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Chapter 3

Chapter 3 - Brand Positioning

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Ryerson University
MKT 510
Ida Berger

Wk. 2 – Ch. 3 – Brand Positioning Lecture on: September 11, 2012 Identifying and Establishing Brand Positioning - Basic concepts: o Brand positioning: act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind o Marketers need to know:  Who the target consumer is  Who the main competitors are  How the brand is similar to these competitors  How the brand is different from them - Target market: o Market: set of all actual and potential buyers who have sufficient interest in, income for, and access to a product o Market segmentation: divides the market into distinct groups of homogenous consumers o Segmentation bases:  Descriptive or customer-oriented  Behavioural or product-oriented  Other segmentation approaches are based on customer loyalty  Convertible  Shallow  Average  Entrenched  Also can be based on nonusers:  Strongly unavailable  Weakly unavailable  Ambivalent  Available  Also have the funnel approach, where marketers want to understand:  The percentage of target market that is present at each stage  Factors facilitating or inhibiting the transition to the next stage o Criteria:  Identifiable  Size  Accessibility  Responsiveness - Nature of competition o Based on target, channel of distribution, resources, capabilities, intentions, etc. - Points of parity and points of difference: o PODs: attributes or benefits you cannot find with another brand. Similar to the concept of unique selling proposition (USP) and sustainable competitive advantage (SCA) o POPs: there are two types – category POPs and competitive POPs  Category POPs: conditions for brand choice, this is what consumers expect from the generic product level  Competitive POPs: designed to negate competitor’s PODs. If a brand can “break even” in those areas where its competitors are trying to find an advantage and can achieve advantages in other areas, they are solid Positioning guidelines - Defining and communicating the competitive frame of reference o For brands with limited resources: develop marketing strategy that establishes category membership prior to one that s
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