Positioning.pptVIP

Positioning Introduction: Brand Positioning Positioning The key feature, benefit, or image that the brand stands for in the target audience’s collective mind Positioning Statement The central idea that encapsulates a brand’s meaning and distinctiveness vis-à-vis competitive brands Positioning in Theory: A Matter of Creating Meaning Semiotics The study of signs and the analysis of meaning-producing events Semiotics Perspective Meaning is a constructive process determined by: The message source’s choice of communication elements The receiver’s unique social-cultural background and mind-set at the time of exposure to a message Positioning in Theory: A Matter of Creating Meaning (cont’d) A Sign Is words, visualizations, tactile objects, and anything else perceivable by the senses Has a constructed meaning to the receiver (interpreter) that is both idiosyncratic and context dependent Marcom’s Positioning Goal To have consumers will interpret messages exactly as they are intended The Meaning of Meaning Meanings Are the thoughts and feelings evoked within a person when presented with a sign in a particular context Are internal responses people hold for external stimuli Perceptual Fields Represent the sum total of a person’s experiences that are stored in memory Facilitate effective marcom when there is commonality in both the sender’s and the receiver’s fields of experience Meaning Transfer: From Culture to Object to Consumer Socialization The process through which people learn cultural values, form beliefs, and become familiar with the physical manifestations, or artifacts, of these values and beliefs Advertising in a Culturally Constituted World Advertisements become texts to be interpreted by consumers from within their socio-cultural context Marcom attempts to use the meaning of well-known symbols to transfer that meaning to their brand Positioning in Practice: The Nuts and Bolts Brand Positioning Is essential to a successful Marcom program Effective Positioning Sta