Download slides and course outline at: www.caad.au.edu - AD3112. BRAND POSITIONING AND BRAND PERSONALITY. By A.Autcha Sudhankitara (A. JIG). AD3112. Brand Positioning . Brand positioning refers to ‘determining desired brand knowledge structures’ (Keller, 2008: 98).
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By A.Autcha Sudhankitara (A. JIG)
Self Analysis is the process to find our brand identity and associations and what are our previous brand positions.
When you analyze your competitors, what you need to know?
Direct or Indirect Competitors ?
What are the competitors’ brand identities and associations?
What are the competitors’ previous brand positions?
Consumers’ actual brand choices often depend on the perceived uniqueness of brand associations’ (Keller, 2008: 108).
Consumers Vs. Buyers
1.1 Consumer Segmentation Bases
1.2 Business-to-business Segmentation Bases
Ex. Product: Toothpaste
Brand personality refers ‘the set of human characteristics associated with a given brand’ (Aaker, D., 1996, p. 141).
There are 5 major dimensions of brand personality known as the Big Fivewhich are as following:
Link: Bear brand milk http://www.youtube.com/watch?v=C9ZY9yGutyw
Link Marlboro TVC Ad: http://www.youtube.com/watch?v=-FkoZZ63ZkM
“MAKE IT GREAT”
Self-expression Model: Brand personality can help create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality.” (Aaker, 1996, p. 83)
Relationship Basis Model: As human personalities affect relationships between people, brand personality can be the basis of a relationship between the customer and the brand.” (Aaker, 1996, p. 84)
Brand positioning statement is A statement that describe the “place” that brand should occupy in the minds of target consumers. How brand is seen in the marketplace. Focuses on what is unique to the brand.
Target or customer group
7 elements of Brand positioning statement
To _______________ (target customer group) buying _______________ (product category), the brand _______________ (brand name) offers _______________ (benefit) over _______________ (competitors). The reason is _______________ (reasons why). The brand personality can be described as _______________ (brand personality).