Brand positioning Flashcards
(105 cards)
1
Q
What are the brand roles?
A
- Identify the Maker
- Simplify Product Handling
- Organize Accounting
- Offer Legal Protection
- Signify Quality
- Create Barriers to Entry
- Serve as Competitive Advantage
- Secure Price Premium
2
Q
Attributes or benefits consumers
strongly associate w/ a brand,
positively evaluate, and believe
they could not find to the same
extent with a competitive brand
A
Points-of-Difference (POD)
3
Q
Associations that are not
necessarily unique to the
brand but may be shared
with other brands
A
Points-of-Parity (POP)
4
Q
What makes your product similar
w/ competitors
A
Points-of-Parity (POP)
5
Q
What makes your product set apart
(Competitive Advantage)
A
Points-of-Difference (POD)
6
Q
CRITERIA OF POD
A
Desirable
Deliverable
Differentiating
7
Q
INDICATORS OF POD
A
Customer Benefit
Brand Loyalty
8
Q
Competitive
Frame of
Reference
A
Customer Awareness
Product Quality
Product Availability
Technical Assistance
Selling Staff
9
Q
The way you want to be perceived. It is a brand strategy. This includes:
Market Opportunity, Target Market, Brand Promise, Values, Macro Trends.
A
Brand blueprint
10
Q
The way your brand presents itself. It is a brand expression. This includes:
Logo, Color Palette, Typography, Tone, Messaging.
A
Brand identity
11
Q
The way consumers actually perceive you. It is a consumer perception. This includes:
Expectations, Emotions and Feelings, Impressions, Decisions.
A
brand
12
Q
How did we establish a frame?
A
Signals consumers can expect by using a brand.
13
Q
Are we leveraging our points of parity?
A
Meeting POP for consumers to perceive legitimacy of player
14
Q
Are the points of difference compelling?
A
Distinguishing character consumer finds relevant & believable translating to a brand association
15
Q
Very few organizations know why they do what they do. Why is it not about money? That’s the result. It’s a purpose, cause, or belief. It’s the very reason your organization exists.
A
WHY
16
Q
Some organizations know how they do it. These are the things that make them special or set them apart from competition.
A
HOW
17
Q
Every organization knows what they do. These are products they sell or the services they offer.
A
WHAT
18
Q
Is a combination of (1) What you can offer, (2) What the market doesn’t provide, (3) What people need.
A
BRAND PROMISE
19
Q
It is communicating & inspiring brand presence.
A
BRAND PROMISE
20
Q
Marketers vision of what the brand must be to consumers
A
BRAND PROMISE
21
Q
Commitment that the company makes to consumers (what to expect / what to think)
A
BRAND PROMISE
22
Q
Why does the brand exist?
A
BRAND POSITIONING
23
Q
→ How is the brand different or better than competition?
→ Focuses on the target with benefit in mind
It should be (1) simple, (2) realistic/credible, (3) memorable, and (4) actionable
A
BRAND PROMISE
24
Q
Defines & Communicates what a brand stands for & is all about one of the most important decisions for brand building.
