Study Notes - Ch. 6 and 7 Integrated Communications Book
Chapter 6 – Strategic Positioning
Planning for Brand Positioning:
- There must be a coherent idea of the market/ product space to be targeted; - There has to be integration of all brand messages - The value proposition should be comparable if not better that the main competitors - The positioning doesn’t have to remain fixed. It has to be flexible and organic, responding to the environment and changes in customer needs.
Brand positioning answers 3 fundamental questions: - Who should we target for brand use - What goal does the brand allow the target market to achieve? - Why should they choose our brand over brands that achieve the same goal?
← Segmentation identifies a product category; positioning highlights attributes and benefits of a specific offering.
The 3 coordinates in plotting brand positioning:
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Example of Brand Positioning: The case of Smirnoff Vodka: When Smirnoff entered the American market it was competing with anther brand that was cheaper. Instead of matching a lower price, they actually raised the price to reinforce their position as a quality brand and invested the extra revenue in promoting this main point of difference. This strengthened Smirnoff’s position and they are now the best-selling vodka brand in the world.
Strategy and Tactics
Lautman (1993) suggested the basics of positioning as: - Attributes: like store location or 100% pure orange - Benefits: which may be actual or perceived - Claims: which refer to the claims made by marketing communications like ‘Probably the best lager in the world’
Positioning statement: What a brand is, what values are associated with it, and what it means to the target audience. It’s a focusing device to put the overall marketing strategy into a clear vision, which is the brand’s promise to deliver.
Perceptual maps: They describe mental pictures of how a certain category is made up. (Every
Planning for Brand Positioning:
- There must be a coherent idea of the market/ product space to be targeted; - There has to be integration of all brand messages - The value proposition should be comparable if not better that the main competitors - The positioning doesn’t have to remain fixed. It has to be flexible and organic, responding to the environment and changes in customer needs.
Brand positioning answers 3 fundamental questions: - Who should we target for brand use - What goal does the brand allow the target market to achieve? - Why should they choose our brand over brands that achieve the same goal?
← Segmentation identifies a product category; positioning highlights attributes and benefits of a specific offering.
The 3 coordinates in plotting brand positioning:
[pic]
Example of Brand Positioning: The case of Smirnoff Vodka: When Smirnoff entered the American market it was competing with anther brand that was cheaper. Instead of matching a lower price, they actually raised the price to reinforce their position as a quality brand and invested the extra revenue in promoting this main point of difference. This strengthened Smirnoff’s position and they are now the best-selling vodka brand in the world.
Strategy and Tactics
Lautman (1993) suggested the basics of positioning as: - Attributes: like store location or 100% pure orange - Benefits: which may be actual or perceived - Claims: which refer to the claims made by marketing communications like ‘Probably the best lager in the world’
Positioning statement: What a brand is, what values are associated with it, and what it means to the target audience. It’s a focusing device to put the overall marketing strategy into a clear vision, which is the brand’s promise to deliver.
Perceptual maps: They describe mental pictures of how a certain category is made up. (Every