Positioning Outline The concept of product positioning Conducting a positioning study Perceptual mapping using principal components analysis Incorporating preferences into perceptual maps Positioning Learning goals Explain the concept of positioning, understand the fundamental issues in positioning, and be able to write a positioning statement Know the steps in designing a ...
Positioning Positioning Your brand position Your brand position in the mind of Create the essence in the mind of Create the essence target audiences target audiences Brands position(ing) A brand’s position represents the brand’s place in the market. It comes from developing the product or service image so ...
Chapter learning aims To enhance your understanding of: • the role of branding in tourism marketing • branding as a co-creative process involving a brand identity, brand positioning and brand image • the seven-stage brand positioning process Key terms Brand identity • The desired brand image that differentiates the ...
Learning Objectives 2.1 Define customer-based brand equity 2.2 Outline the sources and outcomes of customer based brand equity 2.3 Identify the four components of brand positioning 2.4 Describe the guidelines in developing a good brand positioning 2.5 Explain brand mantras and how they should be ...
Define: Competitive Advantage – the set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition. Positioning – developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line or organization in ...
Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy? ESPN: A Strong Brand Steps in Strategic Brand Management • Identifying and establishing ...
Kekuatan account planning • Fokus lebih dekat pada pemasaran dan tujuan periklanan; • Berkaitan tujuan langsung ke langkah- langkah strategis dan pelaksanaan kampanye; • Mengkoordinasikan upaya elemen promosi berbagai iklan, termasuk penelitian, pesan, media, produksi, dan lalu lintas; Kekuatan account planning •Membuat usaha iklan lebih efisien dan efektif; &bull ...
What Is Brand Positioning Upaya bagaimana brand “diletakkan” dalam benak pelanggan Posisi/tempat mana yang akan dipilih? Menjembatani posisi yang diinginkan brand dalam benak pelanggan Where We Start? Collect Information, Get the Data • Dalam menentukan positioning, semua pihak internal harus terlibat, termasuk para founding fathers • Melakukan survei atau ...
BRAND Pillars Workshop Facilitation Deck POSITIONIN PRE-ACTIVITY G Who are you targeting? Why? What are the primary emotional QUESTIONS • • and practical benefits that you • What does your model customer offer your target customer? How want? do these offerings differ from • In which market is your brand ...
THE CREATIVE BRIEF A document that is given to the creative team to help in their planning of the message execution A creative brief includes the information such as i. Product information ii. Target audience iii. Ad theme iv. Key message v. Advertising objectives vi. Developing brand personality vii. Media ...
What’s a brand? Most Unique Most Relevant Large Following Don’t be a commodity. Be a brand. What is Brand Positioning? It starts with customer insights 1 The foundation of business planning 2 Attitudes never static 3 The key to building a discriminator Discussion time What key consumer insight(s) ...
Instructions • Objective: To know the differentiation and positioning in marketing . • Dos : Ask questions. Supplement or complement with learning. • Don’ts : Break silence and discipline. Ring phones. 08/28/2022 Talk friends. 2 AMM WEEK 4 Differentiation l Consumers or organizational customers cho ose what they buy for ...
Treatment Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools • Traditional marketing is not going away • Must be complemented by emerging strategic communication techniques 1. Integrated Marketing Communications Need to coordinate various strategic communications approaches • Advertising ...
Content • What is WOO? THIS WEEK • Brand positioning THIS WEEK • 3 years goals and objectives THIS WEEK • Key challenges THIS WEEK • WOO at a glance • st Distribution plan 1 part this WEEK • Online marketing strategy (Arlin) • Key KPI’s development for next ...
Corporate Image, Product Positioning and Brand Equity • TRUST and RELATIONSHIPS are the bulwark of any enterprise, be it big or small, with a global or local ambit, having a traditional or modern management style, high tech or low tech, leader or follower, and irrespective of it being a part ...
PPT - Power Point | 1.73 MB | Free Download
