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END-OF-CHAPTER SUPPORT
Marketing Debate--What Is the Best Way to Position?
Marketers have different views of how to position a brand. Some value structured approaches
such as the competitive positioning model described in the chapter, which focuses on specific
points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more
on stories, narratives, and other flowing depictions.
Take a position: The best way to position a brand is through a structured approach versus the
best way to position a brand is through an unstructured approach.
Suggested Answer: Student answers will vary but good students will cite as either for or against
this statement that companies must:
1) Study competitors as well as actual and potential customers; optimal point of parity and points
of differentiation; that points of differences are associations and are strongly held and favorably
evaluated by consumers; the key to competitive advantage is relevant brand differentiation;
emotional branding is becoming a way to create product and brand differentiation: brand stories
are growing in importance as are brand journalism, and cultural branding.
Marketing Discussion
Identify other negatively correlated attributes and benefits not described in the chapter above.
What strategies do firms use to try to position themselves on the basis of pairs of attributes and
benefits?
Suggested Response:
Some additional negatively correlated attributes and benefits include:
Functionality and price: products and/or services with many features but at a low price—
computers, automobiles, home appliances.
Ease and completeness: products that are easy to use and contain everything the consumer wants
in the products—computers, home entertainment products.
Fun to drive and good gas mileage: for cars, this is an ongoing challenge along with safe and good
gas mileage and “large” and good gas mileage.
Safe and scary—amusement rides, movies, television shows, books.
Choices and convenience: variety in our shopping but sized for convenience (has the right mix of
products but is not too big—convenience stores).
Close but not too close—shopping centers and large mega-stores close enough but “not in my
backyard.”
Simple to use yet not complicated—computer and game programs.
A firm may use dual strategies to communicate these negatively correlated attributes and benefits.
Although more expensive to use dual marketing strategies, for a product or service consisting of
negatively correlated attributes, such strategies will appeal to both sets of consumers for the product.
Additionally, the marketer may anchor the PODs and POPs, with other brands or other
associations that emulate the desired characteristics or communicate the desired emotional
appeals.
Marketing Excellence: Louis Vuitton
Questions:
1) How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its
cachet?
2) Is the counterfeiting of Louis Vuitton always a negative? Are there any circumstances in
which it could be seen as having some positive aspects?
Marketing Excellence: American Express
Questions:
1. Evaluate American Express in terms of its competitors. How has its positioning changed over
time? Where does American Express face the most competition?
2. Evaluate American Express’ integration of its various businesses. What recommendations
would you make in order to maximize the contribution to equity of all its business units? Is the
corporate brand sufficiently coherent?
