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TOP 2 CONCEPTS FOR CH10

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TOP 2 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 1, 2011 http://annaguray06.blogspot.com
OUTLINE: EFFECTIVE BRAND POSITIONING ,[object Object],[object Object],http://annaguray06.blogspot.com
POINT OF DIFFERENCE (PODs) = EFFECTIVE BRAND POSITIONING ,[object Object],[object Object],[object Object],Concept http://annaguray06.blogspot.com
STRONG, FAVORABLE, AND UNIQUE BRAND ASSOCIATIONS Concept Examples PERFORMANCE GUARANTEED OVERNIGHT DELIVERY MINI COOPER http://annaguray06.blogspot.com
POINTS OF PARITY (POPs) = EFFECTIVE BRAND POSITIONING ,[object Object],[object Object],[object Object],Concept http://annaguray06.blogspot.com
BRAND FEATURES AND BENEFITS FOR SHARING Concept Examples ALL CARS HAVE… = + + STARBUCKS AND MCDO HAVE… + = http://annaguray06.blogspot.com
Build a strong brand! ,[object Object],[object Object],SUMMARY http://annaguray06.blogspot.com

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  • 1. TOP 2 Learning Concepts for Chapter 10: Crafting the Brand Positioning Anna Katrina L. Guray April 1, 2011 http://annaguray06.blogspot.com
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