1. 10 Crafting the Brand Positioning 1

2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2 What is Positioning? Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

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. Figure 10.1a Perceptual Map: Current Perceptions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-4

5. Figure 10.1b Perceptual Map: Possibilities Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-5

6. Differentiation Strategies Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-6

7. Means of Differentiation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-7 Employee Channel Image Services

8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-8 Personnel Differentiation: Singapore Airlines

9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-9 Channel Differentiation

10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10 Image Differentiation

11. Market Share, Mind Share, and Heart Share Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 10-11