This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: CHAPTER 6 Building Better Benefits for a Compelling Payoff T he "benefit" is the fourth essential element in developing a brand posi, tioning. The benefit is the principle driver in the customer's purchase decision. It is the customer's payoff for purchasing and using your brand of products and/or services. It addresses the customer's questions: "So, what's in it for me?" and "Why should I purchase your product?" Types of Benefits The positioning benefit provides customers with the basis for choosing your product or service. Therefore, it needs to be competitive. Moreover, it should be the most meaningful customer benefit you want to and can own, in the minds and hearts of your customers. There are a number of benefit types. There are product, customer, and emo- tional benefits. The Reach toothbrush provides us with an illustration of the three types of benefits. Building a Brand Through Power Positioning Product-Reaches better (than competitive toothbrushes) to clean places other brushes can miss. Customer-Results in cleaner, healthier teeth. Emotional-Gives you the confidence that you are doing your best to keep your teeth cleaner and healthier. Notice the difference among the benefit types. The product benefit gets at what the product itself does. It is probably the most frequently used benefit type in positioning and advertising. Sometimes it's the only benefit you need, such as when your product is establishing a new segment or category- or, when the product benefit enables different customers to take away a cus.. tomer benefit that is particularly meaningful to them (from among an array of potential customer benefits). Unfortunately, its frequency of use is more likely a function of the lack of sophistication of the marketer. The product benefit is the lowest,order benefit and, in many cases, will fail to evoke brand loyalty particularly with parity products. The customer benefit addresses the reward inherent in the product benefit to the customer. In the Reach toothbrush example the customer benefit is cleaner, healthier teeth. The customer benefit builds a bridge for customers in translating the product benefit into something more meaningful to them. Additionally, it can serve to differentiate one product from another. You may arrive at the customer benefit by simply addressing the following ques.. tion regarding the product benefit: "So, why is that important to me?" The emotional benefit is, in reality, another form or classification of cus.. tomer benefit. "Feelings" and "beliefs" as opposed to performance factors characterize it. We can identify an emotional benefit by the presence of these words and, as we observe from the Reach example, "confidence" among oth .....
View Full Document
This note was uploaded on 04/07/2009 for the course JOUR 3403 taught by Professor Cheval,mel during the Fall '07 term at Colorado.
- Fall '07