Professional Documents
Culture Documents
3.1
Brand Positioning
3.2
2. Choosing and establishing points-of-parity and points-ofdifference (many expected for category) Dentist?
3.3
Generic Product
Product class
Cereals
Product category
Ready to eat
Regular
Natural
Nutritional
Life
Product 19
Pre-sweetened
Special K
Product type
Brands
3.5
Target Market
3.6
1.
2.
3.
4.
Nature of Competition
3.8
Perceptual Map
3.9
Positioning Bases
3.10
3.11
Freeline Skates
3.12
http://www.goodyear.com/en-US/tires/category/run-flat
3.15
3.17
Brand Mantras
Communicate
Simplify
Inspire
Authentic Athletic Performance
3.18
3.19
Descriptiv
e
Modifier
Brand
Functions
Nike
Authentic
Athletic
Performance
Disney
Fun
Family
Entertainment
Fun
Folks
Food
3.20
Internal Branding
3.21
Brand Audit
3.22
Firm perspective
Consumer perspective
3.23
3.24
Brand Inventory
Brand elements
Supporting marketing programs
Profile of competitive brands
POPs and PODs
Brand mantra
3.25
3.26
Brand Exploratory
Awareness
Favorability
Uniqueness of associations
3.27
Brand exploratory
Brand associations
Brand positioning analysis
Consumer perceptions analysis (vs. competition)
3.29