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Brand Positioning

Brand Positioning

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Published by Pankaj Dogra

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Published by: Pankaj Dogra on Aug 11, 2010
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02/18/2013

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Brand Positioning

Presented by Amit shukla Roll no 40 MBA 05

Vinay sharma Roll no 34 MBA 05

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Brand positioning

DEFINITION OF A BRAND
A BRAND . . .
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IS A PROMISE TO CONSUMERS IS HOW AN AGENCY DEFINES AND DIFFERENTIATES ITSELF IS DEFINED BY CONSUMERS PERCEPTIONS AND EXPECTATIONS SPEAKS LOUDLY ABOUT WHAT AN AGENCY STANDS FOR

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Brand positioning

Brand Positioning  

The position of a brand is the perception it brings about in the mind of a target customers. This perception reflects the essence of the brand in terms of its functional and non functional benefits in the judgement of that customers.

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Brand positioning

POSITIONING. . .TOOTHPASTE EXAMPLE
Dental Care

Toothpaste

Floss

Tooth Brush

Mouth Wash

Professional Assistance (Dentist)

Fight Cavities

Fresh Taste

Whitens Teeth

Fresh Breath

Key Product Attributes

Brand positioning

Brand Choices Crest Rembrandt Aim AquaFresh Close Up Listerine Mentadent Colgate

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The

Public¶s

Perception
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Brand positioning

The Concept of Customer-Based Brand Equity 

Customer-based brand equity
Differential effect Customer brand knowledge Customer response to brand marketing

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Brand positioning

Customer-Based Brand Equity Model

ConsumerBrand Resonance

INTENSE, ACTIVE LOYALTY

Consumer Judgments

Consumer Feelings

RATIONAL & EMOTIONAL REACTIONS

Brand Performance

Brand Imagery

POINTS-OFPARITY & POINTS-OFDIFFERENCE

Brand Salience
Brand positioning

DEEP, BROAD BRAND AWARENESS

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Salience Dimensions 

Depth of brand awareness
Ease of recognition & recall Strength & clarity of category membership 

Breadth of brand awareness
Purchase consideration Consumption consideration

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Brand positioning

Performance Dimensions 
   

Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price

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Brand positioning

Imagery Dimensions 

User profiles
Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity 

Purchase & usage situations
Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage 



Personality & values
Sincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiences
Nostalgia Memories

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Brand positioning

Judgment Dimensions 

Brand quality
Value Satisfaction 

Brand credibility
Expertise Trustworthiness Likability 



Brand consideration
Relevance

Brand superiority
Differentiation

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Brand positioning

Feelings Dimensions 
    

Warmth Fun Excitement Security Social approval Self-respect

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Brand positioning

Resonance Dimensions 


Behavioral loyalty
Frequency and amount of repeat purchases

Attitudinal attachment
Love brand (favorite possessions; a little pleasure ) Proud of brand 

Sense of community
Kinship Affiliation 

Active engagement
Seek information Join club Visit web site, chat rooms

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Brand positioning

Components of Positioning
Product class or the structure of the market in which our brand will compete.  Consumer segmentation.  Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping.  The benefits offer by the brands 

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Brand positioning

Product class
Defined as the set of the product and the brands which are perceived as substitutes to satisfy some specific consumer needs.  What is the structure of the market or the set of the substitutes amongst which our brand is to be positioned? Examples : Detergent brands Maggi 

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Brand positioning

Components of Positioning
Product class or the structure of the market in which our brand will compete.  Consumer segmentation.  Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping.  The benefits offer by the brands 

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Brand positioning

CONSUMER SEGMENTATION 

What is the profile of the consumer to whom our brand will serve and what are our needs?  Brand positioning and market segmentation appears to be the hallmarks of the today's marketing research.

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Brand positioning

Components of positioning
Product class or the structure of the market in which our brand will compete.  Consumer segmentation.  Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping.  The benefits offer by the brands 

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Brand positioning

Per ept 

l

ppi

A techniques that identify the underlying dimensions that differentiate consumer perceptions of the product and the positions of existing products on the dimensions.  Techniques of Perceptual mapping:-

Factor Analysis  MDS (Multidimensional scaling)  Cluster Analysis  Conjoint Analysis  Image profile Analysis 

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Brand positioning

Components of positioning
Product class or the structure of the market in which our brand will compete.  Consumer segmentation.  Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping.  The benefits offer by the brands. 

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Brand positioning

Brand Attributes and Benefits 

A consumer can allot a position in her mind only to a brand whose benefit to her .she compares and places brands in relations to these benefits.

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Brand positioning

Positioning with NonFunctional values 
 

Brands are symbols Strong bonding and emotions Self concepts and preferred brands -Buy products consistent with self-image
- Avoid products inconsistent with self-image - Trade up to products that enhance the self-image 

Brand personality
Brand positioning

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Strategies in Brand Positioning 
  

Who am I ? What am I ? For whom am I ? Why me ?

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Brand positioning

Who am I ? 

Positioning by corporate identity. 

Positioning by endorsement.

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Brand positioning

What am i? 
  

Category- related positioning Benefit -related positioning Positioning by usage occasions and time. Price- quality positioning

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Brand positioning

For whom I am? 
 

Demographic : Behavioral: Benefits and satisfactions desired: Psychographic: 

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Brand positioning

Why me? 

Positioning by Unique Attribute 

Positioning by Competitors

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Brand positioning

Issues in Implementing Brand Positioning 
  

Establishing Category Membership Identifying & Choosing POP s & POD s Communicating & Establishing POP s & POD s Sustaining & Evolving POD s & POP s

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Brand positioning

Establishing Category Membership 
 

Competitive sets change over time e.g., beer & wine vs hard liquor. Short term vs long term perspective video stores vs downloads, VOIP vs long distance Product proliferation intra brand competition

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Brand positioning

Identifying & Choosing POP s & POD s 

Desirability criteria (consumer perspective)
Personally relevant Distinctive & superior Believable & credible 

Deliverability criteria (firm perspective)
Feasible Profitable Pre-emptive, defensible & difficult to attack

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Brand positioning

Communicating & Establishing POP s & POD s 

Create POP s and POD s in the face of attribute & benefit trade-offs
Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement

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Brand positioning

Sustaining & Evolving POP s & POD s 

Core Brand Values & Core Brand Proposition

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Brand positioning

Core Brand Values 

Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand. Relate to points-of-parity and points-ofdifference
Mental Map Core Brand Values Brand Mantra  

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Brand positioning

Brand Mantras 

A brand mantra is an articulation of the heart and soul of the brand.
Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values. 



Nike
Authentic Athletic Performance

Disney
Fun Family Entertainment
Brand positioning

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Creating a compelling positioning is essential 

If you can¶t create a clear positioning, you have a problem Some common mistakes
± ± ± ± 

Too many benefits Confusing attributes and benefits A vague frame of reference Confusing a positioning with a slogan
Brand positioning

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Major Challenges in Positioning 

Find compelling & impactful points-ofdifference
How do people become aware of their need for your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for?

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Brand positioning

Major Challenges in Positioning 

Find compelling & impactful points-ofdifference (cont.)
How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no longer used?

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Brand positioning

Brand positioning

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