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March 2013

Marketing Concept:

Crafting the Brand Positioning

Story within grasp…

Defining Associations

Points-of-difference (PODs)

Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand

Points-of-parity (POPs) Associations that

are not necessarily unique to the brand but may be shared with other brands

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Differentiation Strategies

1. Product2. Channel3. Personnel4. Image

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Brand Positioning can be represented by a gesture of our hand…

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Brand Positioning for dummies

Our palm represents the market..

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The thumb is pointing away from the others We call this Points-of-difference(PODs)

Our four fingers are all pointing upwards sharing one direction.We can call this Points-of-parity(POPs)

Brand Positioning for dummies

In order to position our brand in the market, we need to grasp or ppic any of the four strategy

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Four knuckles represent the four strategies

Brand Positioning for dummies

Surprisingly, our thumb also pointthe result of our choices!

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Thumbs Up if we do it right!A positive sign = good sales and increase market share

Thumbs Down if we

do it wrong! A negative sign =

bad sales and decrease market

share

Brand Positioning for dummies