Essay on B R a N D P L a N N I N G

20680 Words Apr 12th, 2011 83 Pages
B R A N D P L A N N I N G

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CONTENTS
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter 1 BRAND POSITIONING MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 2 BRAND RESONANCE MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Chapter 3 BRAND VALUE CHAIN MODEL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 APPENDIX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

B R A N D P L A N N I N G

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INTRODUCTION

Great brands are no
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B R A N D P L A N N I N G KE V I N L A N E KE L L E R

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CHAPTER 1 BRAND POSITIONING

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CHAPTER 1 BRAND POSITIONING

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T

he first model deals with perhaps one of the oldest concepts in marketing – brand positioning. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. The goal is to locate the

brand in the minds of consumers to maximize the potential benefits to the firm. Brand positioning is crucial because it drives so many marketing decisions. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve, and how it does so in a unique way. Everyone in the organization should understand the brand positioning and use it as context for making decisions. Unfortunately, most traditional positioning approaches, as with the traditional brand positioning statement (see Figures 1 and 2 for examples of a typical format and hypothetical application), are problematic in several ways. First, it assumes only one key differentiator from a brand. Therefore, it ignores the possibility of multiple differentiators as well as the need to negate any of the competitors’ potential

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