Chapter 2 Flashcards
brand positioning plays a vital role in achieving your brand vision and mission
it defines what makes your brand motivating, unique and true for your target group
it is necessary to develop a competitive and coherent marketing mix
you could call it the GPS for your brand
definition positioning
brand positioning is the heart of your marketing strategy
the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers minds
of course it is crucial to take the competition into account as your positioning should be differentiating versus competition
brand managers and marketers should know
who is the target consumer ?
what about your company/product/brand does best?
who are the main competition? what can you do better than the competition? what are the main differences and what are the main similarities of the brand vs competition? (POD AND POP)
3 Cs
Customer, who is your target consumer (persona)
Company, what your company product or brand does best
Competition, who are the main competitors?
a good positioning is
Customer = what the customer wants
company = what your company product or brand does best
competition = what you can do better than the competition
importance of brand positioning
increasing competition
transparency of markets and less entry barriers
power of the consumer
power of the retailers/ distribution
low involvement and commoditization
importance of our sub conscience
WHAT MAKES A STRONG BRAND?
a brand is called a strong brand if consumers by he knowledge and associations they have with regard to this brand, are reacting more positively to specific activities or actions of this brand
high brand awareness and brand knowledge (salience)
strong brand associations (image)
kinds of brand awareness
spontaneous brand awareness
top of mind awareness
aided brand awareness
BRAND ASSOCIATIONS
upbeat
sunshine
colorful
singles
nutritious
healthy
freshness
hawaii vacation escape
pineapple
refreshing
useful
innovative
contemporary
female
fruits
fun
LADDERING
this chain gives meaning to a brand in terms of characteristics, benefits, associations, values etc
consumers choose those products that offer them the most of benefits and or that are really linked to their central values and beliefs
relationship between 3 levels
brands have certain attributes
consumers connect benefits to the certain attributes of a brand
benefits are seen as more beneficial when they align with the consumers central values
3 benefits for the customer
functional
experience
symbolic
CBBE pyramid
related to very elementary questions customers have in relation to brands
who are you (brand identity
what are you (brand meaning
what about you and what do i think about it (brand response
what about us, what kind of associations do i have and do i want a relation with you (brand relation
we see 3 levels of behaviour
buying intention: the degree to which a consumer is planning to buy a brand
brand loyalty consumers often have one or a selected set of brands they always buy or use
brand ambassadorship
brand salience
measures the knowledge with regard to brand. to what extent is the brand known what about direct associations with regard to performance needs culture
BUILD BRAND SALIENCE
