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Brand positioning for dummies

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Jeffrey Haber
Jeffrey Haber

The document discusses branding and positioning strategies. It defines points-of-difference and points-of-parity as unique attributes or shared associations that consumers have with a brand. Four differentiation strategies are also presented: product, channel, personnel, and image. Brand positioning is illustrated through a hand gesture analogy where the thumb represents points-of-difference and the fingers represent points-of-parity and shared market direction. Choosing the right strategy is likened to a thumbs up for increased sales and market share.

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Marketing Concept: Crafting the Brand Positioning Story within grasp http://jeffreyhaber08.blogspot.com/ March 2013
Defining Associations Points-of-difference Points-of-parity (PODs) (POPs) Attributes or benefits Associations that are consumers strongly not necessarily unique associate with a to the brand but may brand, positively be shared with other evaluate, and believe brands they could not find to the same extent with a competitive brand http://jeffreyhaber08.blogspot.com/
Differentiation Strategies 1. Product 2. Channel 3. Personnel 4. Image http://jeffreyhaber08.blogspot.com/
Brand Positioning for dummies Brand Positioning can be represented by a gesture of our hand http://jeffreyhaber08.blogspot.com/
Brand Positioning for dummies Our palm represents the market.. The thumb is Our four pointing away fingers are all from the others pointing We call this upwards Points-of- sharing one difference direction. (PODs) We can call this Points-of- parity (POPs) http://jeffreyhaber08.blogspot.com/
Brand Positioning for dummies In order to position our brand in the market, we need to grasp or ppic any of the four strategy Four knuckles represent the four strategies http://jeffreyhaber08.blogspot.com/
Brand Positioning for dummies Surprisingly, our thumb also point the result of our choices! Thumbs Up if we do it right! A positive sign = good Thumbs Down if we sales and do it wrong! A increase negative sign = bad market sales and decrease share market share http://jeffreyhaber08.blogspot.com/

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Brand positioning for dummies

  • 1. Marketing Concept: Crafting the Brand Positioning Story within grasp http://jeffreyhaber08.blogspot.com/ March 2013
  • 2. Defining Associations Points-of-difference Points-of-parity (PODs) (POPs) Attributes or benefits Associations that are consumers strongly not necessarily unique associate with a to the brand but may brand, positively be shared with other evaluate, and believe brands they could not find to the same extent with a competitive brand http://jeffreyhaber08.blogspot.com/
  • 3. Differentiation Strategies 1. Product 2. Channel 3. Personnel 4. Image http://jeffreyhaber08.blogspot.com/
  • 4. Brand Positioning for dummies Brand Positioning can be represented by a gesture of our hand http://jeffreyhaber08.blogspot.com/
  • 5. Brand Positioning for dummies Our palm represents the market.. The thumb is Our four pointing away fingers are all from the others pointing We call this upwards Points-of- sharing one difference direction. (PODs) We can call this Points-of- parity (POPs) http://jeffreyhaber08.blogspot.com/
  • 6. Brand Positioning for dummies In order to position our brand in the market, we need to grasp or ppic any of the four strategy Four knuckles represent the four strategies http://jeffreyhaber08.blogspot.com/
  • 7. Brand Positioning for dummies Surprisingly, our thumb also point the result of our choices! Thumbs Up if we do it right! A positive sign = good Thumbs Down if we sales and do it wrong! A increase negative sign = bad market sales and decrease share market share http://jeffreyhaber08.blogspot.com/