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Positioning to Capture The Indian Woman’s Heart
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 (KELLER’S BRAND EQUITY MODEL) .
durability & serviceability. style design and price Imagery.reliability. Body Shop .meeting customers needs on a social and psychological level Eg.Step 1 Brand identity: Main goal is to create awareness Step 2 Brand Meaning: Performance.
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 .