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Chapter
10
Crafting the
Brand Positioning
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Learning Objectives
1. How can a firm develop and establish an effective
positioning in the market?
2. How do marketers identify and analyze
competition?
3. How are brands successfully differentiated?
4. How do firms communicate their positioning?
5. What are some alternative approaches to
positioning?
6. What are the differences in positioning and
branding for a small business?
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Developing a Brand Positioning
• Positioning
– The act of designing a
company’s offering and
image to occupy a
distinctive place in the
minds of the target
market
– Value proposition
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Value proposition
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Competitive Frame
of Reference• Competitive frame of reference
– Defines which other brands a brand competes
with and which should thus be the focus of
competitive analysis
– Identifying and analyzing competitors
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Competitive Frame
of Reference
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Points-of-Difference
and Points-of-Parity• Points-of-difference
(PODs)
– Attributes/benefits that
consumers strongly
associate with a brand,
positively evaluate,
and believe they could
not find to the same
extent with a
competitive brand
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• POD criteria
Points-of-Difference
and Points-of-Parity
Desirable
Deliverable
Differentiating
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Points-of-Difference
and Points-of-Parity• Points-of-parity (POPs)
– Attribute/benefit associations that are not
necessarily unique to the brand but may in
fact be shared with other brands
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• POP forms
Points-of-Difference
and Points-of-Parity
Category
Correlational
Competitive
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Pop vs. pod
• Multiple Frames of
Reference
• Straddle Positioning
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Points-of-Difference
and Points-of-Parity• Choosing specific
POPs and PODs
– Competitive
advantage
– Means of
differentiation
– Perceptual map
– Emotional
branding
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Points-of-Difference
and Points-of-Parity• Brand mantras
Communicate
Simplify
Inspire
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Establishing a Brand Positioning
• Communicating category membership
Announcing category benefits
Comparing to exemplars
Relying on product descriptor
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Brand-positioning
bull’s-eye
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Communicating
POPs and PODs• Negatively correlated attributes/benefits
Low price vs. high quality
Taste vs. low calories
Powerful vs. safe
Ubiquitous vs. exclusive
Varied vs. simple
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MONITORING COMPETITION
• Variables in assessing
potential competitors
– Share of market
– Share of mind
– Share of heart
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ALTERNATIVE APPROACHES
TO POSITIONING• Brand narratives and
storytelling
– Setting
– Cast
– Narrative arc
– Language
• Cultural branding
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Positioning/Branding
for A Small Business
• Find compelling product
performance advantage
• Focus on building one or
two strong brands based
on one or two key
associations
• Encourage product trial in
any way possible
• Develop cohesive digital
strategy to make the brand
“bigger and better”
• Create buzz and a loyal
brand community
• Employ a well-integrated
set of brand elements
• Leverage as many
secondary associations as
possible
• Creatively conduct low-cost
marketing research
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