Brand Positioning Strategies Explained
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Questions and Answers

Tony's Chocolonely's approach to brand positioning is best described as:

  • Ignoring traditional positioning strategies in favor of a stealth positioning approach.
  • A purpose-driven strategy that challenges industry norms, reflecting a challenger personality. (correct)
  • Primarily driven by a vertical positioning strategy focused on superior shared features.
  • Focusing solely on the horizontal positioning strategy by adding new attributes to chocolate.

Which positioning strategy involves disassociating a product from a negative perception by associating it with a different category?

  • Reverse Positioning
  • Stealth Positioning (correct)
  • Vertical Positioning
  • Horizontal Positioning

A company initially known for providing a specific service expands its offerings, leading customers to perceive it as something broader. Which strategy is exemplified by Revolut's evolution from a 'Money App'?

  • Breakaway Positioning (correct)
  • Horizontal Positioning
  • Gender Bending Positioning
  • Reverse Positioning

Which positioning strategy is characterized by stripping away costly and expected attributes from a product and adding new, surprising ones?

<p>Reverse Positioning (B)</p> Signup and view all the answers

A product, traditionally marketed to one gender, shifts its appeal to the other gender. Which positioning strategy does this represent?

<p>Gender Bending (A)</p> Signup and view all the answers

A marketing team is using psychographic data for audience segmentation. What advantage does this approach offer over purely demographic segmentation?

<p>It offers a deeper understanding of consumer motivations, values, and lifestyles. (B)</p> Signup and view all the answers

Why is brand positioning important for marketing communication?

<p>It helps in creating clear and consistent brand messaging that resonates with the target audience. (C)</p> Signup and view all the answers

What is the purpose of 'consumer journey maps' in marketing?

<p>To illustrate the steps a consumer takes when interacting with a brand, from initial awareness to purchase and beyond. (D)</p> Signup and view all the answers

In the context of the 6M Framework for Developing IMC, which stage focuses primarily on the execution of the marketing communication strategy?

<p>Execution (B)</p> Signup and view all the answers

A company identifies what they want to accomplish with a specific audience. According to the material, what have they clarified?

<p>Mission (B)</p> Signup and view all the answers

A luxury brand wants to enhance its brand positioning. Which strategy would be MOST effective in achieving this?

<p>Focusing on highlighting the unique craftsmanship, heritage, and exclusivity of the brand. (B)</p> Signup and view all the answers

What is the role of insight generation in the STP (Segmentation, Targeting, Positioning) marketing model?

<p>To inspire creative content and marketing strategies based on a deep understanding of the target audience. (B)</p> Signup and view all the answers

A company decides to target a new, commercially attractive segment. What has that company done?

<p>Selected the target audience. (D)</p> Signup and view all the answers

Which of the following best describes the primary goal of brand positioning?

<p>To establish a unique place in the minds of target customers. (A)</p> Signup and view all the answers

According to Al Reis, what does brand positioning primarily involve?

<p>Influencing the perception of the prospect. (C)</p> Signup and view all the answers

What is the ultimate determinant of a brand's position in the market?

<p>The consumer's response to the brand. (A)</p> Signup and view all the answers

Which element is most crucial when establishing effective brand positioning?

<p>A memorable image and clear identity (D)</p> Signup and view all the answers

What is the role of differentiation in effective brand positioning?

<p>To clarify the unique value your brand delivers to the target audience. (B)</p> Signup and view all the answers

A company is launching a new line of eco-friendly cleaning products. Which positioning strategy would be MOST effective in capturing a significant market share?

<p>Positioning the products to solve unmet needs or problems better than the competition. (A)</p> Signup and view all the answers

Which scenario exemplifies effective brand positioning?

<p>A brand that consumers immediately recognize and understand its specific benefits. (A)</p> Signup and view all the answers

How does brand positioning influence consumer behavior?

<p>It influences how consumers remember the brand. (D)</p> Signup and view all the answers

According to Theodore Levitt, how should companies primarily define themselves?