A
BRAND POSITIONING
25
It creates a better understanding of
▫ Who they are
▫ What sets them apart
▫ Why customers should use their products over competitors
BRAND POSITIONING
26
Differentiation helps:
▫ Increase brand awareness
▫ Communicate Value
▫ Justify Pricing
BRAND POSITIONING
27
The way customer identifies & connects with a brand
▫ Associated emotions
▫ Needs
▫ Feelings
▫ Sentiments
BRAND POSITIONING
28
Successful Positioning
▫ Consistently examining competitors
▫ Providing relevant value to target customers & clients
▫ Helps organization make growth based strategic decisions
▫ Sets brand apart along with market changes
29
Strategic framework used to define & visualize positioning towards competitors. It identifies the following:
▫ Opportunity for differentiation
▫ Refine brand message
▫ Develop strategies leveraging brand’s strengths & address weaknesses
Brand Positioning
[BULLSEYE FRAMEWORK]
30
Guiding principle of a brand - internally focused
BRAND MANTRA
31
Alignes employees with brand’s missions & values
BRAND MANTRA
32
Serves as a brand rally cry / RA RA
BRAND MANTRA
33
It should be:
▫ Simplicity
▫ Authenticity
▫ Relevance
▫ Uniqueness
▫ Consistency
BRAND MANTRA
34
Visual representation that defines & communicates emotional & psychological core elements of brand identity
Brand Essence Wheel Model
35
Aids the development of:
▫ Brand Messaging
▫ Visual Identity
▫ Marketing Strategies
Brand Essence Wheel Model
36
Beliefs that a company stand for
Brand Values
37
Compass that guide brand story, actions, behaviors, decision-making process
Brand Values
38
Standards a company will follow and uphold in pursuit of its mission and vision
Brand Values
39
Added Value endowed on products / services
Brand Equity
40
May be reflected in the way customers think, feel, & act with respect to the brand
Brand Equity
41
Components of Brand Equity
(1) ▫ Consumer Perception - What consumers believe & brand represents
(2) ▫ Positive / Negative Effects - What a brands reputation is viewed to be
(3) ▫ Resulting Value - What return a brand generates for the business as a whole
42
What consumers believe & brand represents
Consumer Perception
43
What a brands reputation is viewed to be
Positive / Negative Effects
44
What return a brand generates for the business as a whole
Resulting Value
45
Used to assess & measure the strength of the brand
Brand Asset Valuator (BAV) Model
46
Provides insights on how to perceive & relate to brand
Brand Asset Valuator (BAV) Model
47
Brand perception develops progressively in the mind of consumer
Brand Asset Valuator (BAV) Model
48
Energized Differentiation - The brand’s point of difference
Relevance - How appropriate the brand is to you
BRAND STRENGTH
49
Esteem - How you regard the brand
Knowledge - An intimate understanding of the brand
BRAND STATURE
50
3 key Components (it provides a common language for brand performance)
▫ Analysis of brands financial performance
▫ Role brand plays in purchase decision
▫ Competitive strength of the brand
51
Financial Forecast, Role of Brand, and Brand Strength
BRAND VALUE
52
→ (1) Brand Strength diagnostic of the current state of the brand vs the competition
→ (2) Strategic Imperatives to guide brand initiatives moving forwards
→ (3) Brand Plan prioritizing where we should focus our efforts over the next 12 months
BRAND VALUE
53
Brand Strength Factors
Internal Factors
▫ Clarity
▫ Protection
▫ Commitment
▫ Responsiveness
External Factors
▫ Authenticity
▫ Relevance
▫ Consistency
▫ Differentiation
▫ Presence
▫ Understanding
54
→ What we can see
→ Design of the brand
BRAND IDENTITY
55
Communication, Logo, Behavior, Language, Mission, Vision, Culture, Design
BRAND IDENTITY
56
Symbolic graphic mark representing the brand.
LOGO
57
Words used to identify comp. or product.
NAME
58
Signature colors used consistently
COLOR PALETTE
59
Typography styles
FONTS
60
Memorable phrase (brand’s purpose)
TAGLINE
61
representing brand identity
MASCOT CHARACTER
62
Materials and design (product recognition)
PACKAGING
63
→ The way you want customers to perceive your brand
→ Visual identity, tone of voice, messaging & campaigns
BRAND IDENTITY
64
→ The way customers actually perceive your brand
→ Reputation, Belief, Emotion & Impression
BRAND IMAGE
65
Consumers’ need for identity and expression of self
BRAND PERSONALITY
66
Key driver of brand attitudes, chose and consumption
BRAND PERSONALITY
67
Brands consumed are due to symbolic benefits provided by the brands
BRAND PERSONALITY
68
▫ down to earth, family-oriented, small town
▫ honest, sincere, real
▫ wholesome, original
▫ cheerful, sentimental, friendly
SINCERITY
69
▫ daring, trending, exciting
▫ spirited, cool, young
▫ imaginative, unique
▫ up-to-date, independent, contemporary
EXCITEMENT
70
▫ reliable, hardworking, secure
▫ intelligent, technical, corporate
▫ successful, leader, confident
Competence
71
▫ upper class, glamorous, good looking
▫ charming, feminine, smooth
Sophistication
72
▫ outdoorsy, glamorous, good looking
▫ tough, rugge
Ruggedness
73
spellbind customers; dreamers who don’t tend to consider logic and rules but instead imagine endless possibilities.
