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Country of Brand
Origin Personality
Product
User Attributes Symbols
Imagery Quality
Uses
Brand-customer
Relationships
Self-Expressive
Benefits
Emotional
Benefits
THE PRODUCT
(objective features, quality
standards, arguments)
• Comparing to exemplars
Four options
Eliminate the factors taken for granted
Reduce the factors below the industry standard
Raise factors well above the industry standard
Create factor that the industry never offered
Positioning Statement (Template)
• Visual/Verbal Perspective
• Positioning Perspective
• Personality Perspective
Brand Building
(From Product to Values and Vice Versa)
Two movements:
• From product advantage to intangible values, or
• From values to product
Intangible added
values
Values, Mission
Personality
Benefits
Attributes
Ingredients
Tangible added
values Time
Source: J N Kapferer, The New Strategic Brand Management, 4 th edn, Kogan page
Jean Noel Kapferer
Suggested six dimensions (Prism)
Physique Personality
Relationship Culture
1. Brand Association
• Purchase decisions are often based on a limited number
of product attributes.
• A credible and sustainable point of differentiation with
respect to a key attribute.
• A strong association can help the communication task as
well as position of the brand.
7 Approaches
• Same product in a different form.
• Distinctive Taste/ Ingradient/ Component.
• Companion Product, e.g. Colgate Toothbrushes.
• Customer Franchise, e.g. Visa Traveller cheques.
• Expertise, e.g. Honda’s experience in small motors helped
its lawn mowers.
• Benefit/Attribute/Feature, e.g. Ivory ‘mild’ shampoo.
• Designer or Ethnic Image, e.g. Pierre Cardin Wallets,
Porsche sunglasses.
2. Quality Association
• Product attribute positioning can get into a specification
battle.
Eg.: the brand with the most fibre; the fastest frequency response; the
lowest number of complaints, etc.
• Management judgment
Will Nirma be acceptable as dish washing liquid, a toilet cleaner, etc.?
Will it be acceptable as cooking oil, sauce, ketchup and noodles?
• Customer Perceptions
What do consumers think?
2. The Value Perception
• Consistency in the Value Perception of the brand in the
new category as compared to its parent brand.
Product
Related
Reason to avoid
‘Reason to buy’
Brand Association
Brand Purchase
Non-product