Marketing Management: Crafting the Brand Positioning

Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha logo copy.tif

SUMMARY by

11

Chapter

Crafting the Brand Positioning
This chapter illustrates how a firm can choose an effective positioning in the market and differentiate its brand. It describes the various strategies a firm can employ at each stage of a products life cycle and finally shows the implications of Market evolution for marketing

Positioning:
Positioning is the act of designing the company’s offering and image to occupy

strategies.

Developing and Communicating a Positioning
Strategy
Category Membership:

products or set of products with which the brand

competes and which function as close substitutes.

a distinctive place in the minds of the

Points of Difference (POD):

target market.

associate with a brand, positively evaluate and believe they could not find to the same extent

Positioning requires

in another brand.

determining on a

Points of Parity (POP): They are associations that are not unique to the brand

frame of reference

but in fact maybe shared with other brands. It has two forms:

based on the

•

Category Points of Parity: Associations customers view as essential to a legitimate and credible offering within a certain product or service category.

following factors:
•

1. Identifying the

Attributes or benefits consumers strongly

Competitive Points of Parity: Associations designed to negate a competitor’s pointsof-difference.

target market.
2. Analyzing the competition. Choosing POPs and PODs
POPs: They are driven by the needs of category membership (to create category POPs) and the necessity of negating competitors’ PODs (to create competitive PODs)
PODs: The following two criteria are considered while choosing POP’s
Desirability Criteria

Deliverability Criteria

Relevance
Distinctiveness
Believability

Feasibility
Communicability
Sustainability

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