Brand Positioning - PowerPoint PPT Presentation

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Brand Positioning

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... Hut is the brand of dine-in restaurants that let's you enjoy quality mealtime ... The reason is Pizza Hut's fun, family-oriented atmosphere and variety of menu ... – PowerPoint PPT presentation

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Title: Brand Positioning


1
Brand Positioning
  • Advertising Campaigns

2
Positioning
  • The act of designing and representing a brand so
    that it will occupy a distinct and valued place
    in the consumers mind relative to other brands.
  • Positioning strategy involves the selection of
    key themes or concepts that the organization will
    feature when communicating this distinctiveness
    to the target segment.

3
In Other Words
  • The way we want consumers to think about our
    brand relative to the competition
  • The brand position states the reason of the
    brands existence.
  • Generally, the brand position is synthesized in
    the slogan of a brand

4
Target Market Profile
  • After the selection of segments to target is done
    the next step is the TMP
  • This is a DETAILED explanation of a typical
    consumer of a segment.

5
ATT Target Market Profile
  • What kind of information describes a typical long
    distance heavy user?
  • Demographic
  • Geodemographic
  • Product-related traits
  • Media usage patterns
  • Ethnic and cultural traits
  • Psychographics Values, personality and Lifestyle.

6
Why Do We Position A Brand?
  • Optimize potential and appeal
  • Establish the competitive reason a consumer
    should select a brand
  • To provide constancy in establishing
    relationships with customers.

7
Essentials of Effective Positioning
  • Substantive value
  • Consistency
  • Internally (all parts working together to
    reinforce perception about brand)
  • Over time (perception reinforcement persists over
    duration of weeks, months, )
  • Simplicity
  • Distinctiveness

8
Important Elements Of Brand Positioning
  • Consumer needs
  • Target group
  • Competitive framework
  • Benefit
  • Reason why
  • Brand character

9
Consumer Needs
  • Needs can be
  • Social Needs related to other individuals
  • Nonsocial Not based on others
  • Needs can also be
  • Functional Resolve problems
  • Symbolic Self-enhancement, role position, ego,
    group membership
  • Hedonic Sensory pleasure

10
Consumer Needs
11
Target Group
  • This is where we use the Target Market Profile
    info.
  • Demographic
  • Psychographic, etc.

12
Competitive Framework
  • Provides a grouping of like products with which
    our product competes
  • Direct and indirect competitors
  • Warning Framework must be consistent with the
    brands main benefit
  • Example Harley Davidson vs. Kawasaki

13
Benefit
  • Encapsulates the most meaningful product
    difference between our brand and the competitors
  • Benefit must be consistent with the products
    attributes

14
Reason Why
  • Elements that adds credibility to the main
    benefit by emphasizing supporting rationale
    intrinsic to the brand.

15
Brand Character
  • Element that addresses who your brand is (traits,
    image)
  • The personality of your specific brand
  • Complexion
  • Temperament
  • Spirit/soul

16
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17
Fundamental Positioning Themes
  • Benefit positioning (we build excitement)
  • Offers consumer a positive result from use and
    ownership (functional or emotional)
  • User positioning (terra.com Hispanic web
    portal)
  • Takes specific profile of target user as focal
    point
  • Competitive positioning (Pepsi the Drink for a
    younger generation)
  • Focus is on relative merits of brand relative to
    competitors brands

18
An Example
  • To working mothers, 18-49, with children 17 years
    of age or under, who worry that they dont get to
    spend enough quality time with their families and
    feel under constant stress to balance the
    obligations of work with the responsibilities of
    family, Pizza Hut is the brand of dine-in
    restaurants that lets you enjoy quality mealtime
    with family at prices that accommodate your
    budget. The reason is Pizza Huts fun,
    family-oriented atmosphere and variety of menu
    items offered at reasonable prices. The brand
    character is fun, family - oriented and
    accommodating.
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