3. Positioning

Question 1

structure of positioning statement

Answer 1

1. target
2. frame of reference
3. PODs
4. reason to believe

Question 2

brand identifier (TCB)

Answer 2

Target
Product category
Key benefit

Question 3

2 types of brand positioning - ‘what is it?’

Answer 3

centrally = deliver all the main benefits of the category
- successful pioneer brand or me-too brand

differentiated = finding a unique/differentiated positioning

Question 4

how should the positioning place the brand vs. the competitors?

Answer 4

user-as-hero: user-oriented
- marketing to a specific segment (niche) or;
- social approval is main motive

product-as-hero: product-oriented
- all other cases
- product characteristics are the messsage

Question 5

I-D-U model of benefit emphasis

Answer 5

identify benefits that are:
I - important/desirable to target customers
D - deliverable by the brand
U - unique to the brand

• emphasize key benefit
• mention entry ticket
• downplay or omit

Question 6

a-b-e benefit focus model

Answer 6

how to emphasize the benefit claim in the communication:
- attribute (a)
- benefit (b)
- emotion (e)

Question 7

a-b-e benefit model: summary of conditions

Answer 7

• attribute focus (a)
• directly to benefit (b)
• simply deliver emotion (e)
• attribute supports a benefit (a -> b)
• dispel negativity w/ benefit (e- -> b)
• use benefit to draw attention to emotional consequences of brand (b -> e+)

Question 8

steps involved in effective positioning

Answer 8

1. make initial positioning decisions
   - product category: central vs. differentiated
   - other brands: user vs product orientation
2. select appropriate benefits (I-D-U)
3. use correct benefit focus
   - transformational: emphasis on emotional consequences
   - informational: focus directly on benefits