MMKT 641: Strategic Brand Management
KUSOM MBA
Summer 2020
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Lecture 03:
Brand Positioning and Values
© Sujan R Shrestha, KUSOM 2020.
What is Brand Positioning?
Positioning refers to the place in consumers’ minds
occupied by the brand.
The positioning strategy a marketer adopts for a brand will
influence the knowledge structures consumers develop.
This involves:
segmenting the market,
evaluating the competition, and
selecting a target market.
Brand Positioning
Define competitive frame of reference
Nature of competition
Target market
Define desired brand knowledge structures
Points-of-parity
necessary
competitive
Points-of-difference
strong, favorable, and unique brand associations
Issues in Implementing Brand Positioning
1. Establishing Category Membership
2. Identifying & Choosing POP’s & POD’s
3. Communicating & Establishing POP’s & POD’s
4. Sustaining & Evolving POD’s & POP’s
Establishing Category Membership
Product descriptor
Exemplar comparisons
Identifying & Choosing POP’s & POD’s
Desirability criteria (consumer perspective)
Personally relevant
Distinctive & superior
Believable & credible
Deliverability criteria (firm perspective)
Feasible
Profitable
Pre-emptive, defensible & difficult to attack
Major Challenges in Positioning
Find compelling & impactful points-of-difference
(MacMillan & McGrath, HBR, ‘97)
How do people become aware of their need for your
product and service?
How do consumers find your offering?
How do consumers make their final selection?
How do consumers order and purchase your product or
service?
Major Challenges in Positioning
Find compelling & impactful points-of-difference (cont…)
What happens when your product or service is
delivered?
How is your product installed?
How is your product or service paid for?
How is your product stored?
How is your product moved around?
Major Challenges in Positioning
Find compelling & impactful points-of-difference (cont…)
What is the consumer really using your product for?
What do consumers need help with when they use your
product? What about returns or exchanges?
How is your product repaired or serviced?
What happens when your product is disposed of or no
longer used? https://www.youtube.com/watch?v=IkdzqjHtfcY
https://www.youtube.com/watch?v=JPDY6q_H0c0
https://www.youtube.com/watch?v=b_u5C749aKQ
Communicating & Establishing POP’s & POD’s
Create POP’s and POD’s in the face of attribute & benefit
trade-offs
Price & quality
Convenience & quality
Taste & low calories
Efficacy & mildness
Power & safety
Comprehensiveness (variety) & simplicity
Strength & refinement
Strategies to Reconcile
Attribute & Benefit Trade-Offs
Establish separate marketing programs
Leverage secondary association (e.g., co-brand)
Re-define the relationship from negative to positive
Sustaining & Evolving
POP’s & POD’s
Core Brand Values &
Core Brand Proposition
Core Brand Values
Set of abstract concepts or phrases that characterize the
5-10 most important dimensions of the mental map of a
brand.
Relate to points-of-parity and points-of-difference
Mental Map Core Brand Values Brand Mantra
Brand Mantras
A brand mantra is an articulation of the “heart and
soul” of the brand.
Brand mantras are short three to five word phrases
that capture the irrefutable essence or spirit of the
brand positioning and brand values.
Nike: Authentic Athletic Performance
Disney: Fun Family Entertainment
