Brand Positioning Analysis
Due date: 16-Aug-2017
Length: 750 words
Your task is to pick three brands from any Australian sector or industry, and evaluate the observed positioning of each brand. For example, the Australian fast-food (or quick-service-restaurant) sector has brands such as, McDonald’s, KFC, Subway and Hungry Jack’s. For this assessment, choose any three brands from a single sector/industry.
Then, address the following questions for each brand:
What is the brand’s target market?
What are each brand’s points-of-parity (POPs) and points-of-difference (PODs)?
How might each brand’s PODs be improved?
REMEMBER that you will not be privy to the actual positioning strategies of firms. For this assessment, the focus is on applying the brand positioning concepts to observable brand actions in the marketplace. That is, your analysis and interpretation is key.
This assessment is designed to get you to engage with the subject material early on in the semester. Positioning is a central concept in branding and vital to the long-term health of brand. By getting you to demonstrate your understanding of the brand positioning concept and its application to actual brands, this assessment seeks to establish strong foundations for learning in the subject. The assessment addresses the first learning outcome.
The assessment will be marked on the content and range of ideas presented as well the ability to address the issues as hand. Please refer to the rubric below.
|HD (85-100%)||D (75-84%)||CR (65-74%)||P (64-50%)||F (< 50%)|
|Positioning Analysis /10||Comprehensive knowledge of brand positioning topic is demonstrated with a thorough discussion of the POPs/PODs and target market profile of each brand. Additionally, appropriate terminology is used throughout.||Reasonable knowledge of brand positioning is demonstrated along with appropriate terminology. The POPs and PODs are clearly identified, though some aspects are either ignored or require additional consideration. There is an adequate discussion of the target market for each brand.||A competent attempt has been made by outlining POPs and PODs for each brand. Appropriate terminology is demonstrated. There are aspects/elements that are either deficient in terms of either target market profile, brand positioning knowledge or its application to the chosen brands.||The reports offers evidence of limited knowledge of brand positioning. The POPs and PODs of each brands are not clearly identified, and/or the target market descriptions are confusing/unclear. Minimal use of appropriate terminology is demonstrated.||Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology|
|Recommendations /10||Has addressed the purpose of the question comprehensively and imaginatively, and has offered recommendations that are theoretically supported and derive directly from the analysis.||Recommendations are mostly robust and derive mostly from the analysis, though require additional clarification at some points.||Recommendations are mostly accurate, however, there is room for further improvement. Some issues remain unaddressed and/or stronger links with the analysis is required.||There is a minimal attempt at making recommendations and/or the recommendations do not derive directly from the analysis.||No recommendations are provided and/or the recommendations lack specificity to the context at hand.|
Please refer to the ‘Presentation’ section under ‘Assessment Information’