positioning 2007

23
Crafting the Brand Positioning

Upload: shiran-elmalem

Post on 17-Oct-2014

867 views

Category:

Documents


4 download

TRANSCRIPT

Page 1: Positioning 2007

Crafting the Brand Positioning

Page 2: Positioning 2007

Brand Identity and Brand Image

Brand Positioning

Page 3: Positioning 2007

“To position a product/service in the minds of consumers relative to competitors”

Ries and Trout

Page 4: Positioning 2007

A ‘reason to be’

“The brand has to be distinctive, relevant and appealing to its target audience”

Robbertson 2000

Page 5: Positioning 2007

Positioning Levels By attribute - Omo , Dove, Volvo

Page 6: Positioning 2007
Page 7: Positioning 2007

By price/quality - Mr Price, Woolworths

Page 8: Positioning 2007

By use/application

Page 9: Positioning 2007

By product user - Diesel, Chivas Regal

Page 10: Positioning 2007
Page 11: Positioning 2007

By competitor - Avis, e-tv

Page 12: Positioning 2007

By cultural symbols - Castrol, Sasol, Vodacom

Page 13: Positioning 2007

Source of Motivation?

Positioning grid

News - local & global Sport - types? Financial matters Entertainment Trends & happenings Community Jobs

Page 14: Positioning 2007

Positioning - The Process

1. Points of Parity?

The frame in which we are competing!

E.g. SubwaysDove

Page 15: Positioning 2007

2. Point of Difference?

“Announce the frame of reference but compete on point/s of difference.” - Keller

RelevantCompelling

BelievableDeliverable

Difficult to attack

Page 16: Positioning 2007

3. Craft the Brand Positioning Statement

Relevant, differentiated and single-minded!

Plato - Deep within everything is the idea of that thing (essence)

The “defining idea” Moon 2000

Page 17: Positioning 2007

5. Integration

Experienced at every point of contact - over time

Page 18: Positioning 2007

Adding Further Differentiation Differentiation

– Differentiation criteria:• Important• Distinctive• Superior• Preemptive• Affordable• Profitable

Page 19: Positioning 2007

Differentiation Tools– Performance Quality– Conformance Quality– Durability– Reliability– Reparability– Style– Design: The Integrating Force

Services Differentiation– Ordering Ease

Page 20: Positioning 2007

Differentiation Tools– Delivery

• Quick response system– Installation – Customer Training– Customer

Consulting– Maintenance

and Repair

HP’s online HP’s online support pagesupport page

Page 21: Positioning 2007

Differentiation Tools– Miscellaneous Services

Personnel Differentiation• Competence• Courtesy• Credability• Reliability• Responsiveness• Communication

Page 22: Positioning 2007

Differentiation Tools Channel Differentiation Image Differentiation

• Identity• Image

– Symbols, Colours, Slogans, Special Attributes

– Physical plant– Events and Sponsorship– Using Multiple Image-Building Techniques

Page 23: Positioning 2007

Client Briefs Agency Brand Team

Present to ClientAmend until ready to execute

Review Creative/ mediaAmend until ready to presentConceptualiseBrief

Creative and Media

Review Strat internally and with Client

Development of Communication Strategy

Anticipate briefing for next Campaign

Start Again!

Monitor, measure, amend if necessary to ensure

effective communication

Execute and ImplementCampaign

3. Language usage