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
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."[
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