TANISHQ

Positioning to Capture The Indian Womans Heart

Presented By:-

Key Elements of Brand Positioning

Be unique Instantly Communicate Be appealing Be brief Be honest

Competitive Branding Strategies

Low cost strategy Differentiation Strategy Best Cost provider strategy A focussed strategy based on lower cost and differentiation .

Brand Positioning Vs.Target Marketing

CUSTOMER-BASED-BRAND-EQUITY (KELLERS BRAND EQUITY MODEL)

Step 1 Brand identity: Main goal is to create awareness Step 2 Brand Meaning: Performance- reliability, durability & serviceability, style design and price Imagery- meeting customers needs on a social and psychological level Eg. Body Shop

Step 3: Brand Response:

quality

credibility

judgment

consideration

superiority

Feelings:
Warmth

Social approval

fun

Self respect

excitement

Security

Brand Resonance: Deep psychological bond with brand

1) Behavioral loyalty 2) Attitudinal attachment 3) Sense of community 4) Active engagement