Brand Positioning Bullseye provides the the matter to improve on positioning of the brand in the market. This helps to get a distinct place in the minds of the prospect which can help it be a potential customer or consumer.
The brand bullseye consists of few circles like a dart aim board. In this you need to aim every circle carefully to get your brand at the top among the competitors.
Let's get in the depth with every circle of the bullseye:-
1. Point of parity POP : Point of parity is the common associations of a brand, similar with the competitors. POP can be the reason to run the brand but at the same time if it does not match it can be the reason to drop the brand.
For e.g: The luxury resorts have their ambience / top notch services / delicious food in common with each other.
2.Point of Difference POD : Point of difference are the attributes which can be different from the competing brand and help to stand out of the box in a competitive market.
For e.g: Every Resort will have its premium location adding up to its bucket. Might also have few activities etc.
3.Substantiators :
The brand bullseye consists of few circles like a dart aim board. In this you need to aim every circle carefully to get your brand at the top among the competitors.
Let's get in the depth with every circle of the bullseye:-
1. Point of parity POP : Point of parity is the common associations of a brand, similar with the competitors. POP can be the reason to run the brand but at the same time if it does not match it can be the reason to drop the brand.
For e.g: The luxury resorts have their ambience / top notch services / delicious food in common with each other.
2.Point of Difference POD : Point of difference are the attributes which can be different from the competing brand and help to stand out of the box in a competitive market.
For e.g: Every Resort will have its premium location adding up to its bucket. Might also have few activities etc.
3.Substantiators :
These are the reasons to believe the proposition. The substantiators provide factual or demonstrable support for the points-of-parity and points-of-difference.
4.Values, traits, character:A set of human characteristics that are attributed to the brand. The personality or character is something to which the consumer can relate. It is the added-value that a brand gains aside from its functional benefits.
For e.g: The main types of brand personality for the resorts : excitement, sincerity, and sophistication.
4.Values, traits, character:A set of human characteristics that are attributed to the brand. The personality or character is something to which the consumer can relate. It is the added-value that a brand gains aside from its functional benefits.
For e.g: The main types of brand personality for the resorts : excitement, sincerity, and sophistication.
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