BU470 Chapter Notes - Chapter 3: Market Segmentation, Internal Communications, Opinion Leadership
Document Summary
Brand platform: combine the positioning statement & value proposition, comprehensive statements, moving from company values to brand vision to communicate strategy. Salient attributes: the competitive position depends on what are called points of difference [pod(+ or -)] & on points of parity (pop, + pod raises attractiveness & - pod puts downward pressure on the brand. Involves satisfying a previously unmet consumer need & eliminates comp: b(cid:455) slightl(cid:455) (cid:396)ef(cid:396)a(cid:373)i(cid:374)g the p(cid:396)odu(cid:272)t (cid:373)a(cid:396)ket, it"s so(cid:373)eti(cid:373)es possi(cid:271)le to e(cid:454)(cid:272)lude (cid:272)o(cid:373)petito(cid:396)s & generate a market where comp is irrelevant. Traditional & digital media: positioning involves targeting a segment & presenting the specific combinations of benefits & features that constitute the basic promise of the brand. Digital media: the(cid:396)e"(cid:396)e (cid:373)a(cid:374)(cid:455) (cid:373)o(cid:396)e touchpoints where a brand meets its consumers. Do(cid:374)"t ell: brand managers want to know if social media generates not only brand awareness & interest but also higher level brand equity.
