Crafting The Brand Positioning
Crafting The Brand Positioning
Crafting The Brand Positioning
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5) Creating Pops and Pods Consultants Michael Treacy and Fred Wiersema, in their book, The Disciplines of Market Leaders (Reading, MA: AddisonWesley, 1994) proposed a positioning framework called value disciplines. Within its industry, a firm could aspire to be the product leader, operationally excellent firm, or customer intimate firm. Choosing an industry, each student is to identify one or more firms operating within that industry that fits each of these three value disciplines. Students should define their reasoning for selecting each firm and its placement as either the product leader, operationally excellent, or customer intimate. 6) Product Life Cycle Often, after a brand begins to slip in the marketplace or disappears altogether, commentators observe, all brands have their day. Their rationale is that all brands, in some sense, have a finite life and cannot be expected to be leaders forever. Other experts contend, however, that brands can live forever, and their long-term success depends on the skill and insight of the marketers involved. Take a position: Brands cannot be expected to last forever versus there is no reason for a brand to ever become obsolete. 7) Product Modification Determining the proper competitive frame of reference requires understanding consumer behavior and the consideration sets consumers use in making brand choices. For a set of three products or services (selected by the students) students should research these companies and provide the companies (and its products) value proposition in a matrix similar to Table 10.1.
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