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Brand Positioning and Values
Where we have been ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identifying and establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning ,[object Object],[object Object],[object Object],[object Object]
First Steps ,[object Object],[object Object],[object Object],[object Object]
Proper Positioning ,[object Object],[object Object],[object Object],[object Object]
Example: Pepsi One ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pepsi One Brand Conveyors: Then and now ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In order to Position a Brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Toothpaste Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3 stripes, one for each of the 3 main segments Flavor, Brightness Decay Prevention
Target Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages of demographic segmentation ,[object Object],[object Object],[object Object],[object Object]
Criteria for a Segment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Baskin-Robbins Competitive analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Part 3: POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Part 3: POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Similar concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP AND POD: BMW over the years 1971 1975 1985 1991 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managerial Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sneaky psychology sidebar - Exemplars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ways to convey category membership (cont): Comparison to Exemplars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nuts and Bolts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managerial issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Establish POP and POD in marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Defining Values and Principle ,[object Object],[object Object],[object Object],[object Object],[object Object]
Principles a la Keller: What makes a good Principle? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Session7 handout

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