MARKETING MANAGEMENT. 10 Crafting the Brand Positioning. Chapter Questions. How are brands differentiated? How can a firm choose and communicate an effective positioning in the market? What are the implications of market evolution for marketing strategies?. Marketing Strategy.
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Crafting the Brand
Designing the company’s
offering and image for
a distinctive place in the mind of
the target market.
To young, active
with little time for sleep,
is the soft drink that gives you energy
because it has the most caffeine.
Taste vs. Low calories
Nutritious vs. Good tasting
Efficacious vs. Mild
Powerful vs. Safe
Strong vs. Refined
Ubiquitous vs. Exclusive
Varied vs. SimpleExamples of Negatively Correlated Attributes and Benefits
Take a position:
2. Brands will eventually be obsolete.