BRAND POSITIONING FLOW CHART

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APPROACH
CATEGORY INVOLVEMENT

INFORMS

POSITIONING TYPE

INFORMS

BRAND CONCEPT

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APPROACH
BRAND
CATEGORY INVOLVEMENT
POSITIONING
IS A CREATIVE INFORMS

RESPONSE TO
A BRAND POSITIONING TYPE
STRATEGY
INFORMS

BRAND CONCEPT

BRAND POSITIONING

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APPROACH
IN ORDER TO INFORM OUR BRAND POSITIONING, WE NEED TO COGNITIVE INVOLVEMENT
LOW HIGH
UNDERSTAND THE RELATIONSHIP BETWEEN OUR CONSUMER AND THE
CATEGORY, OUR BRAND, AND OUR PRODUCT.
EXPERIENCE-BASED
POSITIONING:
• Basic emotional needs activated, not trivial MIXED POSITIONING:
• Product attributes well known • Basic emotional needs activated, not trivial.
• Low Information interest • High Information interest

Cognitive product involvement is low, but Both instrumental and emotional brand
the consumer is aware of his basic associations are important. The consumer
is interested in product information, but a

HIGH
emotional needs. This is often the case
in saturated markets in which products clear connection to basic emotional needs

EMOTIONAL INVOLVEMENT
have become interchangeable, and are is also necessary.
well known. In this situation a strategy
based on brand experiences that
appeals to basic emotional needs is
indicated

SALIENCY BASED INSTRUMENTAL POSITIONING:

POSITIONING: • emotional needs are trivial.
• emotional needs are trivial. • High Information interest
• Product attributes well known
• Low Information interest Cognitive involvement is high, but
emotional involvement is low.
In situations where cognitive as well as Positioning in this cell is based on

LOW
emotional involvement are low, the product attributes and on product
positioning strategy should aim to performance. This is the classic form
create a strong brand saliency. This of positioning.
can be attained by publicizing the
brand as such – creating interest in its
existence. This leads to all kinds of
'Here I am' communication.

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CATEGORIES OF BRAND POSITIONING
There are three basic approaches to positioning:

THE THE DEMAND- THE PROTOTYPE

DIFFERENTIATION MODIFICATION APPROACH
APPROACH APPROACH
IN WHICH THE BRAND IN WHICH THE BRAND AIMS IN WHICH THE BRAND
STRIVES TO DIFFERENTIATE TO INFLUENCE THE STRIVES TO BE THE
ITSELF FROM COMPETITORS CONSUMER'S CHOICE ULTIMATE EXAMPLE OF THE
IN ONE OR TWO DIMENSIONS. CRITERIA TO EXPAND THE CATEGORY. THE BRAND WANTS
PREFERENCE FOR THE CORE TO BE SEEN AS 'THE REAL
MEANING OF THE BRAND. THING,' BASED ON
AUTHENTICITY,
PERFECTIONISM,
TECHNOLOGICAL LEADERSHIP,
AND AN IMAGE OF
COMPETENCY.

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CATEGORIES OF BRAND POSITIONING
There are three basic approaches to positioning:

THE DIFFERENTIATION CAN BE BASED ON

DIFFERENTIATION VARIOUS THINGS:
APPROACH 1. Intrinsic product differentiation: Based on unique product
characteristic(s) relevant to the consumer.
IN WHICH THE BRAND
STRIVES TO DIFFERENTIATE 2. Design/style differentiation: Based on total product design, or on the
product's styling.
ITSELF FROM COMPETITORS
IN ONE OR TWO DIMENSIONS. 3. Experiential differentiation: The brand offers exceptional sensory
experience, or provides strong cognitive stimulation.

4. Symbolic differentiation: Based on the symbolic meanings (values/

personality) that a brand adds to a product.

5. User-image differentiation: Based on a strong associative connection

between the brand and a speci c social group.

6. Price differentiation: A basic product is combined with 'budget' price.

7. Saliency differentiation: The brand tries to monopolize the category in

the consumer's memory, due to its dominant position in the market and
in the media.
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fi
BRAND POSITIONING DECISION TREE
CATEGORY INVOLVEMENT POSITIONING APPROACH BRAND CONCEPT

Brand is origin

The demand-modification approach, in which the brand

aims to influence the consumer's choice criteria to Brand expresses ideology or culture
expand the preference for the core meaning of the
brand.

{
Brand represents style
EXPERIENCE-BASED
LOW COGNITIVE / HIGH EMOTIONAL
Symbolic differentiation

User-image differentiation Brand is a luxury

SALIENCY The differentiation
LOW COGNITIVE / LOW EMOTIONAL approach, in which the Design/style differentiation
brand strives to Price differentiation
differentiate itself from Brand is low price (basic)
INSTRUMENTAL competitors in one or two Experiential differentiation
HIGH COGNITIVE / HIGH EMOTIONAL dimensions. Customer service differentiation

Intrinsic product differentiation Brand equals benefit

MIXED
HIGH COGNITIVE / LOW EMOTIONAL

The prototype approach, in which the brand strives to be Brand equals product
the ultimate example of the category. The brand wants to be
seen as 'the real thing,' based on authenticity,
perfectionism, technological leadership, and an image of Brand represents domain expertise
competency.

Brand equals product category

QUESTIONS TO ANSWER
The brand is primarily perceived on the basis of its origin (country, region). This is credible as long as its country of origin
Brand is origin carries associations, which are relevant for the brand category.

The brand has become a symbol for a view of life, representing a system of shared values. The brand reflects a vision, a way of
Brand expresses ideology or culture seeing things; it is driven by an ideal, and reveals a certain 'truth.' The brand is perceived as idealistic, lofty, and
representing a more elevated quality of life. A source of inspiration and energy, the brand acquires quasi-religious qualities.

The brand is based on a certain authority with regard to style, and is primarily known for its taste and its design. The brand is
Brand represents style not primarily seen in terms of technological know-how, but in terms of design.

The brand is primarily perceived as representing exceptional quality in its category. The brand has a sensual appeal, and products
Brand is a luxury are often liked for their beauty. The brand carries a certain magic, indicating savior faire and respect for tradition. It is very
expensive.

The brand is primarily associated with its low price: it is the cheap alternative in the category. Usually this is the case with
Brand is low price (basic) products, which have been reduced to their basic functions, offering adequate generic, fundamental performance, but without any
special features or frills.

The brand relates to one or a limited number of product attributes and benefits. Usually the brand spans a range of products. The
Brand equals benefit brand offers a single promise across the entire product range.

The brand relates to only one product or service, and is the name of the thing. Because of this narrow definition, this type of
Brand equals product brand has little opportunity for extension.

The brand is a sign of know-how in a certain domain. The brander is known for their expertise and domain. The brand is credible, and
Brand represents domain expertise reduces perceived risk.

The brand represents one product category, but spans a range of different product variants. A category brand is usually primarily
Brand equals product category associated with the basic variant.