Brand Positioning
Type of segment user of the brand:
• Convertible: highly likely to switch
• Shallow: not ready to switch, but may b considering the alternatives
• Average: comfortable with their choice unlikely to switch in the future
• Entrenched: extremely loyal and don’t want any change.
Type of segment user of the brand:
• Strongly unavailable: strongly prefer their current brand
• Weakly unavailable: preference lies with their current brand, although not strongly
• Ambivalent: as attracted to “other” brand
• Available: prefer the “other” brand
Points of Difference: It is the strong favorable and unique brand associations it may be based upon virtually any type of attribute or benefit association
Points of Parity: It is the association that consumer view as being necessary to be a legitimate and credible offering with in a certain product or service category.
Points of parity versus points of difference:
To achieve the point of parity on a particular attribute or benefit a sufficient number of consumers must believe that the brand is good enough on that dimension where as the point of difference requires clear superiority demonstrated by the brand.
Choosing Points of difference
Desirability Criteria
• Relevance: Target consumer must find the POD personally relevant and important
• Distinctiveness: Target consumer must find the POD distinctive and superior.
• Believability: Target consumer must find the POD believable and credible
Deliverability Criteria
• Feasibility: It must be feasible for the firm in terms of affordability, resources necessary to actually create the POD.
• Communicability: It can depend upon on many things but the most important one is whether consumers can be given a compelling reason why the brand will deliver the desired benefit.
• Sustainability: sustainability of the actual and communicated performance over time.
Core Brand Values: They are the set of attributes and benefits that characterized the 5 – 10 most important aspects and dimensions of a brand
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