Module 3 – Brand
Positioning
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Brand Positioning
► Define competitive frame of reference
► Target market
► Nature of competition
► Define desired brand knowledge structures
► Points-of-parity
► necessary
► competitive
► Points-of-difference
► strong, favorable, and unique brand associations
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Point of Difference & Point of Parity
► A point of difference is something that makes a brand
different from its competitors and it also has to be
something the customer actually wants.
► A point of parity is a point of difference that a
competitor has over a brand that needs to
counteracted. In many cases, the brand won’t even
be able to compete in the market unless the brand
can nullify this advantage that the competitor has.
Issues in Implementing Brand
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Positioning
► Establishing Category Membership
► Identifying & Choosing POP’s & POD’s
► Communicating & Establishing POP’s & POD’s
► Sustaining & Evolving POD’s & POP’s
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Establishing Category Membership
► Product descriptor
► Exemplar comparisons
Identifying & Choosing POP’s &
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POD’s
► Desirability criteria (consumer perspective)
► Personally relevant
► Distinctive & superior
► Believable & credible
► Deliverability criteria (firm perspective)
► Feasible
► Profitable
► Pre-emptive, defensible & difficult to attack
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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?
► What happens when your product or service is delivered?
► How is your product installed?
► How is your product or service paid for?
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Major Challenges in Positioning
► Find compelling & impactful points-of-difference (cont.)
► How is your product stored?
► How is your product moved around?
► 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?
Communicating & Establishing
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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
► Ubiquity & prestige
► Comprehensiveness (variety) & simplicity
► Strength & refinement
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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
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Sustaining & Evolving POP’s & POD’s
► Core Brand Values & Core Brand Proposition
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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
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► 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
Brand Building Implications
► Customers own brands.
► Don’t take shortcuts with brands.
► Brands should have a duality.
► Brands should have richness.
► Brand resonance provides important focus.
