Marketing Management: Crafting the Brand Positioning
Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha logo copy.tif
SUMMARY by
11
Chapter
Crafting the Brand Positioning
This chapter illustrates how a firm can choose an effective positioning in the market and differentiate its brand. It describes the various strategies a firm can employ at each stage of a products life cycle and finally shows the implications of Market evolution for marketing
Positioning:
Positioning is the act of designing the company’s offering and image to occupy
strategies.
Developing and Communicating a Positioning
Strategy
Category Membership:
products or set of products with which the brand
competes and which function as close substitutes.
a distinctive place in the minds of the
Points of Difference (POD):
target market.
associate with a brand, positively evaluate and believe they could not find to the same extent
Positioning requires
in another brand.
determining on a
Points of Parity (POP): They are associations that are not unique to the brand
frame of reference
but in fact maybe shared with other brands. It has two forms:
based on the
•
Category Points of Parity: Associations customers view as essential to a legitimate and credible offering within a certain product or service category.
following factors:
•
1. Identifying the
Attributes or benefits consumers strongly
Competitive Points of Parity: Associations designed to negate a competitor’s pointsof-difference.
target market.
2. Analyzing the competition. Choosing POPs and PODs
POPs: They are driven by the needs of category membership (to create category POPs) and the necessity of negating competitors’ PODs (to create competitive PODs)
PODs: The following two criteria are considered while choosing POP’s
Desirability Criteria
Deliverability Criteria
Relevance
Distinctiveness
Believability
Feasibility
Communicability
Sustainability
Chapter
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha logo copy.tif
SUMMARY by
11
Chapter
Crafting the Brand Positioning
This chapter illustrates how a firm can choose an effective positioning in the market and differentiate its brand. It describes the various strategies a firm can employ at each stage of a products life cycle and finally shows the implications of Market evolution for marketing
Positioning:
Positioning is the act of designing the company’s offering and image to occupy
strategies.
Developing and Communicating a Positioning
Strategy
Category Membership:
products or set of products with which the brand
competes and which function as close substitutes.
a distinctive place in the minds of the
Points of Difference (POD):
target market.
associate with a brand, positively evaluate and believe they could not find to the same extent
Positioning requires
in another brand.
determining on a
Points of Parity (POP): They are associations that are not unique to the brand
frame of reference
but in fact maybe shared with other brands. It has two forms:
based on the
•
Category Points of Parity: Associations customers view as essential to a legitimate and credible offering within a certain product or service category.
following factors:
•
1. Identifying the
Attributes or benefits consumers strongly
Competitive Points of Parity: Associations designed to negate a competitor’s pointsof-difference.
target market.
2. Analyzing the competition. Choosing POPs and PODs
POPs: They are driven by the needs of category membership (to create category POPs) and the necessity of negating competitors’ PODs (to create competitive PODs)
PODs: The following two criteria are considered while choosing POP’s
Desirability Criteria
Deliverability Criteria
Relevance
Distinctiveness
Believability
Feasibility
Communicability
Sustainability
Chapter