Positioning
POSITIONING STRATEGY
POSITIONING
Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers
EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time
FOCUS OF POSITIONING
Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols
Jet Blue Airways
Focus on the benefits of Jet Blue
Mini Cooper
Focus
on the Competition
T2-6 Alaska Brewing Company
Focus on User
T2-7 Alaska Brewing Company
Las Vegas Convention and Visitors Authority
Focus on the Experience/Use – You can be Anyone
Lever Brothers (Snuggle)
Brand Positioning
Points-of-difference – unique brand values
Desirable Deliverable
Points-of-parity – shared brand values
Necessary Competitive
Cultural Symbol
BRAND RESONANCE PYRAMID
Stages of Brand Development
4. RELATIONSHIPS = 4. RELATIONSHIPS = What about you & me? What about you & me?
Branding Objective at Each Stage
INTENSE, INTENSE, ACTIVE LOYALTY ACTIVE LOYALTY
RESONANCE
3. RESPONSE = 3. RESPONSE = What about you? What about you?
JUDGMENTS
FEELINGS
POSITIVE, POSITIVE, ACCESSIBLE ACCESSIBLE REACTIONS REACTIONS
2. MEANING = 2. MEANING = What are you? What are you?
PERFORMANCE
IMAGERY
STRONG, FAVORABLE POINTS-OF-PARITY & UNIQUE BRAND & DIFFERENCE ASSOCIATIONS
1. IDENTITY = 1. IDENTITY = Who are you? Who are you?
SALIENCE
DEEP, BROAD DEEP, BROAD BRAND BRAND AWARENESS AWARENESS
Resonance
Whether customers feel that they are “in synch” with the brand
Intensity of psychological bond that customers have with the brand Level of activity engendered by this loyalty
Repeat purchase rates Seeking out brand information or other loyal customers
Salience
Depth of brand awareness
Recognition and recall
Performance
What the brand does to meet customers'
POSITIONING
Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers
EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time
FOCUS OF POSITIONING
Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols
Jet Blue Airways
Focus on the benefits of Jet Blue
Mini Cooper
Focus
on the Competition
T2-6 Alaska Brewing Company
Focus on User
T2-7 Alaska Brewing Company
Las Vegas Convention and Visitors Authority
Focus on the Experience/Use – You can be Anyone
Lever Brothers (Snuggle)
Brand Positioning
Points-of-difference – unique brand values
Desirable Deliverable
Points-of-parity – shared brand values
Necessary Competitive
Cultural Symbol
BRAND RESONANCE PYRAMID
Stages of Brand Development
4. RELATIONSHIPS = 4. RELATIONSHIPS = What about you & me? What about you & me?
Branding Objective at Each Stage
INTENSE, INTENSE, ACTIVE LOYALTY ACTIVE LOYALTY
RESONANCE
3. RESPONSE = 3. RESPONSE = What about you? What about you?
JUDGMENTS
FEELINGS
POSITIVE, POSITIVE, ACCESSIBLE ACCESSIBLE REACTIONS REACTIONS
2. MEANING = 2. MEANING = What are you? What are you?
PERFORMANCE
IMAGERY
STRONG, FAVORABLE POINTS-OF-PARITY & UNIQUE BRAND & DIFFERENCE ASSOCIATIONS
1. IDENTITY = 1. IDENTITY = Who are you? Who are you?
SALIENCE
DEEP, BROAD DEEP, BROAD BRAND BRAND AWARENESS AWARENESS
Resonance
Whether customers feel that they are “in synch” with the brand
Intensity of psychological bond that customers have with the brand Level of activity engendered by this loyalty
Repeat purchase rates Seeking out brand information or other loyal customers
Salience
Depth of brand awareness
Recognition and recall
Performance
What the brand does to meet customers'