Flashcards

4 - Brand Positioning

Carlo Marmo English 11 cards

Cards in this deck (11)

1What is a brand? (traditional definition)The promise from the company to its customers of specific benefits, quality and value.
2What is a brand? (today definition)Whatever the customer thinks it is!
3What is the frame of reference?In a positioning strategy, it is the other competitors a company is comparing itself to.
4What is a target segment?A specific group of people within the target market at which a product is aimed.
5Market segmentation (definition)A marketing strategy which involves dividing a broad target market into subsets of customers with needs, interests or other variables in common.
6Positioning (definition)A positioning statement defines the value proposition of product to the target market in terms of target market, point of difference and points of parity
7Points of parity POP (definition)Attributes or benefits a company shares with other competitors
8Category POPs (definition)Associations consumers view as necessary to be considered credible
(milk or eggs for grocery stores)
9Competitive POPs (definition)Associations designed to negate competitors' points of difference
10Points of difference PODs ( definition)In a positioning strategy, attributes or benefits unique to a company
(customers could not find PODs to the same extent with a competitor)
11Desirable attribute of PODs1. Relevant to the customers
2. Sustainable
3.