Marketing & Sales Action Plan

& Long Term Vision Training

2.4 Elements of the Brand Brand

Positioning
 Brand Positioning

Brand Positioning is the marriage between:

the feelings of the target customer
the competitive set
the distinctiveness and benefit of your brand
and what you say about your brand (and how) to the target customer

The successful positioning of your brand will result in the target customer:
knowing,
believing,
acting upon (doing) and
feeling
the distinctive benefits (functional AND emotional) of your brand versus the
competition
Providing the foundation for the Core Proposition and Key Messages
Components of The Brand Positioning

Brand Vision Brand Value Equation

(World view
defining the opportunity Functional Perceived Value for Emotional
for the brand)
Benefit Money Benefit Benefit

Product Positioning Statement

(Incorporating The Unique Selling Proposition)

KNOW BELIEVE DO FEEL

(The Brand Positioning)
 Components of The Brand Positioning

The Product Positioning Statement

How your brand satisfies/can satisfy functional needs

The who uses, in which patients, where in the treatment pathway, why (because
of differentiating functional benefit of the brand)

The Target Customers

The Unique Selling Proposition or point of significant competitive advantage

How the Brand is to be positioned against identified competitors

 Components of The Brand Positioning

The Unique Selling Proposition

What is unique about your brand ?

What could be unique about your brand?
What words or phrases can we use that can be unique to your
brand.
.but in language used by our target customers?

Brand Validation - Sustainable, Credible, Differentiating,

Motivating and Meaningful
 Brand Positioning

The Brand Positioning Statement

what we want target customers. to know,

what we want them to believe,
what we expect them to act/do
how we want them to feel as a result
Communication style and Desired Message

Brand Validation - Meaningful, Credible, Differentiating, Motivating and

Sustainable
Brand Positioning
Know Believe Do and Feel

know

A statement that reflects

customer understanding
of the market the
state of affairs or model
of the market you want
your customers to have

It should focus on real

or perceived limitations
of competitor offerings
and needs that your
product can or will be
able to satisfy
depending on the
timescales
Brand Positioning
Know Believe Do and Feel

know believe
what you want to
establish in the mind of
the target market in
A statement that reflects terms of belief about
customer understanding your products
of the market the performance and the
state of affairs or model credibility of any
of the market you want supporting evidence
your customers to have
It should include the
It should focus on real motivating and
or perceived limitations differentiating tangible
of competitor offerings functional benefit
and needs that your (U.S.P.) of your product
product can or will be and how it addresses
able to satisfy the current/latent needs
depending on the
timescales Driven from the
functional and /or
perceived value for
money benefit
Brand Positioning
Know Believe Do and Feel

know believe do
what you want to How you want your
establish in the mind of product to change
the target market in choice and purchasing
A statement that reflects terms of belief about
your products behaviour among the
customer understanding target market
of the market the performance and the
state of affairs or model credibility of any
supporting evidence It should reflect
of the market you want customers/target
your customers to have
customers response to
It should include the your overall positioning
It should focus on real motivating and
differentiating tangible statement and product
or perceived limitations profile
of competitor offerings functional benefit
and needs that your (U.S.P.) of your product
and how it addresses It is closely driven from
product can or will be
able to satisfy the current/latent needs the functional and /or
depending on the perceived value for
timescales Driven from the money benefit in your
functional and /or Brand Value Equation
perceived value for and Product Positioning
money benefit Statement
Brand Positioning
Know Believe Do and Feel

know believe do feel

what you want to How you want your
establish in the mind of product to change
the target market in The statement that
choice and purchasing encapsulates the value
A statement that reflects terms of belief about
your products behaviour among the that your product adds
customer understanding target market
of the market the performance and the to the target market
state of affairs or model credibility of any
supporting evidence It should reflect
of the market you want customers/target the critical component
your customers to have
customers response to that communicates the
It should include the your overall positioning intangible emotional
It should focus on real motivating and
statement and product benefit of your product
or perceived limitations differentiating tangible
functional benefit profile and its effect upon the
of competitor offerings
(U.S.P.) of your product target market in terms
and needs that your It is closely driven from
product can or will be and how it addresses of how it makes the
able to satisfy the current/latent needs the functional and /or target market feel
depending on the perceived value for
timescales money benefit in your Driven by the Emotional
Driven from the
functional and /or Brand Value Equation Benefit element of the
perceived value for and Product Positioning Brand Value Equation
money benefit Statement
Brand Positioning
Know Believe Do and Feel

