Brand Positioning (品牌定位) 凯勒 《战略品牌管理》课件.ppt

CHAPTER 3: BRAND POSITIONING VALUES Kevin Lane Keller Tuck School of Business Dartmouth College Brand Positioning Is at the heart of the marketing strategy “. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.” Philip Kotler Determining a frame of reference What are the ideal points-of-parity and points-of-difference brand associations vis-à-vis the competition? Marketers need to know: Who the target consumer is Who the main competitors are How the brand is similar to these competitors How the brand is di