9

Crafting the Brand

Positioning
 Chapter Questions

 How can a firm develop and establish an

effective positioning in the market?
 How do marketers identify and analyze
competition?
 How are brands successfully differentiated?
 What are the differences in positioning and
branding with a small business?

9-2
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
What Is Positioning?

9-3
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Value Propositions

9-4
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Competitive Frame of Reference

 Identifying Competitors
 Analyzing Competitors

9-5
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Table 9.2 Customer Ratings
of Competitors

9-6
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
 Defining Associations
Points-of-difference Points-of-parity
Attributes or benefits Associations that are
consumers strongly not necessarily unique
associate with a to the brand but may
brand, positively be shared with other
evaluate, and believe brands
they could not find to
the same extent with a
competitive brand

9-7
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Point-of-Difference Criteria

Desirable to consumer

Deliverable by company

Differentiating from competitors

9-8
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
POP versus POD

9-9
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Figure 9.1a Perceptual Map:
Current Perceptions

9-10
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Figure 9.1b Perceptual Map:
Possibilities

9-11
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Brand Mantras

9-12
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Designing a Brand Mantra

Communicate

Simplify

Inspire

9-13
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Constructing a
Brand Positioning Bull’s-Eye

9-14
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
 Conveying Category Membership

 Announcing category benefits

 Comparing to exemplars
 Relying on the product descriptor

9-15
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
 Examples of Negatively Correlated
Attributes and Benefits
 Low-price vs. High  Powerful vs. Safe
quality  Strong vs. Refined
 Taste vs. Low  Ubiquitous vs.
calories Exclusive
 Nutritious vs. Good  Varied vs. Simple
tasting
 Efficacious vs. Mild

9-16
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Differentiation Strategies

9-17
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Means of Differentiation

Employee

Channel

Image

Services

9-18
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Emotional Branding

Strong culture

Communication style

Emotional hook

9-19
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Market Share, Mind Share,
and Heart Share

9-20
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Brand Narratives and Storytelling

Elements of narrative branding

•Brand story
•Consumer journey
•Visuals
•Engaging the Senses
•Role in Consumer Life

9-21
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
 For Review

 How can a firm develop and establish an

effective positioning in the market?
 How do marketers identify and analyze
competition?
 How are brands successfully differentiated?
 What are the differences in positioning and
branding with a small business?

9-22
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.