Brand Positioning

Question 1

Define brand positioning

Answer 1

When a brand emphasises the distinctive characteristics that make it different from its competitors and appealing to the public (Kapferer, 2012)

Question 2

Positioning is as result of analytical process based on which four questions?

Answer 2

The brand for whom?
The brand for what?
The brand why?
The brand against whom?
(Kapferer, 2012)

Question 3

What are Kotler and Keller (2012)’s 4 questions to position your brand?

Answer 3

Who is the target customer?
Who are the competitors?
How is the brand similar?
How is the brand different?

Question 4

How can a brand show its positioning in comparison with competitors?

Answer 4

Perceptual map

Question 5

What are the different ways a brand can compare themselves with competitors?

Answer 5

High vs low price
High vs low quality 
High vs low volume 
Necessity vs luxury 
Low tech vs high tech 
Healthy vs unhealthy

Question 6

What is a brand mantra?

Answer 6

An articulation of the heart and soul of the brand (Keller, 2008).

Question 7

How is a brand mantra constructed? Give an example

Answer 7

Using three terms; Brand Function, Descriptive Modifier and Emotional Modifier

BMW example
Function - Transportation
Descriptive - Classy
Emotional - Powerful

Question 8

Using Kotler and Keller’s 4 questions, give an example using this for a brand.

Answer 8

BMW example
Target customer - young professional males, AB, self made
Competitors - Mercedes, Audi, VW
Similarity - Core function and price
Differences - Unique shape and look, innovative, high tech