With Duane Weaver
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Brand Positioning
Differentiation
Marketer’s Brand Positioning Levers
Brand Positioning Process
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Images source: http://www.brandsoftheworld.com (January 29, 2012)
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Place Brand occupies in customers’ minds as
it relates to their needs and available
competitors’ offerings and…
Marketers’ decision making intended to
create this position
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PHYSICAL POSITIONING
e.g.: Ex. 7.2
limitation – physical alone does not give clear insight into
“customers’ minds” positioning.
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PERPETUAL POSITIONING
relates to “benefits provided”
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Get into your teams and discuss examples of
brands that you see competitively positioned.
Provide a Brand example for each of the
following levers that describes how they have
established differentiation using that lever.
1.
2.
3.
4.
Simple physical
Complex physical
Essentially abstract
Price
1.
Identify relevant set of competitive products
2.
Identify determinant attributes
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Features
Benefits
Parentage
Manufacturing process
Ingredients
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Endorsements
Comparison
Proenvironment
Price/quality (and any more trade-offs?)
3.
Collect Data -- CUSTOMER PERCEPTIONS
4.
Analyze Current Brand Positions
5.
Customers’ Most Preferred Combination of Attributes
6.
Consider Fit of Positions with Customer Needs and Segment Attractiveness
7.
Positioning Statement or Value Proposition to Guide Marketing Strategy
Positioning grid, Value Curve, Marketing Opportunities, Constraints
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Team Time – work on pitches
◦ FOCUS and PURPOSE
◦ CONTENT
 PRAGMATIC/SUCCINCT/PROFESSIONAL
◦ PRESENCE
◦ PRACTICE
◦ PLAN B and C