<p>By the value they create in consumers' lives. (C)</p> Signup and view all the answers

What is the main purpose of a brand positioning statement?

<p>To outline the unique value a brand offers to its target market. (A)</p> Signup and view all the answers

Which of the following is NOT a core component of a brand positioning statement?

<p>How much does it cost? (D)</p> Signup and view all the answers

What is the purpose of the 'reasons to believe' component in a positioning statement?

<p>To provide evidence supporting the brand's value claim. (D)</p> Signup and view all the answers

What is the role of a Unique Selling Proposition (USP) in brand positioning?

<p>To communicate a brand's most important value claim for a specific target segment. (A)</p> Signup and view all the answers

In the context of brand positioning, what does 'relevance' refer to?

<p>Ensuring the value claims are applicable to the target audience. (C)</p> Signup and view all the answers

How does a strong USP contribute to brand selection by consumers?

<p>It provides a clear and compelling reason for consumers to choose the brand over competitors. (C)</p> Signup and view all the answers

What does the 'competitive set' refer to in the context of a positioning statement?

<p>The direct and indirect competitors that a brand is vying against for market share. (D)</p> Signup and view all the answers

When conducting competitor perceptual mapping, what is the primary goal?

<p>To visualize brand positions and identify potential market gaps. (B)</p> Signup and view all the answers

A company discovers that its product is primarily purchased by one gender, but they believe it would appeal to a broader audience. Which positioning strategy would be most appropriate to shift appeal?

<p>Gender Bending (D)</p> Signup and view all the answers

Which component is NOT part of assessing whether a company can sustain its positioning?

<p>Fidelity (C)</p> Signup and view all the answers

What is the primary focus of vertical positioning?

<p>Positioning around the 'superiority' of shared features (B)</p> Signup and view all the answers

A new tech company is launching a smartphone with features similar to its competitors, but at a much lower price. Which positioning strategy aligns with this approach?

<p>Horizontal Positioning (A)</p> Signup and view all the answers

A company wants to reposition its luxury brand to appeal to a younger, more budget-conscious demographic without alienating its existing customers. Which positioning strategy would be most suitable?

<p>Reverse Positioning (A)</p> Signup and view all the answers

In the context of evaluating a company's positioning, what does 'feasibility' refer to?

<p>The company's capacity to deliver on the positioning promises through its operations and offerings. (A)</p> Signup and view all the answers

Which of the following best describes the positioning strategy employed by Red Bull, based on the provided information?

<p>Aligning the brand with sport, adventure, and high energy. (D)</p> Signup and view all the answers

An energy drink company sponsors extreme sports events, partners with influencers, and uses content marketing. Which brand positioning strategy are they primarily employing?

<p>Lifestyle positioning around sport, adventure, and high energy. (C)</p> Signup and view all the answers

Coca-Cola has successfully positioned itself through positivity, inclusivity and friendship. What has empowered them to create an emotional connection with their customers?

<p>Consistent messaging over an extended time period. (D)</p> Signup and view all the answers

Apple's brand positioning is built around simplicity, creativity, and humanity. How does Apple communicate its brand positioning?

<p>Through product design, customer experience, and messaging. (D)</p> Signup and view all the answers

Nike's 'Just Do It' slogan is an example of brand positioning around innovation and performance. Which of the following actions would undermine Nike's current brand positioning?

<p>Releasing a line of products that are low quality. (D)</p> Signup and view all the answers

Which brand positioning strategy focuses on associating a product with a particular way of living?

<p>Lifestyle positioning (B)</p> Signup and view all the answers

A company wants to emulate Apple's success in brand positioning. What should they prioritize?

<p>Integrating brand values into all aspects of the business. (B)</p> Signup and view all the answers

How can a brand ensure its positioning remains consistent and resonates with its target audience over time?

