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Brand Positioning & Values. Chapter 3. Target Market. Consumer Aggregates Current users Potential users Competitive users Consumer Segments Behavioral Dem/psych/geo . Taxonomy of Users. Social or personality types Different wants and needs Identity profiles Health club users

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Presentation Transcript
target market
Target Market

Consumer Aggregates

Current users

Potential users

Competitive users

Consumer Segments

Behavioral

Dem/psych/geo

taxonomy of users
Taxonomy of Users
  • Social or personality types
  • Different wants and needs
  • Identity profiles
  • Health club users
    • Muscle Mike
    • Stylin’ Susan
    • Lookin’ Lucy
    • Sweating Sam
    • Zombie Zoe
points of difference parity
Points of Difference & Parity

Difference

  • Strong, favorable, unique
  • Attribute or benefit

Parity

• Shared with other brands

• Important for brand extensions

competitive positioning strategy
Competitive Positioning Strategy

Brand category focus

Central Position - market leader, me-too

creative positioning strategy
Creative Positioning Strategy

Advertising focus

User as hero - social attributes; special TM

objective based positioning
Objective-based positioning
  • Brand awareness

Prominent visuals

slide17
Brand attitude

Political focus

purchase motivation strategy
Purchase Motivation Strategy
  • Negative - informational

Dental floss

  • Positive - transformational

Hair color

means end chain toothpaste
Means-End Chain:Toothpaste

Attributes Benefits Value

Fluoride no cavities health

Generic low cost economy

Baking soda whitening beauty

Mint nice breath social

No additives natural ecology

brand mantra
Brand Mantra
  • Built upon core brand values
  • Makes a core brand promise
  • Heart and soul of brand
  • 3-5 word phrases
  • Generates spirit of the brand
  • Helps position the brand
mantra terms nike disney
Mantra terms: Nike & Disney
  • Brand function - nature of product or service; performance, entertainment
  • Descriptive modifier - specific functions; athletic performance, family entertainment
  • Emotional modifier - how brand delivers benefits; authentic, fun
your brand mantra
Your brand mantra
  • Brand function
  • Descriptive modifier
  • Emotional modifier
positioning politicians
Positioning Politicians

Category Bush Kerry

Coffee Dunkin Donuts Starbucks

Technology IBM Apple

Auto Ford BMW

Retail Kmart Target

Fast food McDonalds Subway

Campaign Old Reliable Challenger

slide25
ZMAT
  • Read brand focus 9.0
  • Select a minimum or 12 images from magazines, photos, etc that represents your thoughts and feelings about your favorite brand
  • Put the images together in a collage that communicates your subconscious thoughts and feelings about the brand
  • Bring your collage to class with stories of how each visual feeling connects you to the brand