国际营销（英文）国际营销 (19).pdf

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1、Crafting theBrand PositioningChapter 10studyLearning Objectives01How can a firm develop and establish an effective positioning in the market?02How do marketers identify and analyze competition?03How are brands successfully differentiated?04How do firms communicate their positioning?05What are some a

2、lternative approaches to positioning?06What are the differences in positioning and branding for a small business?Developing a Brand PositioningPositioningThe act of designing a companys offering and image to occupy a distinctive place in the minds of the target marketValue propositionValue propositi

3、onCompetitive Frame of ReferenceCompetitive frame of referenceDefines which other brands a brand competes with and which should thus be the focus of competitive analysisIdentifying and analyzing competitorsCompetitive Frame of ReferencePoints-of-Difference and Points-of-ParityPoints-of-difference(PO

4、Ds)Attributes/benefits that consumers strongly associate with a brand,positively evaluate,and believe they could not find to the same extent with a competitive brandPoints-of-Difference and Points-of-ParityPOD criteriaDesirableDeliverableDifferentiatingPoints-of-Difference and Points-of-ParityPoints

5、-of-parity(POPs)Attribute/benefit associations that are not necessarily unique to the brand but may in fact be shared with other brandsPoints-of-Difference and Points-of-ParityPOP formsCategoryCorrelationalCompetitivePop vs.PodMultiple Frames of ReferenceStraddle PositioningPoints-of-Difference and Points-of-ParityChoosing specific POPs and PODsCompetitive advantageMeans of differentiationPerceptual mapEmotional brandingPoints-of-Difference and Points-of-ParityBrand mantrasCommunicateSimplifyInspire