Marketing Ch10

Marketing Ch10 - Chapter 10: Crafting the Brand Position...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 10: Crafting the Brand Position Developing and Communicating a Positioning Strategy Marketing strategy built on STP segmentation, targeting, and positioning Positioning is the act of designing the companys offering and image to occupy a distinctive place in the minds of the target market. Determine category membership the products or sets of products with which a brand competes and which function as close substitutes. Once marketers have fixed the competitive frame of reference for positioning, they can define the appropriate points-of-difference and points-of-parity associations. Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find the to the same extent with a competitive brand. Consumer Desirability Criteria for PODs: Relevance, Distinctiveness, Believability Points-of-parity (POPs) are associations that are not necessarily unique to the brand but may in fact be shared with other brands o Category POPs are associations consumers view as essential to a legitimate and credible offering within a...
View Full Document

Page1 / 2

Marketing Ch10 - Chapter 10: Crafting the Brand Position...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online