1. 10 Crafting the Brand Positioning 1

2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-2 Chapter Questions  How can a firm develop and establish an effective positioning in the market?  How do marketers identify and analyze competition?  How are brands successfully differentiated?  What are the differences in positioning and branding with a small business?

3. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-3 Value Propositions  Perdue Chicken  More tender golden chicken at a moderate premium price  Domino’s  A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price

4. Table 10.2 Customer Ratings of Competitors Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-4

5. Brand Positioning Statement Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-5

6. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6 Defining Associations Points-of-difference Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity Associations that are not necessarily unique to the brand but may be shared with other brands

7. Point-of-Difference Criteria Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Desirable (Consumer) Deliverable (Company) Differentiating (competition)

8. POD & POP Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-8

9. Figure 10.1a Perceptual Map: Current Perceptions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-9

10. Figure 10.1b Perceptual Map: Possibilities Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-10

11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11 Group Exercise  With regards to your group project, highlight the POD and the POP.  Does it fits the POD criteria?

12. Designing a Brand Mantra Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-12 Communicate Simplify Inspire

13. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-13 Conveying Category Membership  Announcing category benefits  Comparing to exemplars  Relying on the product descriptor

14. Examples of Negatively Correlated Attributes and Benefits  Low-price vs. High quality  Taste vs. Low calories  Nutritious vs. Good tasting  Efficacious vs. Mild  Powerful vs. Safe  Strong vs. Refined  Ubiquitous vs. Exclusive  Varied vs. Simple Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-14

15. Means of Differentiation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-15 Employee Channel Image Services