Quantcast
Home » byline

Risk to premium brand equity

By ,

Q: Your column once dealt with the risk of cannibalization if a premium brand should enter the economy price category. We’re a premium brand of vitamin supplements. Because of the tremendous growth of generics, we’re tempted to participate in the economy price segment with our own “branded generics” like Unilab’s RiteMed.

Posted: August 8th, 2014 in Columnists,Inquirer Columns,Inquirer Features | Read More »

Why not position on customer goals?

By ,

Q: We’re a group of professors formed by our dean as a task force to craft the positioning for our school’s BSBA (Bachelor of Science in Business Administration) program.

Posted: April 4th, 2014 in Columnists,Inquirer Columns | Read More »

Why not position on the customers’ most important product value?

By ,

We are sales engineers assigned to key institutional accounts. We supply and sell in bulk our company’s beverages, juices and coffee. We’ve been sales engineers in this company for more than 20 years. In our sales training of junior or new sales engineers, we’ve stayed with the tried and proven USP (unique selling proposition): “Find out what’s the account customer’s most important product value and if your product has that value, then position in it and you’ll make the sale.”

Posted: March 21st, 2014 in Columnists,Featured Columns,Inquirer Columns,Inquirer Features | Read More »

What’s the latest in brand positioning? Part 2

By ,

Last Friday (March 7, 2014) our reader asked: “It’s been so many years since last we heard anything new about brand positioning. Do you have anything new on brand positioning that can help us once more?”

Posted: March 14th, 2014 in Columnists,Inquirer Columns,Inquirer Features | Read More »

‘To the adult woman bothered by the odor of her external genitalia’–and other brand positioning stories

By ,

After listening to a talk you gave on “the latest in brand positioning” some years ago at a PMA (Philippine Marketing Association) seminar, we changed our product’s brand positioning model to one of the models that you showed at your talk. We were then having a brand positioning problem and the change helped us a lot. But now, we’re experiencing again a problem with our change in positioning.

Posted: March 7th, 2014 in Columnists,Inquirer Columns | Read More »

Advertisement

News

  • Pilot unhurt after small plane crashes in Panabo City
  • Mayor Binay to question Senate body’s rejection of jurisdictional challenge
  • Drilon: Senate pushing to amend economic provisions in Charter before Aquino term ends
  • Alyzza Agustin says sorry for calling card controversy, denies knowing PNP exec
  • Police official denies link with model who used his alleged business card
  • Sports

  • Asian Games BMX bet Caluag explains absence from UC races
  • Korean War vets’ kin cheer for Team Philippines in Asian Games
  • Two bronzes by jins; 3 boxers gain semifinals
  • Caluags open BMX medal bid
  • Azkals tackle Malaysians Oct. 11
  • Lifestyle

  • Shutterbug club shares its passion
  • New stores open at popular lifestyle and design building
  • Muji launches Ultrasonic Aroma Diffuser
  • ‘Frozen’ figures launched at annual Toy Expo
  • Countdown to Christmas
  • Entertainment

  • Roaring applause for a Legend
  • ‘Gotham,’ before the super-heroics
  • Catwalk fiasco hurts Coco Martin’s ad deals
  • Sibling revelry: Jessy and Pam Mendiola
  • Cris Villonco: Sprint from Tondo to Toronto
  • Business

  • US stocks drop on disappointing economic data
  • Gov’t may need to rent power generators
  • Gov’t keeping 2014 growth goals as port congestion eases
  • Gov’t logs P393B in investment pledges
  • PAL starts flying to NY again in March 2015
  • Technology

  • Microsoft skips Windows 9 to stress advances
  • Netizens blast sexy model for using cop connection to beat traffic violation
  • Palace backs prepaid SIM registration
  • Man, wife behind ‘crush’ videos get life sentence
  • Turkey’s president dismisses new iPhone: ‘Same as the last’
  • Opinion

  • The Marcoses never really left home
  • Gone to the dogs
  • Sour grapes
  • Pendulum swing
  • Occupy Central
  • Global Nation

  • Foreign domestic helpers in Hong Kong get $100 wage hike
  • No serious threat to Pope–AFP
  • Flattened by quake, Chinese city rises from the rubble
  • We can’t go on like this, says Chinese envoy on PH ties
  • A sometimes clueless president
  • Marketplace
    Advertisement