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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 company’s 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...
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This note was uploaded on 03/02/2011 for the course MRKT 685 taught by Professor Choi during the Spring '11 term at Rutgers.
- Spring '11