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Marketing Communications - Chapter 5

Tham khảo tài liệu 'marketing communications - chapter 5', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả Positioning CHAPTER 5 © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the concept and practice of brand positioning. 2. Explain that positioning involv

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  1. Positioning CHAPTER 5 © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
  2. Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the concept and practice of brand positioning. 2. Explain that positioning involves the creation of meaning and that meaning is a constructive process involving the use of signs and symbols. 3. Give details about how brand marketers position their brands by drawing meaning from the culturally constituted world. 4. Describe how brands are positioned in terms of various types of benefits and attributes. 5. Explicate two perspectives that characterize how consumers process information and describe the relevance of each perspective for brand positioning. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–2
  3. Introduction: Brand Positioning • Positioning  The key feature, benefit, or image The that the brand stands for in the target audience’s collective mind audience’s • Positioning Statement  The central idea that encapsulates a The brand’s meaning and distinctiveness vis-à-vis competitive brands vis-à-vis © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–3
  4. Positioning in Theory: Positioning A Matter of Creating Meaning Matter • Semiotics  The study of signs and the analysis of meaning- producing events • Semiotics Perspective  Meaning is a constructive process determined by: The message source’s choice of communication The  elements elements  The receiver’s unique social-cultural background The and mind-set at the time of exposure to a message and © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–4
  5. Positioning in Theory: Positioning A Matter of Creating Meaning (cont’d) Matter • A Sign  Is words, visualizations, tactile objects, and Is anything else perceivable by the senses anything  Has a constructed meaning to the receiver Has (interpreter) that is both idiosyncratic and context dependent context • Marcom’s Positioning Goal  To have consumers will interpret messages To © 2010xactly as they are of exactly e South-Western, a part intended Cengage Learning. All rights reserved. 5–5
  6. Figure 5.1 The Thumbs-Up Sign © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–6
  7. The Meaning of Meaning • Meanings  Are the thoughts and feelings evoked within a person Are when presented with a sign in a particular context when  Are internal responses people hold for external stimuli • Perceptual Fields  Represent the sum total of a person’s experiences Represent that are stored in memory that  Facilitate effective marcom when there is Facilitate commonality in both the sender’s and the receiver’s fields of experience fields © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–7
  8. Meaning Transfer: Meaning From Culture to Object to Consumer From • Socialization  The process through which people learn cultural The values, form beliefs, and become familiar with the physical manifestations, or artifacts, of these values and beliefs and • Advertising in a Culturally Constituted World  Advertisements become texts to be interpreted by Advertisements consumers from within their socio-cultural context consumers  Marcom attempts to use the meaning of well-known Marcom © 2010ymbols to transfer that meaning to their brand symbols s South-Western, a part of Cengage Learning. All rights reserved. 5–8
  9. V8 Advertisements Illustrating Contextual Meaning Figure 5.2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–9
  10. Positioning in Practice: The Nuts and Bolts • Brand Positioning  Is essential to a successful Marcom program • Effective Positioning Statement Effective  Conveys a consistent message  Defines a brand’s competitive advantage Defines  Motivates customers to action • Positioning Concept  “Positioned in” the consumer’s mind  “Positioned against” competing brands © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–10
  11. Outcomes of Proposed Positioning Figure 5.3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–11
  12. Proposed Positioning Outcomes Promote Competitors Winner • Position does not reflect competitive • Positioned on a product feature or advantage benefit that has an advantage over competitors • Position represents important reason for • Positioning gives consumers a brand selection decisions persuasive reason for trying the brand • Any effort would serve other brand selection decisions in same category Loser SUTR • Brand possesses no competitive • Position represents a competitive advantage advantage for a trivial product feature or benefit • Positioning basis does not motivate • Position does not give compelling consumers to want the brand reasons to want the brand • Any effort will be hard work with little progress © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–12
  13. A Framework for Brand Positioning Figure 5.4 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–13
  14. Benefit Positioning Appealing to Consumer Needs Symbolic Functional Experiential Needs Needs Needs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–14
  15. Categories of Consumer Needs Functional Functional Positioning communicates that the brand’s benefits are capable of solving consumers’ consumption-related problems Needs Needs Symbolic Symbolic Positioning attempts to associate brand ownership with a desired group, role, or self-image Needs Needs Experiential Experiential Positioning promotes brand’s extraordinary sensory value or rich potential for cognitive stimulation Needs Needs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–15
  16. Figure 5.5 Croc Advertisement Illustrating Appeal to Functional Needs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–16
  17. Figure 5.6 Dove Advertisement Illustrating Appeal to Experiential Needs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–17
  18. Attribute Positioning Attribute Positioning Non-Product Related: Product-Related Usage and User Imagery © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–18
  19. Figure 5.8 Ralph Lauren Advertisement Illustrating Positioning Based on User Imagery © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–19
  20. Figure 5.7 Highlander Advertisement Illustrating Product-Related Attribute Positioning © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5–20
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