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¨Marketing is not a war of products,
it’s a war of perceptions.¨
Al Ries / Jack Trout
People are programmed to spot differences
What do you notice?
Eldorado
v.a. € 479,-
Takkitakkisland
v.a. € 530,- Costa-ish
v.a. € 569,-
F*ing middle of
Nowhere
v.a. € 130,-
Farawaygistan
v.a. € 820,-
Timbuktu
v.a. € 645,-
1
2
3
4
5
6
Category in the mind of the customer
Holiday
Summer
holiday
Tropical beach
destination
Destination x
European
beach
Winter holiday City trip
Points of difference
Points of parity
Rational differences
Emotional differences
Brand
positioning
Consumer
Needs/wants
Perceptions
Competitor
positioning
Minimize
distance
Rational differences
Emotional differences
Focus
Differen
tiation
Consis
tency
Relevant
Rational differences
PS3
“for Nerds “
Wii
“fun “
Emotional differences
Brand associations
are built over time
Each advertising /
commercial helps to
build associations
Play station Sony
Brand associations work fast in your brain and are “emotionally” logical
Which celebrity brand has a good fit with which brand ?
Brand associations work fast in your brain and are “emotionally” logical
Which celebrity brand has a good fit with which charity brand ?
?
Positioning
diamond
Why
What is the brand promise and
benefit for the consumer ?
Who for
Who is the target group Needs
and wants. Consumer insight
Support
Factual or subjective elements that
support claim
Against who
Who are the most important
competitors of which we have to get
consumers
4 Positioning questions
“Cosmetics with a consience”
Socially and environmentally
responsible
• Natural ingredients
• Green packaging
• Recycling/disposal of by products
• Fair trade products
• Not tested on animals
• Support social projects
Women who feel responsible
and want to contribute
Guilt free shopping
High quality cosmetics
Conventional cosmetics and
Cosmetic stores
Positioning
diamond
Safety
Ability to withstand an accident
Without serious injury
• Sturdy looks
• Safety features (SIPS, airbags)
• Pro active safety
• Collision avoidance system
• Impact reduction
• Pedestrian detection
Men and women who feel
Responsible and want
to avoid risk, protect your
family (accountant, doctors, )
Car brands in same category
that focus on performance
(Audi, BMW, Mercedes)
Why
What is the brand promise and
benefit for the consumer ?
Who for
Who is the target group Needs
and wants. Consumer insight
Support
Factual or subjective elements that
support claim
Against who
Who are the most important
competitors of which we have to get
consumers
4 Positioning questions
Positioning
diamond
Why
What is the brand promise and
benefit for the consumer ?
Who for
Who is the target group Needs
and wants. Consumer insight
Support
Factual or subjective elements that
support claim
Against who
Who are the most important
competitors of which we have to get
consumers
4 Positioning questions
How to enter the “Imported mexican beer”
product category in the USA ?
New
Market leader
Category in the mind of the customer
Beer
Home brew Imported beer
Mexican
Corona
European
Points of difference
Points of parity
http://vimeo.com/3260250
What positioning could Dos Equis choose to
attack Corona, marketleader in “mexican
imported beer”?
Positioning
diamond
Why
What is the brand promise and
benefit for the consumer ?
Who for
Who is the target group Needs
and wants. Consumer insight
Support
Factual or subjective elements that
support claim
Against who
Who are the most important
competitors of which we have to get
consumers
4 Positioning questions
Rational differences
Emotional differences
The Most Interesting Man
Brand concept Dos Equis
• "He is a man rich in stories and experiences,
much the way the audience hopes to be in the
future. Rather than an embodiment of the
brand, The Most Interesting Man is a
voluntary brand spokesperson: he and Dos
Equis share a point of view on life that it
should be lived interestingly."[
Dos Equis adresses different
psychological need Maslow
• Brands help consumers with their choice
• When can brands make a difference ?
• With products that are percieved to be (functionally)
similar to the consumer
• Choosing a product solely on rational aspects is usually
difficult
• A strong positioning helps consumers to choose a
brand
• Never loose the connection with your identity
Culture
Passion
brand
Positioning
Advertising
appeal
Cultural moodboard
Persona
Brand description
Positioning diamond
Advertisement
concept
• Develop a positioning diamond for your
product with a persona
Positioning
diamond
Why
What is the brand promise and
benefit for the consumer ?
Who for
Who is the target group Needs
and wants. Consumer insight
Support
Factual or subjective elements that
support claim
Against who
Who are the most important
competitors of which we have to get
consumers
4 Positioning questions
Rational differences
Emotional differences
Persona
2b dokuz eylul university izmir int week 2013 positioning and branding vs3

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2b dokuz eylul university izmir int week 2013 positioning and branding vs3

  • 1. ¨Marketing is not a war of products, it’s a war of perceptions.¨ Al Ries / Jack Trout
  • 2. People are programmed to spot differences What do you notice?
  • 3. Eldorado v.a. € 479,- Takkitakkisland v.a. € 530,- Costa-ish v.a. € 569,- F*ing middle of Nowhere v.a. € 130,- Farawaygistan v.a. € 820,- Timbuktu v.a. € 645,- 1 2 3 4 5 6
  • 4. Category in the mind of the customer Holiday Summer holiday Tropical beach destination Destination x European beach Winter holiday City trip Points of difference Points of parity Rational differences Emotional differences
  • 7. PS3 “for Nerds “ Wii “fun “ Emotional differences
  • 8. Brand associations are built over time Each advertising / commercial helps to build associations Play station Sony
  • 9. Brand associations work fast in your brain and are “emotionally” logical Which celebrity brand has a good fit with which brand ?
  • 10. Brand associations work fast in your brain and are “emotionally” logical Which celebrity brand has a good fit with which charity brand ? ?
  • 11. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions “Cosmetics with a consience” Socially and environmentally responsible • Natural ingredients • Green packaging • Recycling/disposal of by products • Fair trade products • Not tested on animals • Support social projects Women who feel responsible and want to contribute Guilt free shopping High quality cosmetics Conventional cosmetics and Cosmetic stores
  • 12. Positioning diamond Safety Ability to withstand an accident Without serious injury • Sturdy looks • Safety features (SIPS, airbags) • Pro active safety • Collision avoidance system • Impact reduction • Pedestrian detection Men and women who feel Responsible and want to avoid risk, protect your family (accountant, doctors, ) Car brands in same category that focus on performance (Audi, BMW, Mercedes) Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions
  • 13. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions
  • 14. How to enter the “Imported mexican beer” product category in the USA ? New Market leader
  • 15. Category in the mind of the customer Beer Home brew Imported beer Mexican Corona European Points of difference Points of parity
  • 17. What positioning could Dos Equis choose to attack Corona, marketleader in “mexican imported beer”?
  • 18. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions Rational differences Emotional differences
  • 20. Brand concept Dos Equis • "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly."[
  • 21. Dos Equis adresses different psychological need Maslow
  • 22. • Brands help consumers with their choice • When can brands make a difference ? • With products that are percieved to be (functionally) similar to the consumer • Choosing a product solely on rational aspects is usually difficult • A strong positioning helps consumers to choose a brand • Never loose the connection with your identity
  • 24. • Develop a positioning diamond for your product with a persona
  • 25. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions Rational differences Emotional differences Persona