marketing strategies 9 (differentiation and brand positioning) – Flashcards

marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.

Result of efforts to make a product or brand stand out as a provider of unique value to customers in comparison with its competitors.

rivals difference value lower cost

simple physically based attributes complex physically based attributes essentially aabstract attributes price

1. identify relevant set of competitive products serving a target market 2. identify the set of determinant attributes that define a product space 3. collect info from a sample of customers about perceptions of each product on determinant attributes 4. determine the brand's current location in the product space and intensity thereof 5. determine customer's most preferred combination of determinant attributes 6. determine fit between preferences of market segments and current position of brands 7. write positioning statement or value proposition to guide strategy

For upscale American families, Volvo is the automobile that offers the utmost in safety.

the term marketers use to refer to the value created by establishing customer preference for one's brand. Brand equity must be managed to retain and grow the brand's value