Professional Documents
Culture Documents
Robbertson 2000
Positioning Levels
By attribute - Omo , Dove, Volvo
By price/quality - Mr Price, Woolworths
By use/application
By product user - Diesel, Chivas Regal
By competitor - Avis, e-tv
By cultural symbols - Castrol, Sasol,
Vodacom
Source of Motivation?
↓
Positioning grid
1. Points of Parity?
E.g. Subways
Dove
2. Point of Difference?
Relevant
Compelling
Believable
Deliverable
Difficult to attack
3. Craft the Brand Positioning Statement
HP’s online
support page
Differentiation Tools
– Miscellaneous Services
Personnel Differentiation
• Competence
• Courtesy
• Credability
• Reliability
• Responsiveness
• Communication
Differentiation Tools
Channel Differentiation
Image Differentiation
• Identity
• Image
– Symbols, Colours, Slogans, Special
Attributes
– Physical plant
– Events and Sponsorship
– Using Multiple Image-Building Techniques
3. Language usage
Brief Review Creative/ media
Creative and Media Conceptualise Amend until ready to present