PRODUCT & BRAND

MANAGEMENT
Positioning decisions
Agenda
 Strategic  Product decisions
 Trademarks and
 Differentiation
Registration
 Positioning
 Brand

 Role / purpose

 Good names

 Aaker’s Framework

 Equity
 Definition, framework,
measure
 Extensions
 Product differentiation

PerformanceConformance
Form Features
Quality Quality
•size, •characteri •low / •all units are
shape, stics average / identical &
physical supplement high / meet
structure product’s superior promised
basic target
function specification
s
Durability Reliability Repairability Style Design

•expected •product •ease of •produc •integrating

operating will not fixing t’s force
life under malfunctio product looks & •totality of
natural and n / fail that feel features that
/ or within malfunctio affect how
stressful specified ns or fails product looks
conditions time & functions
 Services differentiation

Miscellaneous
Ordering
Ordering Customer
Customer
Installation
Installation
Ease Consulting

Services
Ease Consulting

Customer
Customer Maintenance
Maintenance
Delivery
Delivery Training
Training && Repair
Repair

•Ordering •Installation •Customer

ease •Make product consulting
•Delivery operational •Data, info
•Speed, systems &
•Customer
accuracy, •Maintenance •Miscellaneous
advising
training
care services
services
& repair
•Instruct •Keep •Find other
on proper products in ways to add
 Personnel differentiation

Credibility
Credibility
Competence
Competence Courtesy
Courtesy

Reliability Responsiveness
Reliability ResponsivenessCommunication
Communication

•Competence •Courtesy •Credibility

•Skill & •Friendly, •Trustworthy
knowledge respectful, and
considerate
•Reliability •Responsivene •Communicatio
•Consisten ss n
cy and •Customer •Understand
accuracy requests & customer &
 Image differentiation
Atmosphere
Media (physical space
(convey firm / in which firm
•Identity
produces / To identify or
brand
personality) delivers position itself or
Symbols products)
its product
(logos, objects,
people, colours)
•Image
Public perception of
firm & / its products
Product’s character &
Events value proposition
(sponsorships) Conveys character in
distinctive way [not
confuse with
competition]
Emotional power
Differences worth
establishing
Important
Important

Profitable
Profitable Distinctive
Distinctive

Affordable
Affordable Superior
Superior

Preemptive
Preemptive
Positioning
 Design offering and image
 To occupy

 Distinctive place in
 Mind of the target market
Value propositions
 Perdue Chicken
Moretender golden chicken at a
moderate premium price
 Domino’s
A good hot pizza, delivered to your
door within 30 minutes of ordering, at
a moderate price
Positioning statement:
Mountain Dew
 To young, active soft-drink
consumers who have little time for
sleep, Mountain Dew is the soft
drink that gives you more energy
than any other brand because it has
the highest level of caffeine.
 And now what
questions do we
have?