positioning

Question 1

postioning?

Answer 1

the place a product occupies in consumer minds, relative to competing products or brands

Question 2

brand positioning

Answer 2

mental real estate for a brand in the customer’s mind by crafting and communicating a differential positioning statement

Question 3

what relationship does the company have?

Answer 3

-defines what their aspirational relationship is with the customer
-the desired positioning is really about the relationship the company wants to have with the customer
-reaction: the company adjusted brand positioning

Question 4

customer reaction (co-create)

Answer 4

we believe as business customers that we have the opportunity to help the org we are paying money to shape that value

Question 5

positioning statement

Answer 5

communicates the unique value the brand would offer to a particular target market segment
- the idea of why should we buy?

Question 6

unique selling proposition

Answer 6

a type of value claim that offers a prospective customer a specific, unique, and superior reason to purchase a product

Question 7

perceptual mapping

Answer 7

a visual method of understanding your brand positioning relative to competitors, along with factors that are important to a particular customer segment

Question 8

association map

Answer 8

type of perceptual map that is generated from the data where the proximity of words to each other indicates their statistical correlation

Question 9

xwhy use perceptual mapping?

Answer 9

helps identify gaps in the market and understand how crowded their own section is and hoe close/far competitors positions are

Question 10

what are the 4 essential components of a positioning statement?

Answer 10

• for whom, for when for where?
• what value? (consider economic, functional, experimental, and or social)
  -why and how? (proof of the value; why is it believed)
• relative to whom? (competition set; category)

Question 11

what does “for whom for when for where” mean?

Answer 11

an explicit description of the target market segment that helps consumers discern which brands directly address their specific needs and which do not
-outlines type of person, usage situation

Question 12

what does it mean by “ what value”? four types of value?

Answer 12

description of the unique value the brand offers
-economic value = tangible monetary saving
-functional value = consider different features
- experimental value intangible psychological and emotional value associated with the brand
- social value =

Question 13

what does it mean by “why and how”?

Answer 13

-evidence that provides consumers with reasons to believe the brand’s claim
- using data testimonials, celebrities

Question 14

what does it mean by “relative to whom”?

Answer 14

an explicit description of the competitive set in which the brand classifies itself and the alternatives consumers may be considering

-Compared to what?” It’s about figuring out who or what your brand is up against. For example, if you’re selling soda, you’d want to know how your soda stacks up against other sodas in the market. So, understanding “relative to whom” helps businesses know who their competition is and how they can stand out.

Question 15

what are the three C of brand positioning?

Answer 15

• we only use this when we want to create a new brand
  1. consumer analysis
  2. competitive analysis
  3. company analysis

Question 16

what are the three R’s in consumer analysis?

Answer 16

• relevant: should address customer needs
  -resonant: provide them with a narrative that feels personal (feature, benefit, and value-based claims)
  -realistic: being believable

Question 17

what are the three D’s in competitive analysis?

Answer 17

• distinctive:
  -defensible: which competitors must be overcome and If the company has resources to hold that position
• durable: appeal lasts over prolonged periods

Question 18

what are the three types of attributes that can transform value claims?

Answer 18

unqiue
shared
irrelvany

Question 19

points of parity

Answer 19

attributes benefits or values that are shared across competitors - must-have features

Question 20

what is on the resonance ladder?

Answer 20

value positioning: focus on helping customers achieve the value that they hold to be important
benefit positioning: focus on specific benefits they receive from using a product or service
feature positioning: focus on special features

Question 21

what are the two types of strategies that allow managers to leverage their products/services point of difference?

Answer 21

-vertical positioning: highlights attributes that are shared among multiple brand but stresses a particular brand’s superior performance (using words like smaller faster cheaper)
- horizontal position: involved adding new attributes to attract customers

Question 22

what are the three F’s of company analysis?

Answer 22

• feasible: determine which ones the company can deliver against its everyday practices
  -favorable
  -faithful