Brand Positioning & Values

Chapter 3

Target Market

Consumer AggregatesCurrent usersPotential usersCompetitive users

Consumer Segments Behavioral

Dem/psych/geo

Taxonomy of Users

• Social or personality types• Different wants and needs• Identity profiles• Health club users

– Muscle Mike– Stylin’ Susan– Lookin’ Lucy– Sweating Sam– Zombie Zoe

Points of Difference & Parity

Difference• Strong, favorable, unique• Attribute or benefitParity• Shared with other brands• Important for brand extensions

Competitive Positioning Strategy

Brand category focusCentral Position - market leader, me-too

• Differentiated position - new feature, combo

Creative Positioning Strategy

Advertising focus

User as hero - social attributes; special TM

• Product as hero - brand benefit, brand character

Objective-based positioning

• Brand awarenessProminent visuals

• Brand attitudePolitical focus

Purchase Motivation Strategy

• Negative - informationalDental floss

• Positive - transformationalHair color

Means-End Chain:Toothpaste

Attributes Benefits ValueFluoride no cavities healthGeneric low cost economyBaking soda whitening beautyMint nice breath socialNo additives natural ecology

Brand Mantra

• Built upon core brand values• Makes a core brand promise• Heart and soul of brand• 3-5 word phrases• Generates spirit of the brand• Helps position the brand

Mantra terms: Nike & Disney

• Brand function - nature of product or service; performance, entertainment

• Descriptive modifier - specific functions; athletic performance, family entertainment

• Emotional modifier - how brand delivers benefits; authentic, fun

Your brand mantra

• Brand function• Descriptive modifier• Emotional modifier

Positioning Politicians

Category BushKerryCoffee Dunkin Donuts StarbucksTechnology IBM AppleAuto Ford BMWRetail Kmart TargetFast food McDonalds SubwayCampaign Old Reliable Challenger

ZMAT• Read brand focus 9.0• Select a minimum or 12 images from magazines, photos,

etc that represents your thoughts and feelings about your favorite brand

• Put the images together in a collage that communicates your subconscious thoughts and feelings about the brand

• Bring your collage to class with stories of how each visual feeling connects you to the brand