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strategic brand mgt wk5a chp3-2

strategic brand mgt wk5a chp3-2 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management Koert van Ittersum Georgia Tech, College of Management
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v 12/08/2000 Overview v Identifying and Establishing Brand Positioning v Positioning Guidelines v Defining and Establishing Brand Values v Internal Branding
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v 12/08/2000 Identifying and Establishing Brand Positioning Brand positioning – act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers’ minds.
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v 12/08/2000 Identifying and Establishing Brand Positioning 1. Who is the target consumer? 2. Who are the main competitors? 3. How is the brand similar to these competitors? 4. How is the brand different from these competitors? Competitive frame of reference for positioning
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v 12/08/2000 Identifying and Establishing Brand Positioning Points of Difference and Parity v Points-of-difference association (POD) o Strong, favorable and unique brand associations o 1 Unique Selling Point o 1 Sustainable competitive advantage
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v 12/08/2000 Identifying and Establishing Brand Positioning Points of Difference and Parity v Points-of-parity association (POP) o Category point of parity associations o Competitive point of parity associations
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v 12/08/2000
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