Ktl-icon-tai-lieu

Định vị thương hiệu

Được đăng lên bởi nguyentruonghan148
Số trang: 45 trang   |   Lượt xem: 964 lần   |   Lượt tải: 0 lần
What is positioning?

“positioning is not what you do to a
product. positioning is how you
differentiate yourself in the mind of the
prospect. that is, you position the
product in the mind of the prospect.”

- al ries and jack trout in positioning: the battle for your mind

Why is positioning necessary?

Consumers
are on
information
overload

In response to the barrage
of information that comes
our way daily, humans
have developed an
oversimplified mind

The mind, as a defense against the
volume of today’s communications,
screens and rejects much of the
information offered it and in general, the
mind accepts only most easily accepts
that which matches prior knowledge or
experience
-al ries and jack trout

the working
memory can hold

+/-2 chunks of
information

The answer: the consistent oversimplified message

a brand can only
occupy one space in
a consumer’s mind –

When it comes to brands, consumers make a choice, but with
products, they make a comparison

There are 4 key
components to positioning

For [target end user]
Brand X is [frame of reference]
Which gives the most [promise or key benefit]
Because of [reason to believe]

Each component is a major strategic decision

For [target end user]

Brand X is [frame of reference]

Who was their
competition in 1969?

What about in 2009?

What about them?

Which gives the most
[promise or key benefit]

Which gives the most [promise or key
benefit]

Because of [reason to believe]

What is the relationship
between brand identity
and positioning?

“positioning derives from identity…but it exploits a
specific aspect of identity at a given point in time in a
given market against a precise set of competitors.”
-j.n. kapferer

brand identity

physique

relationship

reflection

culture

brand essence
(the heart & soul)

personality

self image

brand platform:

brand identity

culture

physique

brand essence
(the heart & soul)

personality

positioning

reason to believe?
for whom?

usp, benefit,
promise?

against what/whom?

Quiz:
what part of their identity is the brand using to compete?

A
differentiating
attribute

rational
benefit

emotional
benefit

rational
benefit

A
differentiating
attribute

rational
benefit

reflection

rational
benefit

culture

identity is who you are, positioning is how you win

web site: 
twitter: @detavio

...
Để xem tài liệu đầy đủ. Xin vui lòng
Định vị thương hiệu - Người đăng: nguyentruonghan148
5 Tài liệu rất hay! Được đăng lên bởi - 1 giờ trước Đúng là cái mình đang tìm. Rất hay và bổ ích. Cảm ơn bạn!
45 Vietnamese
Định vị thương hiệu 9 10 253