keller 战略品牌管理 03 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料.pptVIP

Brand Positioning Define competitive frame of reference Target market Nature of competition Define desired brand knowledge structures Points-of-parity necessary competitive Points-of-difference strong, favorable, and unique brand associations Issues in Implementing Brand Positioning Establishing Category Membership Identifying Choosing POP’s POD’s Communicating Establishing POP’s POD’s Sustaining Evolving POD’s POP’s Establishing Category Membership Product descriptor Exemplar comparisons Identifying Choosing POP’s POD’s Desirability criteria (consumer perspective) Personally relevant Distinctive superior Believable credible Deliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible difficult to attack Major Challenges in Positioning Find compelling impactful points-of-difference (MacMillan McGrath, HBR, ‘97) How do people become aware of their need for your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for? Major Challenges in Positioning Find compelling impactful points-of-difference (cont.) How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no longer used? Communicating Establishing POP’s POD’s Create POP’s and POD’s in the face of attribute benefit trade-offs Price quality Convenience quality Taste low calories Efficacy mildness Power safety Ubiquity prestige Comprehensiveness (variety) simplicity Strength refinement Strategies to Reconcile Attribute Benefit Trade-Offs Establish separate marketing programs Leverage secon