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Crafting the Brand Positioning
How can you make your product stand out?

Belinda B. Ella
February 6, 2014
Positioning

act of designing the company’s offering and
image to occupy a distinctive place in the mind
of the target market.
Positioning Strategy
Competitive Frame of Reference
• Identify competitors
• Analyze competitors
Points of Parity
(POPs)

Points of
Difference
(PODs)

• Associations that may
be shared with other
brands

• Attributes or benefits
unique to a certain
brand
Brand Mantra
• Articulation of the heart and soul of the brand
• Short three- to five- word phrases
Coca-Cola Positioning
• Competitive frame of reference
– Colas?
– Non-alcoholic?

• Points of difference
– Distinctive taste profile
– Optimistic view of life
– Classic, iconic symbolism & imagery
Coca-Cola Positioning
• Points of parity
– Contemporary, up-to-date
– Refreshing flavor

• Brand slogan
– “Coke Side of Life”
Be DIFFERENT.
Be UNIQUE.
Be DIFFERENT.
Be UNIQUE.

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Chapter 10 crafting the brand positioning