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

  • Ombudsman approves filing case to recover $2M vs Nani Perez
  • SC rules Laguna governor ousted
  • What Went Before: ER Ejercito’s disqualification as Laguna gov
  • Survey: Bribing going out of style
  • Beneficiaries to pay P1 per house
  • Sports

  • Azkals rout Indonesians
  • Beermen rout Batang Pier; Painters win
  • Pacquiao back for KIA Sorento Wednesday vs P’foods
  • Pacquiao gives self a ‘7’ against Algieri
  • Pacquiao will KO ‘Money,’ says Roach
  • Lifestyle

  • ‘Yolanda’ debris repurposed into furniture
  • Christmas is not just for kids
  • Agency apologizes
  • Ateneo Psychology Department not part of Yolanda exhibit
  • Hospital joins exhibitors at Baby & Family Expo
  • Entertainment

  • Lav Diaz says quest for Oscar a long shot
  • ‘The Voice Kids’ headline show, miss their coaches
  • Pretty pair
  • 1D, Katy top American Music Awardees
  • ‘Ang Nawawala’ released on DVD
  • Business

  • Imports declined by 2.6% in Sept.
  • Biz Buzz: One step back, two steps forward
  • Corporate bonds fuel debt market expansion
  • PH, Efta to start free trade talks
  • Experts see slower GDP growth in Q3
  • Technology

  • Inquirer joins chat apps revolution
  • WD® launches wireless portable storage drive
  • The rise of the hybrid PR
  • Kidnappers scanning social networks for potential victims – PNP
  • Netizens cheer Pacquiao win, tell Mayweather ‘you’re next’
  • Opinion

  • Editorial cartoon, November 26, 2014
  • Why summits matter
  • JR 21 sponsors affirm no need for emergency powers
  • Quarantine this plague forever
  • NFA remains foremost assurance of food security
  • Global Nation

  • Financial aid mulled for OFWs returning from Ebola countries
  • Gov’t lawyer: ‘Edca not the answer to all our problems’
  • 2 Vietnamese ships in Manila amid sea tension
  • Cebu Pacific to offer direct flight to Hawaii in 2015
  • Ad hoc panel, envoys hold executive session on Bangsamoro bill
  • Marketplace
    Advertisement