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

  • Comelec urges Filipinos to ensure dead relatives are off voters’ list
  • Number of Islamic extremists growing in Germany
  • Number of Ebola cases passes 10,000—WHO
  • Bishops call for support for anti-pork barrel signature campaign
  • More rain seen in southern Mindanao in next few days–Pagasa
  • Sports

  • Williams beats Wozniacki to reach champs final
  • WTA plans World Cup teams event
  • Hudson’s long-awaited Series debut ends in loss
  • Talk ‘N Text, Rain or Shine nail first win
  • IEM whips FEU, claims Shakey’s V-League finals slot
  • Lifestyle

  • Peta’s ‘FnL’ finds craziness in language–or several versions of it
  • Gantimpala Theater Foundation is looking for a new home
  • Ready for a 6-peat feat
  • ‘It’s about getting to the finals’
  • Samsung launches Galaxy Note 4, Gear S–available in stores starting today
  • Entertainment

  • Discovery Channel revisits Tacloban a year after ‘Yolanda’
  • ‘The Trial’–pluses and minuses
  • When Ryzza met Nora
  • Too many sponsors
  • Stellar performances compared
  • Business

  • Anti-impotence drugs seized
  • Tan pioneers BPO office dev’t in a township setting
  • Aquino seeks business sector’s help
  • ‘Medical cannabis better than some analgesics’ —former DOH secretary
  • Stocks close lower
  • Technology

  • Zuckerberg speaks Chinese; Beijing students cheer
  • SC reminds netizens: Nothing stays private on Facebook
  • LTFRB goes after Uber vehicles; MMDA disagrees
  • SC: Privacy laws do not apply on Facebook photos freely uploaded by Internet users
  • Google offers peek into Bhutan with Street View launch
  • Opinion

  • Editorial Cartoon, October 25, 2014
  • Overstretched
  • Fishy
  • Beyond the stutters
  • Liveable cities
  • Global Nation

  • After apologizing, Laude’s boyfriend leaving PH
  • PH soon to get P87M from US for damage to Tubbataha Reefs
  • Asean Community seen as ‘formidable force’
  • AFP apologizes for secretive operation
  • Merkel gifts China’s leader Xi with map of ancient Asia
  • Marketplace
    Advertisement