know believe do feel

Expect benefits that

Effective control of That
help patients to look
positive symptoms treatment no longer
forward to a
and relief from the need be a
future back in
burden of negative compromise because
Phrenin is a powerful the community .
symptoms day after day they can
treatment proven
is the goal in the deliver control
to deliver Use Phrenin confidently,
treatment of people can live with.
rapid and long term when current treatments
schizophrenia.
symptom control have compromised Confident in the
with significantly efficacy with
Treatment of clinical benefits
reduced key
schizophrenia unacceptable of Phrenin that
side effects because of
has always been side effects enables clinicians
its unique
a compromise to treat more and patients to
receptor profile.
- a desire for increased patients look beyond the
efficacy at the expense successfully, day-to-day to a
of debilitating brighter, healthier future.
more often.
side-effects.
Orange Telecom - @ Launch

KNOW BELIEVE DO FEEL

That digital wire free Make a positive choice That they will really
That analogue mobile telephony is the future. to enjoy the notice a difference with
phones are unreliable This technology technology of the the very latest in
with poor availability,
ensures that future in mobile technology with an
connections and
dropped calls. customers will enjoy telephony with the affordable service to
digital clarity all the service of the future match and so are
That increasingly, time with no crackles empowered to use the
Use the phone not just
mobile phones are an on the line and no service more and more.
essential business tool when out and about
dropped calls. but as an affordable That Orange is the
for keeping in touch
with the office and That even though all substitute for the land future in wire free
customers and that mobile phone line telephony and will
mobile phones have operators will be continue to provide
an important role to offering digital, Orange practical features that
play socially and provide much more enable them to get the
domestically as well. than a phone they most out of their
That technology is are committed to real phone service and will
moving ahead and so practical service. always do so.
one shouldnt have to A state-of-the-art
put up with such poor service that delivers
service and high what is important to a
running costs. mobile phone user
with practical price
plans with no hidden
charges or extras.
 Implementing The Brand Positioning -
The Core Proposition

The single critical message that you want target

customers to:
Identify with
Remember as motivating and differentiated
Understand in the context of their functional needs
Feel is appropriate to their emotional needs
See as a call to action
 Implementing The Brand Positioning -
The Core Proposition

The desired communication of the differentiated brand positioning

As can be understood by the target customer

In 10 seconds (or less)

Constant, simple and memorable

And distinctive

It is not an advertising strap line!

Orange Telecom - Launch

The Core Proposition:

Orange is the Communication of the future, today

the future is bright,

the future is orange
Implementing The Brand Positioning -
The Core Proposition

Why Compromise? Phrenin delivers control people can live with

 Implementing The Brand Positioning -
Key Messages
The key messages are the detailed points that support the Core Proposition
100

Stay focused: not more than 5-6 75

Potential
Street
Street
Fighting
Fighting
Fragmented
Fragmented
50 Perceived Need
Satisfaction

25

They should be segment-specific 0 Unstable

Unstable
Equilibrium
Equilibrium
Power
Power
Balance
Balance

La

Cl

Sa
Em

in i
t en

t is
er
What is the state of Market Development

f ie
gin
t

al

d/M
Ne
g

a
d

tu
re
and the Competitive Situation?

VfM
What balance is suggested by the Brand Value Equation Functional

Emotional
know believe do feel

Refer to the Brand Positioning: Effective control of

positive symptoms
Expect benefits that
help patients to look
That
treatment no longer
forward to a
and relief from the need be a

Know / Believe / Do / Feel

future back in
burden of negative compromise because
Phrenin is a powerful the community .
symptoms day after day they can
treatment proven
is the goal in the deliver control
to deliver Use Phrenin confidently,
treatment of people can live with.
rapid and long term when current treatments
schizophrenia.
symptom control have compromised
with significantly Confident in the
Treatment of efficacy with clinical benefits
reduced key
schizophrenia unacceptable of Phrenin that
side effects because of

Select and craft relevant messages

has always been side effects enables clinicians
its unique
a compromise to treat more and patients to
receptor profile.
- a desire for increased patients look beyond the
efficacy at the expense day-to-day to a
successfully,
of debilitating brighter, healthier future.
more often.
side-effects.

Remember: meaningful, credible, differentiating, motivating, sustainable

 Workshop: Developing the Brand Positioning

What Brand Positioning would be most appropriate to the market, customers

and competitors and how could this be communicated in a Core Proposition?
Know Believe Do Feel

Core
Proposition