<p>By adapting marketing channels while maintaining core messaging. (C)</p> Signup and view all the answers

If a beverage company wants their brand to stand out, what should they do to differentiate it from competitors?

<p>Develop a unique formulation or product benefit. (C)</p> Signup and view all the answers

Flashcards

Vertical Positioning

Positioning based on excelling in shared features within a category.

Horizontal Positioning

Positioning that involves adding new attributes or benefits to a product.

Reverse Positioning

Positioning that repositions a product to appeal to a different audience.

Breakaway Positioning

Positioning that aims to associate a product with a completely different category.

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Stealth Positioning

Positioning to associate a tainted product with a loved category.

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Audience Segmentation

Dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics.

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Psychographic Data

Using consumer's psychological characteristics (values, interests, lifestyles) to create more relevant and targeted marketing messages.

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Targeting Segments

Focussing marketing efforts on the segments that offer the most potential for commercial success.

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Consumer Profiles and Journey Maps

Detailed descriptions of target consumers to guide content creation and channel selection, providing a human face to data.

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Insight Generation

The process of uncovering meaningful understandings from data that inspire and spark creativity in marketing strategies.

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STP Marketing Model

A strategic framework in marketing that involves Segmentation, Targeting, and Positioning to reach the target audience.

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Brand Positioning

A clearly defined statement of how a product or brand is unique and valuable in the consumer's mind relative to competitors.

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6M Framework for IMC

A structured approach to integrated marketing communications encompassing market, mission, message, media, money and measurement.

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Market Segmentation

Dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics.

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Brand Position

The consumer determines this based on their response, regardless of your intention.

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Positioning

It is what you do to the mind of the prospect.

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Effective Positioning: Memorability

Establishes a unique image and identity, attaching meaning and context.

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Effective Positioning: Differentiation

Clarifies the unique value your brand delivers and how it solves unmet needs better than competitors.

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Brand Positioning Statement

A strategic document outlining the unique value a brand offers to a specific target market segment.

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For Whom, When, Where?

Segment, usage situation, location. These are the core elements to consider when defining your target audience.

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What Value?

The unique benefit or advantage that a brand offers to its target segment.

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Why & How?

The evidence and reasons that support the brand's value claim.

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Relative to Whom?

Identifying the other brands or choices that your target segment might consider.

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Positioning Statement Template

A concise statement that summarizes the brand's positioning, including target segment, competitive set, unique value claim, and reasons to believe.

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Unique Selling Proposition (USP)

The single most important benefit that differentiates a brand from its competitors.

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Relevance

Value claims should be relevant to the target audience's needs and desires.

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Lifestyle Positioning

Brand positioning focusing on sport, adventure, and high-energy lifestyles.

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Product Differentiation

Differentiating a product through its unique formulation and high quality.

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Coca-Cola Positioning

Coca-Cola's brand positioning focuses on positivity, inclusivity, and friendship.

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Emotional Association

Creating an emotional connection with consumers through consistent messaging. Coke positions itself in culture and daily life.

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Apple's Tenets

Apple's brand positioning is built around simplicity, creativity, and humanity.

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Brand Positioning Integration

Integrating brand positioning into every aspect, including product design, customer experience and messaging.

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Nike's Positioning

Nike's brand positioning focuses on empowerment and performance.

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Consistent Demonstration

Consistently showcasing innovation and high performance in products and advertisements.

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Defendable Attributes

Attributes of a product or service that competitors cannot easily replicate or challenge.

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Competitor Perceptual Mapping

A visual tool to understand how brands are perceived relative to competitors, revealing market gaps.

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Faithful Positioning

Ensuring a company can deliver on its positioning promise consistently and authentically.

