Marketing Management Kotler Edition 14th_10_ippt

10CraftingtheBrandPositioning,1,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-2,ChapterQuestions,Howcanafirmdevelopandestablishaneffectivepositioninginthemarket?Howdomarketersidentifyandanalyzecompetition?Howarebrandssuccessfullydifferentiated?Whatarethedifferencesinpositioningandbrandingwithasmallbusiness?,WhatisPositioning?,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-3,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-4,ValuePropositions,PerdueChickenMoretendergoldenchickenatamoderatepremiumpriceDominosAgoodhotpizza,deliveredtoyourdoorwithin30minutesofordering,atamoderateprice,CompetitiveFrameofReference,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-5,Table10.2CustomerRatingsofCompetitors,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-6,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-7,DefiningAssociations,Points-of-differenceAttributesorbenefitsconsumersstronglyassociatewithabrand,positivelyevaluate,andbelievetheycouldnotfindtothesameextentwithacompetitivebrand,Points-of-parityAssociationsthatarenotnecessarilyuniquetothebrandbutmaybesharedwithotherbrands,Point-of-DifferenceCriteria,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-8,Desirable,Deliverable,Differentiating,POPversusPOD,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-9,Figure10.1aPerceptualMap:CurrentPerceptions,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-10,Figure10.1bPerceptualMap:Possibilities,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-11,BrandMantras,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-12,DesigningaBrandMantra,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-13,Communicate,Simplify,Inspire,ConstructingaBrandPositioningBulls-Eye,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-14,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-15,ConveyingCategoryMembership,AnnouncingcategorybenefitsComparingtoexemplarsRelyingontheproductdescriptor,ExamplesofNegativelyCorrelatedAttributesandBenefits,Low-pricevs.HighqualityTastevs.LowcaloriesNutritiousvs.GoodtastingEfficaciousvs.Mild,Powerfulvs.SafeStrongvs.RefinedUbiquitousvs.ExclusiveVariedvs.Simple,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-16,DifferentiationStrategies,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-17,MeansofDifferentiation,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-18,Employee,Channel,Image,Services,EmotionalBranding,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-19,Strongculture,Communicationstyle,Emotionalhook,MarketShare,MindShare,andHeartShare,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-20,BrandNarrativesandStorytelling,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall10-21,ForReview,Howcanafirmdevelopandestablishaneffectivepositioninginthemarket?Howdomarketersidentifyandanalyzecompetition?Howarebrands