Chapter 10: Crafting the brand positioning

Positioning
It is an act of designing the compay's offerings and image to occupy a distinctive place in the mind of target market.

How to Position?

• Choose a competitive frame of reference (define customer market segement and nature of competition)
• Choose Points of Difference (POD- attributes or benefits that customer strongly associates with a product or service, positively evaluate and believe that they cannot find them in other product) and Points of Parity (POP- associations shared with other brands in product category on which the brand can be compared) .
• Establish Category Membership: By announcing category benefits (the brand will deliver on the fundamental reason for using a category), Comparing to exemplars (announcements associating with the leaders of the category) and Relying on product descriptor (brand name carrying the consie description of the product).

3 Positioning Strategies

1. Differentiation Strategy (Product Differentiation, Personnel Differentiation, Channel Differentiation)
2. Product Life Cycle (PLC) Marketing Strategies (Strategy for introduction stage, growth stage, maturity stage and decline stage)
3. Market Evolution Strategies (Emergence, growth, Maturity)