CH2 Brand Positioning Updated 23032023 040720pm

Topic 2
Brand
Positioning
Content
Brand Positioning
Brand STPs
Brand STPs Model - Brand Mantra & Implementation
Creating brand values through Internal/External Branding Process

(CBR)
How To Determine if Your Brand Position is Strong

Brand
Positionin
g
“the act of designing the
company's offering and
image to occupy a
distinctive place in the
mind of the target
market”.
In other words, brand
positioning describes how a
brand is different from
its competitors and
where, or how, it sits in
customers' minds.
Brand
STPs
Brand
STPs
Model
Segmentation
In marketing, market segmentation

is the process of dividing a broad
consumer or business market,
normally consisting of existing and
potential customers, into sub-
groups of consumers based on
some type of shared characteristics.
Targetin
g
A target market is a group of
customers with shared demographics
who have been identified as the most
likely buyers of a company's product
or service.
Brand Positioning-Developing a
Brand Positioning (Old Version 4ps)
Frame of Reference
Points of parity/difference
(USP)
Brand mantra
Frame of Reference (How target customers
can see/differentiate your brand)
for example, a
The process of consumer can easily
marketing a new identify a new cola
In marketing, a frame product or service drink as belonging to
In marketing, "frame of reference allows begins when you the soft drinks
of reference" is how a consumers to create a frame of category. You need a
new product, service, differentiate between reference. Essentially, frame of reference so
or concept is seen by your brand and the frame of reference your potential clients
the target market. similar brands in the is the way your can compare your
market. product is perceived product with other
by the market and products in the same
consumer. category that offer
similar benefits.
How?
Two
Ways
:
Identifying Competitors
Unique Selling
Direct Indirect
Proposition (USP)
Sustainable
Brand Membership
Competitive
Program
Advantage (SCA)
Brand Membership
Analyzing
the
Competitors
Points of Parity (Similarities in same
field)
Points of parity (POP) are For example, points of parity for a bank
essentially industry standards that would include checking and savings
make a business legitimate in their accounts, branches in convenient
field. It's the qualities that all locations, online banking, and plenty of
businesses ATMs. Most banking customers consider
have in order to be competitive and on these as essential elements of the
par with one another. In other words, banking experience, and they expect
points of parity are industry-specific them to be delivered at a certain level of
similarities that are shared among many quality.
businesses.
Points of Difference (Differentiation in same
field)
Point of difference refers
Points of differentiation,
to the factors of products
also known as points of
or services that establish
difference, Examples of a point of
differentiation.
are characteristics of a difference include the
Differentiation is the way
product or service that delivery of a service
in which the goods or
distinguish it from within a certain time
services of a company
competitors. These frame, user friendly
differ from its
unique characteristics are ordering process and the
competitors. Indicators of
incentives that can promise of a certain type
the point of difference's
persuade consumers to of experience or solution.
success would be
choose your business or
increased customer
offering over others.
benefit and brand loyalty.
Brand Mantra/Essence/Core Brand
Promise
• Brand essence, also known as a brand

mantra, is a short statement that
expresses the ‘heart & soul’ core of
what that brand represents or the
image
it seeks to project.
• A brand essence statement is often just two
to three words. Although formats can vary,
the statement's tone is most important.
• Message based on three elements:
Implementing a Brand Mantra
To achieve
brand
equity/value
Creating brand values through
Internal/External Branding
• Internal branding is a corporate philosophy
that focuses on bringing the company's
core culture, identity and premise to its
employees as well as its consumers, and
usually looks to make workers at all levels
“ambassadors” or true representatives of the
company and its values.
• An external brand communicates your
company's promise to customers. An
internal brand should align with and
support the external brand, but it has a
separate mission: to build a culture that
engages employees and motivates them to
deliver on that promise.
Internal/External Branding Directly Influences Customer-
Brand Relationship Process (CBR)
How To Determine if
Your Brand Position is
Strong
Typically, organizations have several positions available to them. A
strong brand position can pass through these four filters:
1.Relevance: Does the target audience care about your
differentiation? Is it important in their purchase decision making?
2.Differentiation: Does the target market really believe you are
different (superior) to your competitors? Are your competitors able to
make the same claim? (One of the ways commonly used to test
positioning statements is to substitute your competitor’s brand name for
yours. If it is still a true statement, then it is not a strong position. For
example, a university said its differentiation was that they were “the only
place where students can use their gifts.” As that would also be true for
just about any institute of higher education, this is not a strong
positioning statement.)
3.Delivery: Can you actually deliver on the differentiation? Is this a promise you will be able to
keep over time? There is a story of a bank who decided to position themselves as fast, the bank
where you could get your business done quickest. It seemed like a good idea: after all, consumers
wanted a fast bank and none of their competitors were making the claim that they were fastest.
However, after looking at the financial analysis of what it would take in terms of additional staff,
additional branches and additional ATMs, it became clear that there was no way to be the “fast
bank” and still stay in business. The position was not deliverable.
4.Communication: I have no doubt that all marketers are able to communicate their positions —
but the challenge may be the amount of resources it will take to communicate your position to the
target market. If you have a highly technical position, will need to educate the market on your
position or if you are going to have consumers change the way they do something, you had better
plan on having significant resources available to achieve your position. Consider your company’s
typical marketing spend — and the likelihood of increasing it — when determining which position is
optimal for your brand.
Case study (for class
discussion)
Based on the case study, provide the following answers:
• Evaluate the positioning of each brand.
• Who are their target markets based on the discussion?
• What are their main points-of-parity and points-of-difference?
• Have they defined their positioning correctly? How might it be
improved?
• Draw a brand mantra (sentence) of the both brands based on the
three factors/criteria as discussed.

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Topic 2

Brand STPs Model - Brand Mantra & Implementation

Creating brand values through Internal/External Branding Process

How To Determine if Your Brand Position is Strong

In marketing, market segmentation

• Brand essence, also known as a brand

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