Brand Positioning Barbara Glazer Tufts University B. S. University of Chicago M. B. A. - Marketing
What is a Positioning Statement? • Concise formatted statement • Defines Brand vs. competition in a unique way • Foundation of marketing plan for the brand
Why does a brand need a Positioning Statement? • Defines who is the target • Frames competitive environment • Organizes competitive message about brand (1 message recommended) • Uncovers brand benefit • Unifies internal and external communication about brand
Positioning Format To (target market), X is the brand of (frame of reference) that (point of difference) because (product attribute).
Target Market Those consumers considered the most likely users • Define by demographics, psychographics, or behavior that is clearly understood – i. e. “Moms” better than “W 18 -49 with kids” • The more focused the target the easier it will be to reach them yet make group large enough to meet business goals
Frame of Reference Consumer grouping of like products for which our brand can effectively substitute. • True competitive set • Identify the largest frame within which the brand can offer leverageable benefit • Make sure it is your consumer’s grouping and not the corporate definition.
Point of Difference Specific benefit we want consumers to primarily associate with our brand. • Decide on one benefit (2 maximum) to simplify message for consumers • Make sure it’s unique, valuable and gives competitive superiority • Coming to agreement can take time
Product Attribute/Benefit Most convincing and preemptive support (usually product-based) • The reason why for your point of difference • Make sure your product can deliver on the promise – Benefit Ladder
Benefit Ladder – Kraft Singles 1. Product Attribute 2. Product Benefit 1. Smooth, Creamy, 5 oz of milk 2. Taste, Nutrition 3. End Benefit 3. Kids Enjoy 4. Emotional Benefit 4. Good nurturing mom
Example – Kraft Regular Singles To nurturing moms who buy cheese slices for their children, Kraft singles is the brand of cheese slices that is the best choice for your kids because it is made from 5 oz of milk and has a smooth creamy taste that kids love.
Example – Philadelphia Cream Cheese To women who want to treat themselves/families to a permissible everyday indulgence, Philadelphia is the brand of spread and end dish ingredient that is the most delicious because of it’s rich/fresh taste and luscious/creamy texture.
Characteristics of Successfully Positioned Brands • Consumers agree on what the brand stands for • Consumers do not confuse other brands with it • There are enough consumers interested in the point of difference to generate meaningful volume and growth • The brand delivers against the positioning
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