Magician brands
74
They want to grow with, and join the brand or an enchanting journey. Vivid imagination is what truly captures the hearts of these customers
Magician brands
75
eternally looking to develop their mental capacity in order to grow and sustain a high level of wisdom among their social groups and peers.
SAGE BRANDS ”the truth will set you free”
76
They want to bet he go-to source of information at all times. This brings immense satisfaction
SAGE BRANDS
77
often analytical; impressed by intellectual concepts, logic and innovation - new ways of thinking assures their attention
SAGE CUSTOMERS
78
Stereotypical customers of innocent brands seek genuine, down-to-earth communication and sincerity at every turn.
THE INNOCENT “free to be you and me”
79
They dislike complexity, edgy humor and always avoid risk. Transparency is a major attraction for these customers.
THE INNOCENT
80
They truly live on the wild side of life.
THE OUTLAW
81
They love brands that revolutionize and refuse to be dull - while they loathe portrayed innocence or over-the-top happiness.
The Outlaw “rules are made to be broken”
82
rebel customers will not take no for an answer – they do what they like, when they like – and they religiously follow brands that do the same.
The Outlaw “rules are made to be broken”
83
are playful and cheery; a minute will rarely go by without a chuckle or two!
The Jester “you only live once”
84
Occasionally weird and always fun, they will forever see the positive side of things (and try their best to involve everybody else in their fun)
The Jester “you only live once”
85
Silliness is at the very hearts of these customers - it’s a defining character trait that really matters to them. They will quickly turn off at the first sign of anything even remotely boring
The Jester “you only live once”
86
typically allured by aesthetic beauty, class, and glamour.
The Lover “you’re the only one”
87
They want to stand out, be desired and ooze mystical charm; anything ‘no frills’ or unbranded is simply not up to the high standards of these indulgent buyers.
The Lover “you’re the only one”
88
Think intimate apparel, luxury, and beauty brands.
The Lover “you’re the only one”
89
enjoy the safety and security promised to them – they are unassuming and motherly in nature.
The Caregiver “love your neighbor as yourself”
90
Generous and subtle, they detest anything harsh or negatively-charged.
The Caregiver “love your neighbor as yourself”
91
just want to feel loved and cherished; traits they also display to those around them.
The Caregiver “love your neighbor as yourself”
92
immensely dominant and crave supremacy; being noticed and admired are objectives at the very top of their life agendas
The Ruler “power isn’t everything, it’s the only thing”
93
They are massively attracted by wealth, respect and prestige
The Ruler “power isn’t everything, it’s the only thing”
94
These particular customers deeply desire to become what ‘ruler’ brands persistently emanate
The Ruler “power isn’t everything, it’s the only thing”
95
often crave thrill-seeking quests – they are constantly scoping out the next mental and physical high.
The Explorer “dont fence me in”
96
They want to push their limits to the max and will stop at nothing until they achieve (or win)
The Explorer “dont fence me in”
97
Boundaries are definitely not familiar territory for these customers
The Explorer “dont fence me in”
98
often look for high levels of practicality, minus any bells and whistles.
The Regular Guy/Girl “all men and women are created equal”
99
They admire empathy and avoid any pretense, showboating or competition (unless it’s all in the name of good, clean fun)
The Regular Guy/Girl “all men and women are created equal”
100
These customers want to belong and feel entirely comfortable with the brand they associate with – like they would a long-time companion.
The Regular Guy/Girl “all men and women are created equal”
101
typically the focus of attention for customers who are born to be tremendously creative – it’s in their blood.
The Creator “if you can imagine it, it can be done”
102
They also attract customers who like to be seen as different and trend-setting (like apple’s mac and iphone)
The Creator “if you can imagine it, it can be done”
103
loyalty often plays a huge role in their success. Customers don’t just buy – the brand becomes a way of life.
The Creator “if you can imagine it, it can be done”
104
classically attract customers who appreciate steadfast quality, endurance and value. These people tend to have the courage to try something new, in order to quickly progress.
The Hero “where there’s a will, there’s a way”
105
enjoy a sense of winning and are expressly self-confident
The Hero “where there’s a will, there’s a way”
