brand bulls eye provides context to improve everyone’s understanding of the positioning of a brand in the organization

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As I mentioned in our lecture, a brand bull's eye provides context to improve everyone’s understanding of the positioning of a brand in the organization.

Following the Starbucks example in the Marketing Memo, construct a Brand-Positioning Bull's-eye for SVSU's College of Business and Management.

Everything you need you can find in www.svsu.edu

Make sure you look at the PPT first and the document is a example that what you need to write about.


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Chapter 10 Crafting the Brand Positioning Copyright © 2016 Pearson Education, Inc. 10-1 Learning Objectives 1. How can a firm develop and establish an effective positioning in the market? 2. How do marketers identify and analyze competition? 3. How are brands successfully differentiated? 4. How do firms communicate their positioning? 5. What are some alternative approaches to positioning? 6. What are the differences in positioning and branding for a small business? Copyright © 2016 Pearson Education, Inc. 10-2 Developing a Brand Positioning • Positioning – The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market – Value proposition Copyright © 2016 Pearson Education, Inc. 10-3 Value proposition Copyright © 2016 Pearson Education, Inc. 10-4 Competitive Frame of Reference • Competitive frame of reference – Defines which other brands a brand competes with and which should thus be the focus of competitive analysis – Identifying and analyzing competitors Copyright © 2016 Pearson Education, Inc. 10-5 Competitive Frame of Reference Copyright © 2016 Pearson Education, Inc. 10-6 Points-of-Difference and Points-of-Parity • Points-of-difference (PODs) – Attributes/benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Copyright © 2016 Pearson Education, Inc. 10-7 Points-of-Difference and Points-of-Parity • POD criteria Desirable Deliverable Differentiating Copyright © 2016 Pearson Education, Inc. 10-8 Points-of-Difference and Points-of-Parity • Points-of-parity (POPs) – Attribute/benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands Copyright © 2016 Pearson Education, Inc. 10-9 Points-of-Difference and Points-of-Parity • POP forms Category Correlational Competitive Copyright © 2016 Pearson Education, Inc. 10-10 Pop vs. pod • Multiple Frames of Reference • Straddle Positioning Copyright © 2016 Pearson Education, Inc. 10-11 Points-of-Difference and Points-of-Parity • Choosing specific POPs and PODs – Competitive advantage – Means of differentiation – Perceptual map – Emotional branding Copyright © 2016 Pearson Education, Inc. 10-12 Points-of-Difference and Points-of-Parity • Brand mantras Communicate Simplify Inspire Copyright © 2016 Pearson Education, Inc. 10-13 Establishing a Brand Positioning • Communicating category membership Announcing category benefits Comparing to exemplars Relying on product descriptor Copyright © 2016 Pearson Education, Inc. 10-14 Brand-positioning bull’s-eye Copyright © 2016 Pearson Education, Inc. 10-15 Communicating POPs and PODs • Negatively correlated attributes/benefits ✓ Low price vs. high quality ✓ Taste vs. low calories ✓ Powerful vs. safe ✓ Ubiquitous vs. exclusive ✓ Varied vs. simple Copyright © 2016 Pearson Education, Inc. 10-16 MONITORING COMPETITION • Variables in assessing potential competitors – Share of market – Share of mind – Share of heart Copyright © 2016 Pearson Education, Inc. 10-17 ALTERNATIVE APPROACHES TO POSITIONING • Brand narratives and storytelling – Setting – Cast – Narrative arc – Language • Cultural branding Copyright © 2016 Pearson Education, Inc. 10-18 Positioning/Branding for A Small Business • Find compelling product performance advantage • Focus on building one or two strong brands based on one or two key associations • Encourage product trial in any way possible • Develop cohesive digital strategy to make the brand “bigger and better” • Create buzz and a loyal brand community • Employ a well-integrated set of brand elements • Leverage as many secondary associations as possible • Creatively conduct low-cost marketing research Copyright © 2016 Pearson Education, Inc. 10-19 Copyright © 2016 Pearson Education, Inc. 10-20 The Brand-positioning bull’s-eye provides context to improve understanding of the position of the brand in the market. Kotler and Keller define brand positioning as an act of designing the company’s offering and image to occupy a distinct place in the mind of the target market. This model aids in the defining process. In the center is the brand mantra with around it the key points-of-parity and point-of-difference. The next outward circle contains the substantiators, or reasons-to-believe, that support the key concepts. The substantiators help to justify the points-of-parity and points-ofdifference to consumers. The outer circle ring contents two categories of information as values, personality, character and visual identity that add more insight on brand positioning. For a new product, it is often useful to define a brand mantra. It is a three to five words phrase that articulates of the soul of the brand. The brand mantra is internally focused. For example, the marketers of Nike have adopted authentic athletic performance as their mantra to guide their marketing efforts. A slogan would be the external translation to engage consumers. For Nike: Just Do It. The brand mantra for SVSU College of Business and Management, I think it is “We Care”. It is simply and clearly on SVSU’s website. SVSU CBM wants to care about every student, no matter in their study or their future career. Points-of-parity (POPs) are attribute benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands. The first POPs of SVSU CBM is the education quality, which is very close to its competitors like Central Michigan University, Western Michigan University. The second POPs of SVSU CBM is fairly price, as a public university its tuition is also similar with its competitors as well. Points-of-difference (PODs) are attributes/benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. The first POD of SVSU CBM is the low student-professor ratio. The average size is 17 students per class, which proving SVSU care about students. The second POD of SVSU CBM is the CMB travel program. The official blog covering study abroad experiences directly from students in the College of Business & Management. In 2014, students traveled to India, Prague, and Quebec on faculty-led trips. The substantiators provide factual or demonstrable support for the points-of-parity and points-of-difference. The substantiators of SVSU CBM POPs and PODs are including: AACSB accredited, $536 per credit, student-faculty ratio 17:1, and SVSU study aboard program. Values, personality, character is a set of human characteristics that are attributed to the brand. The personality or character is something to which the consumer can relate. It is the added-value that a brand gain aside from its functional benefits. SVSU CBM’s values, personality, character are including: care, welcome, advance, engage, inspire, solve, compete. Visual identity is the visible elements of a brand such as color, shape and form that symbolize the soul of the brand. In a broader, corporate sense it includes elements as architecture, dress code and color schemes. SVSU’s visual identities are SVSU’s logo and SVSU’s mascot-cardinal, named Coop.
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Brand Positioning
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BRAND-POSITIONING BULL'S-EYE

Brand positioning Bull’ eye provides context through which clients understand the
position of the brand in the market. It is a designed image that a company creates in the mind of
the target market.

Perso...


Anonymous
Really helped me to better understand my coursework. Super recommended.

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