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MBM Ch.7

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MBM Ch.7
Product Positioning, Branding MBM6
and Product Line Strategies
Chapter 7
1971 1987
1992 2011
Why would Starbucks change it’s logo in 2011?
Chapter 7 Objectives
● Product Positioning
& Positioning Strategies
● Branding and Brand Management Strategies
● Product Line Strategies
Copyright Roger J. Best, 2012
Product Positioning, Branding MBM6
and Product Line Strategies
Chapter 7
Product Positioning & Positioning
Strategies
In this section we will focus on different approaches to product positioning.
Copyright Roger J. Best, 2012

MBM6 Starbucks Brand Strategy Chapter 7
Core Brand
Branded Product Lines
The new logo frees Starbucks from a pure coffee brand and allows for other products to evolve under the new brand logo.
Copyright Roger J. Best, 2012

Intel Product Positioning Strategy
MBM6
Chapter 7
Year Introduced
Mid 2000’s Late 1990’s
Early 1990’s
2000
What is the logic behind the Intel’s Product Positioning? Why is Celeron a Fighter Brand?
Copyright Roger J. Best, 2012

Black & Decker Positioning Strategy
MBM6
Chapter 7
Black & Decker (B&D) owns DeWalt.
Why don’t they use B&D with the DeWalt brand name?
Copyright Roger J. Best, 2012

Repositioning Strategy
Marketing Performance Tool 7.1
Loctite Quick Metal
Copyright Roger J. Best, 2012

MBM6 Nike Product Positioning Chapter 7
Product positioning has many elements. Explain how each play a role in Nike’s product position and market share.
Copyright Roger J. Best, 2012

Samsung – Repositioning Strategy
MBM6
Chapter 7
Copyright Roger J. Best, 2012

Positioning Strategies
MBM6
Chapter 7
Name a different company that has built it’s positioning strategy around one of the five area of positioning shown above.
Copyright Roger J. Best, 2012

MBM6 Nike Shoe Positioning Chapter 7
Which product
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