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Brand-Product Matrix Overview

1. Brand positioning involves identifying and establishing a brand's distinct place in the target customer's mind through points of parity and points of difference. 2. Measuring brand performance and growing brand equity over time requires defining branding strategies, leveraging secondary associations, and managing brands across cultures. 3. Successful brand positioning chooses points of difference that are desirable to customers through relevant, distinctive, and believable attributes, as well as points of parity to negate competitors.

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Charu Rara
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15 views19 pages

Brand-Product Matrix Overview

1. Brand positioning involves identifying and establishing a brand's distinct place in the target customer's mind through points of parity and points of difference. 2. Measuring brand performance and growing brand equity over time requires defining branding strategies, leveraging secondary associations, and managing brands across cultures. 3. Successful brand positioning chooses points of difference that are desirable to customers through relevant, distinctive, and believable attributes, as well as points of parity to negate competitors.

Uploaded by

Charu Rara
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Brand Positioning and Value

Presented By:
Parul Verma
Lecturer, ABS
Brand Management Process
 It involves the design and implementation of
marketing programs and activities to build,
measure and manage brand equity
4 main steps
1. Identifying and establishing brand
positioning
2. Planning and implementation brand
marketing programs
3. Measuring and interpreting brand
performance
4. Growing and sustaining brand equity
1. Identifying and Establishing Brand Positioning

 Creating brand superiority in the minds of


consumers

 Sources of brand equity.


 Brand Building : Implications of brand building
 Brand value
 Internal branding.
2. Planning and Implementation
Brand Marketing Program
 Choosing brand elements

 Integrating the brand into marketing activities


and the supporting marketing program

 Leveraging secondary associations


 Criteria for choosing Brand elements
 Building brand equity: Product strategy, pricing strategy.
 Integrated marketing communication.
 Celebrity endorsements.
 Co-branding
3. Measuring and Interpreting brand
performance
 Brand value chain : To trace the value creation process for brands, to
better understand the financial impact of brand marketing expenditures and
investments.
 Brand equity measurement system : A set of research
procedures designed to provide timely, accurate and actionable information for
marketers so that they can make the best tactical decisions in the short run and
the best strategic decisions in the long run.
4. Growing and Sustaining Brand
Equity
 Defining the branding strategy – Brand Product Mix & Brand
Hierarchy

 Managing brand equity over time :Reinforcing Brands. Brands


revitalization

 Managing brand equity over geographic boundaries, cultures,


and market segment : Global Brand strategy
Sources of brand equity

Brand Loyalty Brand Associatio


ns

Brand Awarenes Perceived Qualit


s y
Brand Building : 4 Steps of Brand Building

 Brand Identity

 Brand Meaning

 Brand Response

 Brand Relationship
Customer based brand equity
Customer based brand equity
Brand positioning

 “Act of designing the company’s offer and image so that it occupies a


distinct and valued place in the target customer’s minds”
Positioning guidelines

 Defining and communicating the competitive frame of reference

 Choosing and establishing points of parity and points of difference


Part 3: POP and POD

 POD (Point of Difference)


◦ Strong, favorable, unique brand associations
◦ May be any kind of attribute or benefit
 Two types of PODs
◦ Attribute Based
 Functional, performance related differences
◦ Image Based
 Affective, experiential, brand image related differences
Part 3: POP and POD
 POP (Point of Parity)
◦ Associations that are shared with other brands
 Two types
◦ Category: attributes that are required to include your product as a
member of that category
◦ Competitive: POP that negate your competitors PODs
 POPs can be “good enough”, but PODs should be “superior
Managerial Issues

 Criteria for POD


◦ Desirability
 Must be Relevant
 Must be Distinctive
 Must be Believable
◦ Deliverability
 Feasibility
 Communicability
 Sustainability
Brand Value

 Monetary premium that results from having customers who are committed
to a particular brand and who are willing to pay extra for it; also, the
financial value attributed to the brand, apart from other tangible assets.

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