2b dokuz eylul university izmir int week 2013 positioning and branding vs3
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branding and positioning basic introduction positioning diamond
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2b dokuz eylul university izmir int week 2013 positioning and branding vs3
- 1. ¨Marketing is not a war of products, it’s a war of perceptions.¨ Al Ries / Jack Trout
- 2. People are programmed to spot differences What do you notice?
- 3. Eldorado v.a. € 479,- Takkitakkisland v.a. € 530,- Costa-ish v.a. € 569,- F*ing middle of Nowhere v.a. € 130,- Farawaygistan v.a. € 820,- Timbuktu v.a. € 645,- 1 2 3 4 5 6
- 4. Category in the mind of the customer Holiday Summer holiday Tropical beach destination Destination x European beach Winter holiday City trip Points of difference Points of parity Rational differences Emotional differences
- 7. PS3 “for Nerds “ Wii “fun “ Emotional differences
- 8. Brand associations are built over time Each advertising / commercial helps to build associations Play station Sony
- 9. Brand associations work fast in your brain and are “emotionally” logical Which celebrity brand has a good fit with which brand ?
- 10. Brand associations work fast in your brain and are “emotionally” logical Which celebrity brand has a good fit with which charity brand ? ?
- 11. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions “Cosmetics with a consience” Socially and environmentally responsible • Natural ingredients • Green packaging • Recycling/disposal of by products • Fair trade products • Not tested on animals • Support social projects Women who feel responsible and want to contribute Guilt free shopping High quality cosmetics Conventional cosmetics and Cosmetic stores
- 12. Positioning diamond Safety Ability to withstand an accident Without serious injury • Sturdy looks • Safety features (SIPS, airbags) • Pro active safety • Collision avoidance system • Impact reduction • Pedestrian detection Men and women who feel Responsible and want to avoid risk, protect your family (accountant, doctors, ) Car brands in same category that focus on performance (Audi, BMW, Mercedes) Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions
- 13. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions
- 14. How to enter the “Imported mexican beer” product category in the USA ? New Market leader
- 15. Category in the mind of the customer Beer Home brew Imported beer Mexican Corona European Points of difference Points of parity
- 17. What positioning could Dos Equis choose to attack Corona, marketleader in “mexican imported beer”?
- 18. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions Rational differences Emotional differences
- 19. The Most Interesting Man
- 20. Brand concept Dos Equis • "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly."[
- 21. Dos Equis adresses different psychological need Maslow
- 22. • Brands help consumers with their choice • When can brands make a difference ? • With products that are percieved to be (functionally) similar to the consumer • Choosing a product solely on rational aspects is usually difficult • A strong positioning helps consumers to choose a brand • Never loose the connection with your identity
- 23. Culture Passion brand Positioning Advertising appeal Cultural moodboard Persona Brand description Positioning diamond Advertisement concept
- 24. • Develop a positioning diamond for your product with a persona
- 25. Positioning diamond Why What is the brand promise and benefit for the consumer ? Who for Who is the target group Needs and wants. Consumer insight Support Factual or subjective elements that support claim Against who Who are the most important competitors of which we have to get consumers 4 Positioning questions Rational differences Emotional differences Persona