Crafting the brand positioning

Crafting the Brand Positioning

Learning Objectives ,[object Object],[object Object]

Positioning Designing the company’s offering and image for a distinctive place in the mind of the target market.

Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]

Why is Positioning Important? ,[object Object],[object Object],[object Object]

The Tasks Involved in Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]

Competitive Frame of Reference ,[object Object],[object Object]

Defining Associations ,[object Object],[object Object],[object Object],[object Object],[object Object]

POD (Point of Difference) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

POP (Point of Parity) ,[object Object],[object Object],[object Object]

questions regarding the basic logic of this strategy.

variants. Sugar Free has been trying exactly that.

Consumer Desirability Criteria Relevance Distinctiveness Believability

Deliverability Criteria for PODs Feasibility Communicability Sustainability

Important considerations in choosing Points of Difference (PODs) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Handling Conflicting POPs and PODs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Methods to overcome such situations ,[object Object],[object Object],[object Object],[object Object],[object Object]

A Positioning Statement To young, active soft-drink consumers with little time for sleep, Mountain Dew is the soft drink that gives you energy because it has the most caffeine.

Product Lends the Maximum Scope for Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Lends the Maximum Scope for Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

POSITIONING STRATEGIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Services Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Personnel Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Channel Differentiation ,[object Object],[object Object],[object Object]

Image Differentiation ,[object Object],[object Object],[object Object],[object Object]

Choosing the right competitive advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Developing and communicating a positioning strategy ,[object Object],[object Object],[object Object]

Developing and communicating a positioning strategy ,[object Object],[object Object],[object Object],[object Object]

Choosing a positioning strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Crafting the brand positioning

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Crafting the brand positioning