Brand Positioning

Refers to the specific, intended meaning for a brand in consumers minds. Brand positioning articulates the goal that a consumer will achieve by using the brand and explains why it is superior to other means of accomplishing this goal.

Brand Positioning
Key Elements Goal that customer can expect to achieve by using the brand (Frame of Reference)
Coke (soft drink), subway (fast food restaurant)

Indication of why the brand is superior in achieving the goal ( Points of Difference)

Frame of Reference
Frame of Ref. could be brands in same category( Coke, Pepsi), or might be brands in different categories (Coke, Frooti, Bisleri) Frame of Ref. may keep changing with product life cycle
FedEx launched , overnight delivery (FOR - postal) More providers of overnight delivery , positioned based on speed and dependability," when it absolutely, positively has to be there overnight" FOR OTHER COMPETITORS) Other forms of documentation (fax,e-mail) (FOR expanded to include fax or e-mail), POD security, confidentiality

Point of Difference
Indicates how the brand is superior to other alternatives within the frame of reference
Functional benefits Gillette , close shave (RTB M3Power)
Subway, healthier fast food (RTB-nutrition info. posted in stores and printed on napkins)

Emotional benefits Apple ipod positioned as carefree, fun-loving brand. This positioning supported by its bright colors, easy downloading, and wearing styling

Consumer Insight
What is consumer insight An insight is something that comes from understanding the reality of why consumers are doing what they are doing when they use a particular brand or a category

Why is it important to know

Consumer insights have the potential to be exploited as a major source of competitive advantage

Finding Consumer Insight

The consumer can only give us the understanding of their behavior and feelings. We need to take this understanding and construct the insights
Understanding Business people abroad look forward to getting home Insight The unfamiliar makes them yearn for the familiar Advertising Idea Stepping into a BA plane feels like home

British Airways

Positioning options

Benefit positioning

User positioning

Competitor positioning Image/ personality positioning

Attribute positioning Application positioning

Quality or price positioning Product class positioning

Brand Positioning Strategies

By Corporate identity - common corporate logo & baseline
LG,Godrej,LIC

By Brand Endorsement use well-known brand to support sub-brand

Bridal sutra is color cosmetics from Lakme

Category Related Vicco Vajradanti SF(Sugar Free) Benefits Related Itch Guard for itch, Dettol anti-septic By Usage Occasion & Time Cadbury ,Boroplus By Unique Attributes Dermi Cool, Dove soap By Demographic Fast Track for youth, Fair & Lovely for women