Positioning - a Ries and Trout Perspective
Brand Positioning
Brand Positioning
Positioning is owning a piece of consumer’s mind, Positioning is not what you do to a product It’s what you do to the mind of the prospect You position the product in the prospect’s mind ‘It’s incorrect to call it Product Positioning’ – Ries & Trout
Brand Positioning is owning a piece of customer’s mind. It's not what a marketer does to its brand but how it is perceived in the mind of the customer. For this, a brand has to be distinctive, relevant and appealing to its target audience.
Examples of brand positioning:
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A brand-positioning task is to give the answers to the four questions: a) “a brand for what”; b) “a brand for whom”; c) “a brand for when”; and d) “a brand against whom”.
In order to position a brand, a marketer you must decide – - Who the target customer is?
- Who your main competitors are?
- Points-of-Parity (PoPs) and Points-of-Difference (PoDs) with respect to the competitors
Purpose
The purpose of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of prospects & customers in order to win loyal customers and ensure revenue and profits.
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Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
Once a firm has identified an appropriate segment of the market to target, the next task is to position the brand so that it meets the needs and wants of the target customers.
One way to do this is to use a “market map” (popularly known as the “perceptual map”). The market map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers.
Examples of those dimensions might be: ✓ High price v low price ✓ Basic quality v High quality ✓ Low volume v high volume ✓ Necessity v luxury ✓ Light v heavy ✓ Simple v complex ✓ Lo-tech v high-tech ✓ Young v Old
Example of a
Brand Positioning
Positioning is owning a piece of consumer’s mind, Positioning is not what you do to a product It’s what you do to the mind of the prospect You position the product in the prospect’s mind ‘It’s incorrect to call it Product Positioning’ – Ries & Trout
Brand Positioning is owning a piece of customer’s mind. It's not what a marketer does to its brand but how it is perceived in the mind of the customer. For this, a brand has to be distinctive, relevant and appealing to its target audience.
Examples of brand positioning:
[pic]
A brand-positioning task is to give the answers to the four questions: a) “a brand for what”; b) “a brand for whom”; c) “a brand for when”; and d) “a brand against whom”.
In order to position a brand, a marketer you must decide – - Who the target customer is?
- Who your main competitors are?
- Points-of-Parity (PoPs) and Points-of-Difference (PoDs) with respect to the competitors
Purpose
The purpose of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of prospects & customers in order to win loyal customers and ensure revenue and profits.
[pic]
Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
Once a firm has identified an appropriate segment of the market to target, the next task is to position the brand so that it meets the needs and wants of the target customers.
One way to do this is to use a “market map” (popularly known as the “perceptual map”). The market map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers.
Examples of those dimensions might be: ✓ High price v low price ✓ Basic quality v High quality ✓ Low volume v high volume ✓ Necessity v luxury ✓ Light v heavy ✓ Simple v complex ✓ Lo-tech v high-tech ✓ Young v Old
Example of a