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13 Cards in this Set
- Front
- Back
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Define positioning. |
Act of designing company's offering & image to occupy distinct place in minds of target market |
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Define value proposition. |
Reasons that the target market should buy that particular product. |
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What is the competitive frame of reference? |
Other brands that a brand competes with showing which brands should be the focus of the competitive analysis. |
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What are the 2 defining associations? |
Points of difference: Attributes consumers strongly associate w/ brand & believe they couldn't find in another brand
Points of parity: associations not unique to one brand but shared w/ many others |
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What are the criteria for the points of difference? |
1) Desirable to consumer 2) Deliverable by company 3) Differentiating from competitors |
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Define brand mantras. |
The "heart and soul" of the brand.
3-5 Word phrases capturing the spirit of the brand positioning. |
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3 components of designing brand mantra? |
1) communicate (what is unique) 2) simplify (memorable) 3) inspire (personally meaningful) |
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3 ways of communicating category membership? |
1) announcing category benefits 2) comparing to examplars 3) relying on product descriptor |
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Examples of negatively correlated attributes & benefits? |
low price vs. high quality good taste vs. low calories effective vs. mild powerful vs. safe varied vs. simple |
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What is one differentiation strategy? |
Developing a leverageable advantage: one used as a springboard to new advantages but isn't sustainable |
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What are 4 means of differentiation? |
Employee: better trained = better customer service Channel: more effective to make buying product easier (premium pet food at vet) IMage: appeal to social & psychological needs Services: better/faster delivery system (reliability, resilience, innovativeness) |
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What are 3 components of emotional branding? |
Strong culture Communication Style Emotional hook |
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What are 5 branding guidelines for small businesses? |
Creatively conduct low cost marketing research Focus on building 1 or 2 brands based on 1 or 2 key associations Employ a well integrated set of brand elements Create buzz & loyal brand community Leverage as many secondary associations as possible |
