1. Differentiation and Brand Positioning
With Duane Weaver

2. Outline Brand Positioning Differentiation
Marketer’s Brand Positioning Levers
Brand Positioning Process
Images source: (January 29, 2012)

3. Brand Positioning
Place Brand occupies in customers’ minds as it relates to their needs and available competitors’ offerings and…
Marketers’ decision making intended to create this position

4. Differentiation
PHYSICAL POSITIONING e.g.: Ex limitation – physical alone does not give clear insight into “customers’ minds” positioning.
PERPETUAL POSITIONING relates to “benefits provided”

5. Marketers’ Brand Positioning Levers
Get into your teams and discuss examples of brands that you see competitively positioned. Provide a Brand example for each of the following levers that describes how they have established differentiation using that lever.
Simple physical
Complex physical
Essentially abstract
Price

6. Preparing Marketing Strategy Foundation Brand Positioning Process
Identify relevant set of competitive products
Identify determinant attributes
Features
Benefits
Parentage
Manufacturing process
Ingredients
Collect Data -- CUSTOMER PERCEPTIONS Analyze Current Brand Positions Positioning grid, Value Curve, Marketing Opportunities, Constraints
Customers’ Most Preferred Combination of Attributes
Consider Fit of Positions with Customer Needs and Segment Attractiveness
Positioning Statement or Value Proposition to Guide Marketing Strategy
Endorsements
Comparison
Proenvironment
Price/quality (and any more trade-offs?)

7. THANK YOU FOR YOUR TIME Team Time – work on pitches FOCUS and PURPOSE
CONTENT
PRAGMATIC/SUCCINCT/PROFESSIONAL
PRESENCE
PRACTICE
PLAN B and C