AMB211 - Brand Management Name: Tutor: Criteria Sheet - Brand Positioning Analysis Result: % Frame of Reference Analysis 30% Target Market Competitors Positioning Statement Points of Parity (POP) and Points of Difference (POD) 30% Discussion of POPs and PODs must be made against specific competitors. 7 100%-85% The target analysis is of a high standard. You provide a detailed and well researched Target Market including demographics, psychographics, and behavioural descriptors. The analysis includes key insights into the psychology of the target market and outline consumer's brand knowledge structure which includes most important brand associations. The nature of competition is also established providing great detail on the shares of main competitors and level of competition involved. You outline how and where your product is positioned within this frame. A clear positioning statement is established with the understanding of both target and competitors. All key points of parity and points of difference are analyzed thoughtfully and thoroughly considered. There is a clear understanding of what must be met if consumers are to perceive your product as a legitimate and credible player within the frame of reference and you analyze the basis of which differentiation is made 6 84%-75% Your target audience analysis is of a good standard and you provide a well-researched Target Market including demographics, psychographics, and behavioural descriptors. The analysis fails to include key insights or the correct insights into the psychology of the target market. You partially outline consumer's brand knowledge structure containing main associations. You provide an outline how and where your product is positioned but some detail about competitors and the nature of competition might be missing. A positioning statement is established but more understanding of the target and the competition is needed. Most key points of parity and points of difference are analyzed and considered but some key points are not mentioned. There is an understanding of what must be met if consumers are to perceive your product as a legitimate and credible player within the frame of reference and you analyze the basis of which differentiation is made. You also 5 74%-65% Your target market analysis is average. Although, descriptors are provided, some items are missing or not explored. The analysis fails to include key insights or the correct insights into the psychology of the target market. You do not outline consumer's brand knowledge structure containing main associations. You provide a summary and analysis of competitors and outline how and where your product is positioned. A positioning statement is partially established but more understanding of the target and the competition is needed. Some key points of parity and points of difference are identified and analyzed. There is confusion about what must be met if consumers are to perceive your product as a legitimate and credible player within the frame of reference. You discuss how PODs meet criteria of desirability, deliverability, and 4 64%-50% Your target market analysis is poor and based mostly on demographics as target descriptors. The analysis fails to include key consumer insights