George Clooney

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MKTG 311 – George Clooney

Strategic Recommendations

When looking at the strategic recommendations for George Clooney as a brand, we need to consider a few things such as the Points of Parity and the Points of Differentiation. Both the POP and the POD can be utilized in the positioning of a brand for competitive advantage via brand/product. Brand Positioning is the “act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds” (Kotler, 2012).

Points of Parity are those elements that are considered mandatory for a brand to be considered a legitimate competitor in its specific category (Baicoianu, 2011). So in other words, it is the similar attributes that most brands have to be able to compete in a certain category. An obvious example of this is George Clooney’s own resume in movie’s that he’s acted in, and campaigns that he’s been a part of through his acting skills, which puts him in the same category as other A-list celebrities. Another good example of this can be found by looking at George Clooney’s work with charities and other social issues around the world, more specifically his “Not On Our Watch” campaign as Kseniia mentioned earlier. (The World Of Celebrity Giving: George Clooney, 2013). This charity work illustrates his brand having a more personal, and human aspect to it, which his fans can more closely relate to. This can be compared to other celebrities like Angelina Jolie who does a lot of charity work in poor regions of the world which she has won a humanitarian award for as well (UNHCR, 2013). It is almost a common theme/occurrence for celebrities to be involved in charity work as they have the money, power and the voice to make a change, so this can be seen as a competitive point of parity. The goal for the Clooney brand was not to be better than other celebrity brands, but to at least engage in the same positive campaigns that other high class...