Description
Although there are different definitions of brand positioning, probably the most common is: identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies.
Brand Concept Management
Brand Benefits
• Functional - intrinsic advantage (Head & Shoulders eliminates my dandruff) • Symbolic - extrinsic advantage - (H&S makes me beautiful) Badge brands fulfill needs for self esteem • Experiential - usage imagery (H&S tingles when I lather it onto my scalp)
Stages of Positioning Strategies
• Introductory - helps consumers to understand brand image • Elaboration - help consumers perceive brand’s increasing value • Fortification - links brand image to image of other brand products in different product classes
Functional Benefit Concepts
Introduction
Clorox bleach
Elaboration
prob/solve strategy; cotton to synth prob/solve strategy; extend usage
Fortification
soil/stain remover; new scents health/beauty products; Intensive care BabyWipes
Vaseline skin balm
Symbolic & Experiential Benefit Concepts
Introduction Elaboration
Symbolic Concepts controlled mkt. Mix 26 stores, control Experiential Concepts Houses, outfits magnifiers, large blocks
Fortification
Lenox china Brooks Bros. suit
crystal, silver shoes, cologne
Barbie Doll Lego Blocks
magazine, games do-it-yourself furniture
Repositioning
• Establish more compelling POD and POP • Change target audience (Frosted Flakes) • Develop a new use (Baking soda)
Equity Reinforced
Marketing actions must consistently convey the meaning of the brand to consumers in terms of what products the brand represents, core benefits supplied, needs satisfied and uniqueness. Reinforcing strategy - enhance brand meaning and associations Revitalizing strategy - recapture lost sources by expanding awareness and improving brand associations and image
Brand Portfolio Adjustments
• Migration strategies - acquire new consumers by making brand seem relevant to them personally • “You are who you are become of where you were when” outlook • Tactics - testimonial ads, line extensions, on line offerings, retail stores
Questions
• How might Disney maintain brand equity in the film Bambi over the years? • Which strategy, reinforce or revitalize, is most important for the Bambi brand? • Would symbolic or experiential concepts be more suitable to the Bambi brand?
Predictors of Success
Brand
• Johnnie Walker Scotch
• • • • •
Evian Jockey Volkswagen Victoria’s Secret Swiss Army
Extension upscale men’s apparel deodorant fitted sheets golf carts laundry detergent frozen meals
doc_539355315.ppt
Although there are different definitions of brand positioning, probably the most common is: identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies.
Brand Concept Management
Brand Benefits
• Functional - intrinsic advantage (Head & Shoulders eliminates my dandruff) • Symbolic - extrinsic advantage - (H&S makes me beautiful) Badge brands fulfill needs for self esteem • Experiential - usage imagery (H&S tingles when I lather it onto my scalp)
Stages of Positioning Strategies
• Introductory - helps consumers to understand brand image • Elaboration - help consumers perceive brand’s increasing value • Fortification - links brand image to image of other brand products in different product classes
Functional Benefit Concepts
Introduction
Clorox bleach
Elaboration
prob/solve strategy; cotton to synth prob/solve strategy; extend usage
Fortification
soil/stain remover; new scents health/beauty products; Intensive care BabyWipes
Vaseline skin balm
Symbolic & Experiential Benefit Concepts
Introduction Elaboration
Symbolic Concepts controlled mkt. Mix 26 stores, control Experiential Concepts Houses, outfits magnifiers, large blocks
Fortification
Lenox china Brooks Bros. suit
crystal, silver shoes, cologne
Barbie Doll Lego Blocks
magazine, games do-it-yourself furniture
Repositioning
• Establish more compelling POD and POP • Change target audience (Frosted Flakes) • Develop a new use (Baking soda)
Equity Reinforced
Marketing actions must consistently convey the meaning of the brand to consumers in terms of what products the brand represents, core benefits supplied, needs satisfied and uniqueness. Reinforcing strategy - enhance brand meaning and associations Revitalizing strategy - recapture lost sources by expanding awareness and improving brand associations and image
Brand Portfolio Adjustments
• Migration strategies - acquire new consumers by making brand seem relevant to them personally • “You are who you are become of where you were when” outlook • Tactics - testimonial ads, line extensions, on line offerings, retail stores
Questions
• How might Disney maintain brand equity in the film Bambi over the years? • Which strategy, reinforce or revitalize, is most important for the Bambi brand? • Would symbolic or experiential concepts be more suitable to the Bambi brand?
Predictors of Success
Brand
• Johnnie Walker Scotch
• • • • •
Evian Jockey Volkswagen Victoria’s Secret Swiss Army
Extension upscale men’s apparel deodorant fitted sheets golf carts laundry detergent frozen meals
doc_539355315.ppt