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Study Notes

Housekeeping & Questions from last week

  • Group Project self-enrolment closes tomorrow
  • Group Project brand selection is on Feb 19th
  • Grace Conneely, MSc Marketing Practice overview, Wed Feb 19th @12pm
  • The midterm and final term quizzes are being held at Blackrock Exam center, Carysfort Avenue, Blackrock, Co. Dublin
  • Class schedule changes, check Syllabus 4.0 updated on Brightspace
  • 05.03.25 - an updated Pre-recorded lecture ‘Customer Journey & Media Selection' with media buying expert will be available on Brightspace, there will be no in-person class on this day
  • 26.03.25 - Module 3 - Budgeting & Measurement date
  • 02.04.25 - Crocs case study and discussion questions date
  • 09.04.25 - Under Armour case study and discussion questions date

Recap on Last Week

  • Audience segmentation is breaking down your target audience into smaller more defined groups with similar characteristics
  • Psychographic data goes beyond demographic segmenting for more accurate targeting and connection
  • Consumer profiles and journey maps bring your segments to life and support the content creation & channel selection process
  • Insight generation should go beyond data to inspire and spark creativity

Learning Outcomes For Today

  • STP Marketing Model will be covered
  • Defining the importance of Brand Positioning in effective Message creation
  • Identifying the most important and unique value claims

6M Framework for Developing IMC

  • A key framework for developing Integrated Marketing Communications consisting of 3 stages and 6 steps
  • Stage I (Planning): Market, and Mission
  • Stage II (Execution): Message, and Media
  • Stage III (Impact): Money, and Measurement

Our Journey So Far...

  • Clarifying the Mission and what we need to achieve and with what target audience
  • Segmentation of target audience
  • Selection of target & the most commercially attractive segments has occurred
  • Insight built for target segments

Message

  • Crafting the content of communication to resonate and achieve the desired objectives
  • Content Development is the specific information, idea or narratives to be delivered which may include USP's key features and/or benefits
  • Customer Journey defines the different massages required by audience or channel
  • Engagement & Appeal involves structuring messages for maximum persuasion, and should be built on understanding & insight
  • Consistency is vital for all messages in all channels

The 'P' of STP

  • STP model helps in large diverse markets, decide the best customers
  • Can create a clear position in markets to stand out from competitors
  • Segmentation: Divide the market into distinct groups of customers
  • Targeting- select the most attractive segments to focus on
  • Positioning- determine how to position your brand
  • Create a clear, distinct position in that market, in a way that differentiates you from the competition

Brand Positioning

  • Positioning ensures target customers can find us and ensures that they know the value on offer

  • Creates a strategic process to clarify how we compete

  • Establishes a unique place for your brand in the consumer mind

  • The consumer determines their brand position by response to it

  • Al Reis stated that Positioning is what you do to the consumer, not the product

Effective Positioning Drives...

  • Memorability as it establishes a unique image and identity
  • It attaches meaning and context to your brand
  • Influences how consumers place your brand in their mind map and understand it
  • Differentiation, which clarifies value that your own brand can deliver
  • Influences how consumers perceive you to solve their unmet needs or problems better than your competitors
  • Relevance by highlighting the difference you are going to make in the lives of your audience and the value
  • Solves for the most relevant needs of each segment, tailored by segment
  • Resonance which embodies the qualities and values most important to the target audience
  • Influences how consumers identify and connect with your brand

Different Positioning Strategies

  • Vertical: Positioning around ‘superiority’ of shared features in a category (faster, better, cheaper)
  • Horizontal: Adding new features, benefits or value
  • Reverse: Positioning that strips away costly and expected attributes & add new surprising ones
  • Gender Bending: Repositioning to shift appeal from one gender to another
  • Breakaway: Positioning to associate the product with an entirely different category
  • Stealth: Positioning to associate a tainted product with a loved category

Tony's Chocolonely

  • Chocolate company with great messaging
  • Slogan "Crazy about chocolate, serious about people"
  • Committed to making the world's chocolate 100% slave-free
  • Has a 3 step roadmap for spreading the idea of 100% slave-free chocolate: awareness, lead by example, inspire to act

