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Anna Imperial
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CHAPTER 10: Crafting the Brand Positioning Anna Samantha Decastro Imperial ASMPH Top 10 Concepts
Outline: Crafting Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Outline: Crafting Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Concept 1: POSITION your brand! Be distinct! Positioning Competitive Frame of Reference Points of Parity Points of Difference Establishing Category Membership
Positioning ,[object Object],[object Object],[object Object]
[object Object],[object Object],Concept 2: Competitive Frame of Reference
Competitive Frame of Reference ,[object Object],[object Object],[object Object]
Concept 3: Points of Parity vs. Points of Difference ,[object Object],[object Object],[object Object],[object Object],Which beer are you?
Points of Parity vs. Points of Difference ,[object Object],[object Object],[object Object],[object Object]
Points of Parity vs. Points of Difference ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],Concept 4: Category Membership
Category Membership ,[object Object],[object Object],[object Object],[object Object]
Category Membership (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Category Membership (2) ,[object Object],[object Object],[object Object],[object Object]
Category Membership (3) ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Concept 5: Straddle Positioning Performance + Luxury = BMW
Straddle Positioning ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Concept 6: Differentiation Strategies
Differentiation Strategies ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Concept 7: Product Life Cycle
Product Life Cycle ,[object Object]
Product Life Cycle
Product Life Cycle ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 8: Marketing Strategies
Marketing Strategies ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Concept 9: Market and Product Modification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OR Heinz Vinegar: Condiment AND Cleaner
Market and Product Modification ,[object Object],[object Object],[object Object],[object Object]
Market and Product Modification ,[object Object],[object Object],[object Object]
Concept 10: Market Evolution Emergence Decline Maturity Growth ,[object Object],[object Object],[object Object],[object Object]
Market Evolution ,[object Object],[object Object],[object Object]
Outline: Crafting Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Outline: Crafting Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
My Conclusion: 21 st century marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Crafting the Brand Positioning Anna Samantha Decastro Imperial ASMPH Top 10 Concepts

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10 chapter 10 marketing report imperial

  • 1. CHAPTER 10: Crafting the Brand Positioning Anna Samantha Decastro Imperial ASMPH Top 10 Concepts
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  • 4. Concept 1: POSITION your brand! Be distinct! Positioning Competitive Frame of Reference Points of Parity Points of Difference Establishing Category Membership
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  • 34. Crafting the Brand Positioning Anna Samantha Decastro Imperial ASMPH Top 10 Concepts