Brand Management Summary

Chapter-3
Positioning
Positioning is choosing a position in the target group’s minds, that:
- is distinctive from the competition
- is relevant for the target group
- fits the organisation with the aim of creating a preference.

Positioning Approaches
1. Is relative to competition.
2. Exists in the mind of the consumer.
 Attributes
 Competitors
 Use or application
 Price/quality
 Product user
 Product class
 Cultural symbol

Positioning Quiz
RyanAir Price
KLM Attribute: emotional (reliable)
Singapore Airlines Attribute: service
Marlboro Cultural symbol (cowboy)
Zwitsal / Johnson’s Product user: for babies
Avis Competition: we try harder
Philips Attribute: innovation, quality
Zara Attribute: distribution level
Cup-a-Soup Use: 4 o’clock Cup-a-Soup
Coca-Cola Product class: soft drinks, first Cola, but also FUN (intangible element)
Tools for positioning
• Positioning map
• Positioning statement
• Find the paradox
• Brand value pyramid

Another tool: Find the paradox
• Overcome negatively correlated attributes and benefits (paradox)
Examples of neg. correlated attributes and benefits
• Price and quality
• Taste and low calories
• Power and safety
• Comprehensiveness (variety) and simplicity
• Strength and refinement
Strategies to Overcome Attribute and Benefit Trade-offs
• Establish separate marketing programs
• Leverage secondary association (e.g., co-brand, use celebrities)
• Re-define the relationship from negative to positive (develop a credible story)

And another tool: Positioning statement
Brand X has in the market for …………
For target group …………………………
In comparison to (competition)…………
The advantage that (USP) ……………..
Because brand X (evidence) ……………..
Which leads to (brand-emotion) ……….
And the end-value ………………………

Rokeach values Example
Brand KLM / Air France has in the market for air travel
For target group business people
In comparison to (competition)