6 - Brand Positioning Flashcards
different approaches of positioning
from scratch: Keller approach
based on brand identity: Aaker + Kapferer approaches
Keller’s approach
positioning = identifying + establishing POP + POD w/ main competitors to achieve the best brand image
- finding the proper location in consumer’s minds
CBBE model (Keller)
- who the target consumers should be
- who the main competitors should be
- how the brand should be different from competitors (POD)
- how the brand should be similar to competitors (POP)
classification in a segmentation plan
consumer-oriented segmentation
- demographic, geographic, psychographic…
behavioral segmentation
- usage rate, purchasing condition, benefits sought…
several levels of main competitors
product type level
product category level
product class level
benefit level
points of difference (PODs)
attributes/benefits that consumers strongly + positively associate with a brand
- believe they could not find it w/ a competitive brand
criteria: relevance + distinctiveness + believability (reasons to believe)
points of parity (POPs)
attributes/benefits that are not unique to the brand
- category POPs: (necessary but not sufficient conditions for choosing the brand)
- competitive POPs: associations designed to negate competitor’s PODs
standard positioning formula
target + POPs + PODs + reasons to believe
Aaker approach: brand positioning
part of the brand identity that:
- is actively communicated to the target audience
- demonstrates an advantage over competitors
- mix of elements from extended + core identity
Kapferer approach: brand positioning
emphasizing the distinctive dimensions of the brand identity that make it different from its competitors + appealing to the public
evolution of Evian’s positioning
- customer reflection (water for babies)
- physical (water from the alps)
- physical (water for self-balance)
- relationship (source of youth)
- self-image (live young)
- culture (youth attitude)
- self-image (drink true)
