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10

Crafting the

Brand Positioning

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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-2

What is Positioning?

Positioning

is the act of designing the company’s

offering and image to occupy a distinctive place in

(3)

Value Propositions

Perdue Chicken

More tender golden chicken at a moderate

premium price

Domino’s

A good hot pizza, delivered to your door

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Figure 10.1a Perceptual Map:

Current Perceptions

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(6)

Differentiation Strategies

(7)

Means of Differentiation

Employee

Channel

(8)

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-8

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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-10

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Figure

Figure 10.1a Perceptual Map:
Figure 10.1b Perceptual Map:

References

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