Make a summary on this topic.

DE report.pdf X + X C n File | C:/Users/jasch/Downloads/report.pdf 86 of 591 Q + 09 Page view | A Read aloud Add text | Draw ~ Highlight Erase K7 POSITIONING GUIDELINES The concepts of points-of-difference and points-of-parity can be invaluable tools to guide posi- tioning. Two key issues in arriving at the optimal competitive brand positioning are (1) defining and communicating the competitive frame of reference and (2) choosing and establishing points- of-parity and points-of-difference. Defining and Communicating the Competitive Frame of Reference A starting point in defining a competitive frame of reference for a brand positioning is to deter- mine category membership. With which products or sets of products does the brand compete? As noted above, choosing to compete in different categories often results in different competi- tive frames of reference and thus different POPs and PODs. The product's category membership tells consumers about the goals they might achieve by using a product or service. For highly established products and services, category member- ship is not a focal issue. Customers are aware that Coca-cola is a leading brand of soft drink, Kellogg's Corn Flakes is a leading brand of cereal, Mckinsey is a leading strategy consulting firm, and so on. There are many situations, however, in which it is important to inform consumers of a brand's category membership. Perhaps the most obvious is the introduction of new products, where the category membership is not always apparent. W A C ENG 1:13 am US 30/08/2022 4DE report.pdf X + X C n File | C:/Users/jasch/Downloads/report.pdf 86 of 591 Q +2 0 Page view | A Read aloud Add text Draw Highlight Erase ANTABAX Antabax is a Malaysian personal care brand that offers a range of antibacterial products. Antabax first started with its three soap ranges: Shield, Gentle, and Balance. But the challenge for Antabax is to con- vince customers that its products belong in the "hygiene care" category, the same category as some of Antabax's competitors: Lifebuoy, Protex, and Dettol. Despite the brand's longevity, the company fears that customers still don't see its products as sitting within the health and hygiene category. By dubbing them "Halal health care products," Antabax has reformulated and repackaged its personal care products. The company is also working on new schemes which aim to increase customer awareness. For instance, it has introduced a new brand ambassador, Malaysian singer Ziana Zain, who is involved with the An- tabax new range product launches and roadshows. It has also started an Antabax Facebook contest called 2012-My Attribution Year For Others," and has been promoting the Antabax family of products with a "hygiene" concept in schools. Today, Antabax is the fastest growing brand within the bar and liquid medicated category. 43 antabax antabax antabax antabax antabax For Malaysian personal care brand Antabax, the challenge lies in positioning itself within the "hygiene care" category and ensuring that customers view the company as health promoters. Source: Antabax - 24-Hour Antibacterial Protection OLDE P e ENG 1:14 am US 30/08/2022 5QDE report.pdf X + X C File | C:/Users/jasch/Downloads/report.pdf 87 of 591 Q + Q [ Page view A Read aloud Add text | Draw ~ Highlight Erase 86 PART II . DEVELOPING A BRAND STRATEGY Sometimes consumers know a brand's category membership but may not be convinced the brand is a true, valid member of the category. For example, consumers may be aware that Sony pro- duces computers, but they may not be certain whether Sony Vaio computers are in the same "class" as Dell, HP, and Lenovo. In this instance, it might be useful to reinforce category membership. Brands are sometimes affiliated with categories in which they do not hold membership rather than with the one in which they do. This approach is a viable way to highlight a brand's point-of-difference from competitors, provided that consumers know the brand's actual mem- bership. For example, Bristol-Myers Squibb ran commercials at one time for its Excedrin aspirin acknowledging Tylenol's perceived consumer acceptance for aches and pains, but touting the Excedrin brand as "the Headache Medicine." With this approach, however, it is important that consumers understand what the brand is, and not just what it is not. The preferred approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference in relationship to other category members. Presumably, consumers need to know what a product is and what function it serves before they can decide whether it dominates the brands against which it competes. For new products, separate market- ing programs are generally needed to inform consumers of membership and to educate them about a brand's point-of-difference. For brands with limited resources, this implies the devel- opment of a marketing strategy that establishes category membership prior to one that states a point-of-difference. Brands with greater resources can develop concurrent marketing programs, one of which features membership and the other the point-of-difference. Efforts to inform con- sumers of membership and points-of-difference in the same ad, however, are often not effective. There are three main ways to convey a brand's category membership: communicating cate- gory benefits, comparing to exemplars. and relying on a product descriptor. Communicating Category Benefits. To reassure consumers that a brand will deliver on the fundamental reason for using a category, marketers frequently use benefits to announce category membership. Thus, industrial motors might claim to have power, and analgesics might announce their efficacy. These benefits are presented in a manner that does not imply brand superiority but merely notes that the brand possesses them as a means to establish category POPs. Performance and imag- ery associations can provide supporting evidence. A cake mix might attain membership in the cake category by claiming the benefit of great taste and might support this benefit claim by possessing high-quality ingredients (performance) or by showing users delighting in its consumption (imagery). W ENG 1:15 am US 30/08/2022 5QDE report.pdf X + X C n File | C:/Users/jasch/Downloads/report.pdf 87 of 591 Q +2 0 Page view | A Read aloud Add text | Draw Highlight Erase K7 category by claiming the benefit of great taste and might support this benefit claim by possessing high-quality ingredients (performance) or by showing users delighting in its consumption (imagery). Exemplars. Well-known, noteworthy brands in a category can also be used as exemplars to specify a brand's category membership. When Tommy Hilfiger was an unknown designer, adver- tising announced his membership as a great American designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category V8 at that time. The National Pork Board successfully advertised for over two decades that pork was "the Other White Meat," riding the coattails of the popularity of chicken in the process. Splash Product Descriptor. The product descriptor that follows the brand name is often a very com- pact means of conveying category origin. For example, USAir changed its name to US Airways, Tropical Blend Antioxidant Plus . according to CEO Stephen Wolf, as part of the airline's attempted transformation from a re- V gional carrier with a poor reputation to a strong national or even international brand. The argu- ment was that other major airlines had the word airlines or airways in their names rather than air, which was felt to be typically associated with smaller, regional carriers.* Consider these two examples: . When Campbell's launched its V-8 Splash beverage line, it deliberately avoided including the Although carrots were a word "carrot" in the brand name despite the fact that carrot was the main ingredient. The name primary ingredient, the was chosen to convey healthful benefits but to avoid the negative perception of carrots." marketers of V8 Splash California's prune growers and marketers have attempted to establish an alternative name deliberately avoided for their product, "dried plums," because prunes were seen by the target market of 35- to invoking the vegetable 50-year-old women as "a laxative for old people."47 in the brand name, given its sometimes negative Establishing a brand's category membership is usually not sufficient for effective brand connotations. positioning. If many firms engage in category-building tactics, the result may even be consumer Source: Campbell Soup confusion. For example, at the peak of the dot-com boom, Ameritrade, E*TRADE, Datek, and Company others advertised lower commission rates on stock trades than conventional brokerage firms. 26 C Cloudy OLDA P W CK A O ENG 1:16 am US 30/08/2022 5