Revolut

  • A digital bank with the mission to “unlock the power of a borderless economy, for everyone.”
  • It is a Mobile first, digital-only banking platform, with no physical branches
  • Val Prop: Convenience, Cost savings, Personalisation, Multicurrency accounts, and Wide range of services make it a useful platform
  • Has automated its services and uses advanced technology

Free Now

  • Is a 'Mobility' company with a central core taxi app
  • Positioning around convenience and sustainable mobility
  • Enabled by technology and bolstered by numerous mobility brand partnerships, it is backed by Mercedes-Benz and BMW Group

Brand Positioning Statement

  • A strategic document that outlines the unique value the brand would like to offer to a particular target market segment
  • Distills the brands' value proposition into a compelling answer to the question – Why should I buy?
  • Components include a segment, usage situation & location, a Unique value claim relative to segment needs and and evidence and reason to believe why

Positioning Statement

  • For [target segment] Brand X is the only brand among all [competitive set] that [unique value claim] because [reasons to believe]
  • USP: Unique selling point

Unique Selling Proposition

  • Can be the core of a brand positioning
  • Becomes the reason a target consumer will choose one brand over another
  • Communicates a brands most important value claim
  • Addresses the fundamental needs that they need the product or service to accomplish
  • Differentiates it from a brand versus its competitors
  • Be comes a consumer facing tagline or slogan

Infamous USP'S:

  • "it's finger lickin' good” - KFC
  • Quality Never Goes out of Style - Levis
  • You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free - Dominos
  • When it absolutely, positively has to be there overnight - FedEx
  • Melts in your mouth, not in your hands - M&M's

The Brand Positioning Process - 3C's

  • What the consumer wants
  • What your brand does best
  • What your competitor does best

What Value Do Our Consumers Want?

  • Value Claim built on deep audience understanding & Insight to drive relevance &
  • Relateable: should be relevant and based on an understanding of specific needs/preferences
  • Response: connects audience with a personally meaningful narrative
  • Realistic: claims must be credible

Creating Resonance - The Benefit Ladder

  • Customer centric and market-oriented approach to understanding the value you offer
  • Helps you find the best way to connect with your customer
  • The closer to emotional benefits the stronger the connection
  • Conceptual process that links product features to emotional benefits
  • Dynamic process – consistently reviewed as audience needs evolve

How are we Different to the Competition?

  • Have Distinctive attributes and point of difference
  • Durable which identify where there is continuity to unique attributes and value
  • Defendable claims can be protected or defended

Brand Repositioning

  • Changing the existing brand's positioning in the market to target a new or broader audience, respond to market changes, update the brand's image, or counteract competitive pressures
  • Can occur to maintain or enhance a company's competitiveness, market share, and profitability.
  • Drivers of Repositioning can include conditions, Competitive pressures or Business Strategy Evolution

Examples Of Real Brand Positioning And Repositioning;

  • 'Red Bull Gives You Wings'-is Lifestyle positioning around sport, adventure and high energy.
  • 'Coca-Cola: Real Magic'- a Positioning around positivity, inclusivity and friendship
  • ‘Think DIfferent' Apple is based on Simplicity & Innovation
  • Nike offers Empowerment & Performance by bringing innovation & inspiration to every athlete in the world
  • the Dollar Shave Club is all about time and money

Summary

  • STP Marketing Model
  • Effective Brand Positioning
  • Role of Positioning in Messaging and Marketing activities
  • Different Positioning Strategies
  • Brand Positioning Statement
  • Different types of Value
  • USP – Unique Selling Proposition
  • 3C's of Brand Positioning
  • Brand Repositioning

Next Week

  • Topic: Stage II Execution: Storytelling
  • Your 'comms of the week' Positioning date
  • Group project self-enrolment closes Feb 14 date
  • Brightspace

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Description

Explore brand positioning strategies with examples from Tony's Chocolonely and Revolut. Understand how companies shift perceptions, target new audiences, and use psychographic data. Learn about consumer journey maps and the importance of brand positioning.

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