monitoring competition. The role of brands for consumers is to reduce risk, simplify decisions, and become part of their identity, while for firms it simplifies operations and creates loyalty and competitive advantage.
S.Pattuglia Advanced Marketing a.y. 2017-2018 Nov. 29th and Dec. 4th First Part
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THE INNOVATIVE MARKETING 2
Figura 6 – Il marketing innovativo
Co- Co-Marketing HIGH TECH HIGH TOUCH. Marketing Mix INTEGRATED MARKETING ACTIO COMMUNICATION. THE BRAND RE- Azioni NS JUVENATION. THE CASE OF FIAT 500 Event Event SHO LONG Selling Breve Lungo Planning BrandBrand Management management RT termine TERM termine Management Management TERM ANALYSIS THE CASE OF FERRAGAMO. Analisi
EVENT MANAGEMENT, SELLING, BRANDING
Targeting GENERATIONAL COHORTS. THE CASE “MAPPING THE EXPERIENCE”: OF APPLE TOUCH POINTS, CUSTOMER C.CRM R. M.
Positioning The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market Value proposition
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SOME Exs. Value proposition 4
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Competitive Frame of Reference 5
Competitive frame of reference
Defines which other brands a brand competes with and which should thus be the focus of competitive analysis Identifying and analyzing competitors
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Competitive Frame of Reference 6 (KSF)
E=EXCELLENT G=GOOD F=FAIR P=POOR
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Points-of-Difference (PODS) 7 and Points-of-Parity (POPS) Points-of-difference (PODs)Attributes/benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand
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POINTS OF DIFFERENCE criteria 8
Desirable
Deliverable
Differentiating
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Points-of-Difference and Points-of-Parity 9
Points-of-parity (POPs) Attribute/benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands
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Points-of-Difference 10 and Points-of-Parity Choosing specific points of parity and poins of dif- ference Competitive advantage Means of differentiation Perceptual map Emotional branding
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Brand mantras 11
Communicate Simplify Inspire A brand mantra is a three- to five-word articulation of the heart and soul of the brand and is closely related to other branding concepts like “brand essence” and “core brand promise.”
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Establishing a Brand Positioning 12
Communicating category membership
Announcing category benefits
Comparing to exemplars
Relying on product descriptor
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Brand-positioning bull’s-eye. 13 Ex.Starbucks
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Communicating points of parity and points of difference 14
Negatively correlated attributes/benefits
Low price vs. high quality
Taste vs. low calories Powerful vs. safe Ubiquitous vs. exclusive Varied vs. simple
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Monitoring Competition 15
Variables in assessing potential competitors Share of market Share of mind Share of heart
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Alternative Approaches to Positioning 16
Brand narratives and storytelling
Setting Cast Narrative arc Language Cultural branding
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Positioning/Branding 17 for A Small Business 1. Find compelling product 5. Create buzz and a loyal performance advantage brand community 2. Focus on building one 6. Employ a well-integrated or two strong brands set of brand elements based on one or two 7. Leverage as many key associations secondary associations as 3. Encourage product trial possible in any way possible 8. Creatively conduct low- 4. Develop cohesive digital cost marketing research strategy to make the brand “bigger and better” S.Pattuglia Nov. 2017 Creating Brand Equity 18
Chapter 11 and integration
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How Does Branding Work? 19
American Marketing Association
A brand is “A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” Tangible and intangible features of the BRAND that is “INTANGIBLE ASSETS OF A FIRM”
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The role of brands 1 20
Brands’ role for consumers
Set and fulfill expectations
Reduce risk Simplify decision making Take on personal meaning Become part of identity
[Ebooks PDF] download The Pocket Guide to Equine Knots A Step by Step Guide to the Most Important Knots for Horse and Rider Skyhorse Pocket Guides Aadland full chapters
[Ebooks PDF] download The Pocket Guide to Equine Knots A Step by Step Guide to the Most Important Knots for Horse and Rider Skyhorse Pocket Guides Aadland full chapters
