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Flashcards in Differentiation and Brand Positioning Deck (11)
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1
Q

brand positioning

A

place brand occupies in customer minds relative to their needs and competing brand and marketer’s decision making to create such a position

2
Q

differentiation (x2)

A

physical, perceptual

3
Q

Marketing decision makers position by (x4)

A
  1. simple physically based attributes (size)
  2. complex physically based attributes (computer speed)
  3. essentially abstract attributes (prestige)
  4. price
4
Q

Brand positioning steps (x7)

A
  1. Identify set of competitive brands in target market
  2. Identify set of determinant attributes that define product space of current offerings
  3. Collect information from a sample of customers about perceptions of each brands on determinant attributes
  4. Determine brand’s current positioning and intensity in product space
  5. Determine customers most preferred combination of determinant attributes
  6. Examine the fit between preferences of market segments and current brand positioning. Identify positions new brands may be placed.
  7. Write positioning statement or value proposition to guide development and implementation strategy
5
Q

Identify determinant attributes (x9)

A

features, benefits, parentage, manufacturing process, ingredients, endorsements, comparison, pro-environment, price/quality

6
Q

Analyze current positions of brand in the competitive set

A
  1. positioning grid (perceptual map)

2. value curve

7
Q

Software for positioning decision making

A

conjoint analysis
factor analysis and discriminant analysis
multidimensional scaling

8
Q

value proposition

A

target market, benefits offered, price range

9
Q

brand equity

A

value created by establishing customer preference (think, feel, act)

10
Q

winning market strategy

A

clear and distinctive positioning that differentiates between brands

11
Q

clear and distinctive positioning based on

A

1-2 attributes. Any more are confusing