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1、,POSITIONING l Definition of “Positioning”l Essential elements of Positioning,BRAND POSITIONING l It is the way we want consumers to think about our brand. l It can be simply captured in the following statement:,l Effectively, it states the reason for the brands existence. l It therefore: - precedes
2、 the development of all sub-strategies, and - provides a blueprint for the marketing and franchise- building of a brand,To , Brand X is the brand of (target group) that . (competitive framework) (benefit) The reason is . (reason-why),POSITIONING EXAMPLE(GATORADE),To active athletes of all ages and l
3、evels , Gatorade is (target group) the brand of thirst-quencher that (competitive framework) best satisfies deep thirst and replenishes fluids . (benefit) The reason is 1) Gatoradess scientifically proven formula and (reason-why) 2) Endorsement by all major U.S. professional sports .,ESSENTIAL ELEME
4、NTS OF BRAND POSITIONING,1. CONSUMER NEEDS 2. TARGET GROUP 3. COMPETITIVE FRAMEWORK 4. BENEFIT 5. FRASON-WHY 6. BRAND CHARACTER,l Usually require market research to understand - their relative order of importance - how well current products deliver against them l Should be expressed in both physical
5、(functional) and psychographic (emotional) terms.,CONSUMER NEEDS,ESSENTIAL ELEMENTS OF BRAND POSITIONING,l Make me Healthier “I want to drink something that will help me stay healthy” lWet My Mouth “I need a liquid thats not bad for me light taste and low in calories” lPick Me Up “Im fatigued, and I
6、 want a stimulant to pick me up and make me alert” lTreat My Taste Buds “Give me something that excites my mouth with flavor” lRefresh Me Guiltlessly “Im thirsty, and I want something that tastes good, but is also low in calories” lChill My Body “Im hot, tired, and thirsty, and I want something to c
7、ool me down” lRelax Me “Im at home in the evening, and I want to unwind the evening,CONSUMER NEEDSSOFT DRINK CATEGORY EXAMPLES,It comprises the most likely prospects for a product. The prospects have a similar set of needs/concerns. The target group must also be determined by needs and concerns and
8、not only by demographics The target deals with all potential users of a product, not limited to just a media target.,TARGET GROUP,COMPETITIVE FRAMEWORK,ESSENTIAL ELEMENTS OF BRAND POSITIONING,l The “framework” is a grouping of like products with which our product competes. l It answers the questions - “What does this product substitute for?” - “Where is its volume coming from?” l It must be consistent with the brands main benefit - In the Gatorade example we looked at The thirst-quenching benefit was consistent with a framework that included sports drinks and water,