## Kellogg on Marketing
and universities where parking is limited and employees or students require only occasional use of a car. 1 Nearly a decade after the launch of Zipcar, the competitive landscape had changed. Traditional rental car companies such as Hertz, whose airport-based hubs and emphasis on daily or weekly rental initially made it ill-equipped to serve the market for convenient, short-term, within-city rentals, launched services similar to Zipcar. Hertz's offering, called Connect, enjoys economies in purchasing and maintaining cars due to its traditional rental operation. More important, Connect can make the same claims as Zipcar regarding the benefits of its service in comparison to car ownership. This new competition forces Zipcar to rethink its positioning. Who should Zipcar target and how should it differentiate in the face of well-funded direct competitors?
Many companies face similar issues in developing a position at the time they launch a brand and adapting that position as competition changes and consumers' knowledge of the brand choices evolves. In this chapter, we examine the development of a brand positioning strategy from two perspectives. The first approach emphasizes how a brand is similar to competitors' offerings on some dimensions and superior on other dimensions. This competition-based approach to positioning is particularly important when a new brand is being introduced to the market and consumers strive to relate it to brands and product categories that are familiar. The second approach focuses on how the distinguishing features of the brand create abstract benefits that can be linked to targeted customers' goals. This customer-based approach is used to enrich and deepen a brand's position by situating it in the customers' lives. The two perspectives are complementary rather than competing. As we demonstrate, both play a role in developing and sustaining a strong brand positioning. We conclude the chapter by illustrating how the perspectives are captured in a brand positioning statement. The topic of writing a positioning statement is then addressed at length in Chapter 5, "Writing a Brand Positioning Statement and Translating It into Brand Design."
## The Competition-Based Perspective
Competition-based positioning entails choosing a category and a point of difference. The category provides a frame of reference by identifying other brands that might be used to achieve the same goal as the focal brand. The point of difference then specifies the way in which the brand is superior to other brands within that frame.
Suppose that you are unfamiliar with a brand called "Two Hands." If you were told that Two Hands is a wine, you would quickly understand what the

scihub/10.1002/9781119199892.ch4.pdf

Kellogg on Marketing Hassett/Kellogg

Alice M Tybout; Bobby J Calder; J.L. Kellogg Graduate School of Management

Alice M. Tybout, Bobby J. Calder, Philip Kotler

Alice M. Tybout; Philip Kotler; Bobby J. Calder

[edited by] Alice Tybout, Bobby J. Calder

John Wiley & Sons, Incorporated

American Geophysical Union

Spectrum Publications

Wiley-Blackwell

Halsted Press

John Wiley & Sons, Inc. (trade), Hoboken, N.J., 2010

United States, United States of America

2nd ed., Hoboken, NJ, New Jersey, 2010

2., Auflage, New York, NY, 2010

Hoboken, NJ, USA, 2012

2, PS, 2010

2015

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Includes bibliographical references and index.

The First Edition Of Kellogg On Marketing Set A High Standard With A Cutting-edge Presentation Of The Best Knowledge And Practices In The Field. Now, The Second Edition Of This Benchmark Guide Breaks New Ground, Providing Fresh Perspectives On Timeless Fundamental Issues As Well As The Latest Ideas. This Includes When Executives And Professionals Want Thought Leadership In Marketing, They Look To One Place: The Kellogg School Of Management. For Years, Kellogg Has Set The Standard For Combining Cutting-edge Research With Real-world Insight, Sending Its Graduates To The Marketing Departments Of Today's--and Tomor-row's--most Dynamic Enterprises. Now, Kellogg On Marketing, Second Edition Gives You Unique Access To A Complete Course On Marketing From This Program's Renowned Faculty. In Fully Updated And All-new Chapters, This Second Edition Takes On All The Key Questions And Challenges You'll Find In The Current Marketing Landscape, Including Social Media, Product Innovation, User-generated Branding, And More. At The Same Time, The Expert Authors Convincingly Demonstrate How--and Which--fundamental Concepts Continue To Guide Sound Marketing Practice. Building On The Coverage In The Now-classic First Edition, This Second Edition Features New Material And Perspectives On Whether You're New To Marketing Or Have Many Year's Experience, Kellogg On Marketing, Second Edition Supplies You With Both Strategic Insights And On The Ground Examples So You Can Deepen Your Knowledge Base And Create Winning, Profitable Marketing Plans.--jacket. Foreword: Thinking About Marketing / Philip Kotler -- Creating Customers And Shaping The Competitive Game / Gregory S. Carpenter -- Identifying Market Segments And Selecting Targets / Alice M. Tybout And Kent Grayson -- Marketing Research And Understanding Consumers / Bobby J. Calder -- Developing A Compelling Brand Positioning / Alice M. Tybout And Brian Sternthal -- Writing A Brand Positioning Statement And Translating It Into Brand Design / Bobby J. Calder -- Creating And Managing Brands / Alice M. Tybout And Gregory S. Carpenter -- Making The Brand Come Alive Within Your Organization / Lisa Fortini-campbell -- Sandwich Strategy : Managing New Products And Services For Value Creation And Value Capture / Dipak C. Jain -- Pricing For Profit / Lakshman Krishnamurthi -- Advertising Strategy / Dereck D. Rucker And Brian Sternthal -- Marketing Channel Design And Management / Anne T. Coughlan. Building A Winning Sales Force / Andris A. Zoltners, Prabhakant Sinha, And Sally E. Lorimer -- Marketing To Consumers At The Bottom Of The Pyramid / Bobby J. Calder, Richard Kolsky, And Maria Flores Letelier -- New Influence Of Social Media / Lakshman Krishnamurthi And Shyam Gopinath -- From The Wheel To Twitter : Where Do Innovations Come From? / David Gal -- Brand-led Innovation / Bobby J. Calder And Edward S. Calder -- Managing Product Assortments : Insights From Consumer Psychology / Alexander Chernev -- Goal-driven Marketing Research : The Answer To A Shrinking Budget / Angela Y. Lee -- Aligning Sales And Marketing To Enhance Customer Value And Drive Company Results / Andris A. Zoltners, Prabhakant Sinha, And Sally E. Lorimer -- Creating Superior Value By Managing The Marketing-operations Management Interface / Anne D. Coughlan And Jeffrey D. Shulman. Edited By Alice M. Tybout, Bobby J. Calder. Includes Bibliographical References And Index.

The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.

This business classic has been thoroughly revised and updated for today s marketers. The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today.