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Positioning of a brand point of parity: a study of a possible approach for taking position of apoint of parity in a mature business to business market
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Management.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Management.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Every organisation has to build their brand on specific associations that they want to be related

to.  These  associations  can  be  divided  into  two  categories:  points  of  parity  and  points  of difference. Traditionally brands have been concentrating on the company’s points of difference in their positioning strategies. It is more complex to take the position of a point of parity than it of a point of difference. Positioning involves finding a distinct place in the customer’s memory for the right reasons the company wants to convey and in that way maximize the profit potential for the company. To be able to achieve this, the company need to define its target group, its competition, and in what way the brand are alike the competition and in what way they differ from  their  competition. Existing brands  positioning derives from  the  brand’s  identity. The problem question is how can an organisation gain the position of a point of parity? Food Safety is relevant to use as an example given that it is impossible to compromise with, since it could lead to bankruptcy if not properly handled. The aim is to dissolve the complexity of the situation by  using well known  theory about marketing strategies, brand building, positioning, brand identity, brand equity and communication.

The solution consists of three phases that forms a model of a strategy. In the first phase the

organisation need to set up their marketing and brand strategies, their frame of reference and decide on their identity, what point of parities and point of differences they want to be associated with. The second phase involves elaboration of the identity into brand equity. For a point of parity it is a longer process than for a point of difference. The last phase is the communication of the  brands  message and  identity. Communication is  the  key  to  linking the  identity to  the customer. The steps are combined in the strategy set up in this research. Since markets are dynamic it is important to resubmit and keep working with all steps of the strategy. The strategy is summarised in the following picture.

Place, publisher, year, edition, pages
2012. , 94 p.
Keyword [en]
Positioning, Points of Parity, Brand Identity, Brand Equity, Brand communication, Food Safety
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-143119OAI: diva2:705518
Available from: 2014-04-16 Created: 2014-03-17 Last updated: 2014-04-16Bibliographically approved

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