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1、,POSITIONING l Definition of“Positioning”l Essential elements of Positioning,BRAND POSITIONING l It is the way we want consumers to think about our brand.l It can be simply captured in the following statement:,l Effectively,it states the reason for the brands existence.l It therefore:-precedes the d
2、evelopment of all sub-strategies,and-provides a blueprint for the marketing and franchise-building of a brand,To,Brand X is the brand of(target group)that.(competitive framework)(benefit)The reason is.(reason-why),POSITIONING EXAMPLE(GATORADE),To active athletes of all ages and levels,Gatorade is(ta
3、rget group)the brand of thirst-quencher that(competitive framework)best satisfies deep thirst and replenishes fluids.(benefit)The reason is 1)Gatoradess scientifically proven formula and(reason-why)2)Endorsement by all major U.S.professional sports.,ESSENTIAL ELEMENTS OF BRAND POSITIONING,1.CONSUMER
4、 NEEDS 2.TARGET GROUP 3.COMPETITIVE FRAMEWORK4.BENEFIT5.FRASON-WHY6.BRAND CHARACTER,l Usually require market research to understand-their relative order of importance-how well current products deliver against theml Should be expressed in both physical(functional)and psychographic(emotional)terms.,CO
5、NSUMER NEEDS,ESSENTIAL ELEMENTS OF BRAND POSITIONING,l Make me Healthier“I want to drink something that will help me stay healthy”lWet My Mouth“I need a liquid thats not bad for me light taste and low in calories”lPick Me Up“Im fatigued,and I want a stimulant to pick me up and make me alert”lTreat M
6、y Taste Buds“Give me something that excites my mouth with flavor”lRefresh Me Guiltlessly“Im thirsty,and I want something that tastes good,but is also low in calories”lChill My Body“Im hot,tired,and thirsty,and I want something to cool me down”lRelax Me“Im at home in the evening,and I want to unwind
7、the evening,CONSUMER NEEDSSOFT DRINK CATEGORY EXAMPLES,It comprises the most likely prospects for a product.The prospects have a similar set of needs/concerns.The target group must also be determined by needs and concerns and not only by demographicsThe target deals with all potential users of a pro
8、duct,not limited to just a media target.,TARGET GROUP,COMPETITIVE FRAMEWORK,ESSENTIAL ELEMENTS OF BRAND POSITIONING,l The“framework”is a grouping of like products with which our product competes.l It answers the questions-“What does this product substitute for?”-“Where is its volume coming from?”l I
9、t must be consistent with the brands main benefit-In the Gatorade example we looked at The thirst-quenching benefit was consistent with a framework that included sports drinks and water,Its the most meaningful consumer benefit we want to own.It usually has 2 dimensions:functional,and emotional.The b
10、enefit must be consistent with the products physical attributes.It needs to create an impression of meaningful difference.,BENEFIT,l It is not always needed.l It adds credibility to the main benefit-It provides“sell”instead of just“tell”-It“permits”the point-of-difference(as in,“permission to believ
11、e”)l The reason-why may be product,people or experience related-Product design features-People User endorsement;expert-Experience Challenges and“acid tests”,REASON-WHY,BRAND CHARACTER,A.What is it?whereas“Competitive Framework”answers“what”your brand is,“Brand Character”addresses“who”your brand is.B
12、rand Character is the personage or personality of your specific brand.-Complexion-Temperament-Soul/SpiritBrand Character is a strategic element of positioning.,BRAND CHARACTER,B.What it isnt?It should not be confused with“tone”which can denote mood,style or manner of expression.tone is an executiona
13、l element.start with the concrete:-Identity celebrity who best characterizes your brand-Define personality characteristics of this celebrity-Identity those elements of personality you wish to establish for your brand consistent with the product features and“brand bundle.”,C.Why is Brand Character im
14、portant?differentiates brands with common features and benefits.-Assert meaningful differentiation.gives consumer an additional reason to choose your brand.-Encourage consumer affiliation and relationship.D.How do you get at the Brand Character?needs to be consistent with product features and“brand bundle.”,
