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Brand Positioning
- 2. Overview
© Sameer Mathur 2
A) Defining Brand Positioning
B) Determining a Frame of Reference
C) Points of Parity (POP) & Difference
(POD)
- 3. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
3
© Sameer Mathur
Harshit Khaitan
BTech, IIT Kanpur
3
- 4. Brand Positioning
“. . . the act of designing the
company’s offer and image so
that it occupies a distinct and
valued place in the target
customer’s minds.”
Philip Kotler
© Sameer Mathur 4
- 5. POP’s & POD’s
• Attributes or benefits that
consumers strongly associate with
a brand
• Positively evaluated
• Belief that they cannot find to the
same extent with a competitive
brand
POD’s
• Not necessarily unique to the brand
• May in fact be shared with other
brands.
POP’s
© Sameer Mathur 5
- 7. Determining a frame of reference
Point of
Difference(PODs)
Point of Parity(POPs)
© Sameer Mathur 7
- 8. 4 Steps:
1. Who the target consumer is
2. Who the main competitors are
3. How the brand is similar to these
competitors
4. How the brand is different from them
Determining a frame of reference
© Sameer Mathur 8
- 10. Competitive Frame of Reference
Defining it for brand positioning is to
determine category
membership.
Inform consumers of a brand’s
membership before stating its point of
difference in relationship to other
category members
© Sameer Mathur 10
- 14. Choosing POP’s & POD’s
Desirability
criteria
Consumer
perspective
1. Personally
relevant
2. Distinctive and
superior
3. Believable and
credible
© Sameer Mathur 14
- 15. Choosing POP’s & POD’s
Deliverability
criteria
Firm
perspective
1. Feasible
2. Profitable
3. Pre-emptive,
defensible, and
difficult to attack
© Sameer Mathur 15
- 16. Summary
© Sameer Mathur 16
A) Defining Brand Positioning
B) Determining a Frame of Reference
C) Points of Parity (POP) & Difference
(POD)