6 - Brand Positioning

Question 1

different approaches of positioning

Answer 1

from scratch: Keller approach

based on brand identity: Aaker + Kapferer approaches

Question 1

Keller’s approach

Answer 1

positioning = identifying + establishing POP + POD w/ main competitors to achieve the best brand image

• finding the proper location in consumer’s minds

Question 2

CBBE model (Keller)

Answer 2

1. who the target consumers should be
2. who the main competitors should be
3. how the brand should be different from competitors (POD)
4. how the brand should be similar to competitors (POP)

Question 3

classification in a segmentation plan

Answer 3

consumer-oriented segmentation
- demographic, geographic, psychographic…

behavioral segmentation
- usage rate, purchasing condition, benefits sought…

Question 4

several levels of main competitors

Answer 4

product type level
product category level
product class level
benefit level

Question 5

points of difference (PODs)

Answer 5

attributes/benefits that consumers strongly + positively associate with a brand
- believe they could not find it w/ a competitive brand

criteria: relevance + distinctiveness + believability (reasons to believe)

Question 6

points of parity (POPs)

Answer 6

attributes/benefits that are not unique to the brand

1. category POPs: (necessary but not sufficient conditions for choosing the brand)
2. competitive POPs: associations designed to negate competitor’s PODs

Question 7

standard positioning formula

Answer 7

target + POPs + PODs + reasons to believe

Question 8

Aaker approach: brand positioning

Answer 8

part of the brand identity that:
- is actively communicated to the target audience
- demonstrates an advantage over competitors

• mix of elements from extended + core identity

Question 9

Kapferer approach: brand positioning

Answer 9

emphasizing the distinctive dimensions of the brand identity that make it different from its competitors + appealing to the public

Question 10

evolution of Evian’s positioning

Answer 10

• customer reflection (water for babies)
• physical (water from the alps)
• physical (water for self-balance)
• relationship (source of youth)
• self-image (live young)
• culture (youth attitude)
• self-image (drink true)