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Published by: Anuj on Aug 21, 2008
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04/07/2010

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Brand positioning Strategies and its impact on B2B business

Presented By: Anuj Palli

POSITIONING

THE POSITION OF THE BRAND IS THE PERCEPTION IT BRINGS ABOUT IN THE MIND OF A TARGET CONSUMER. ESSENCE OF THE BRAND AS PERCIEVED BY THE CONSUMER, IN A MULTI-BRAND MARKET.

FOUR STRATEGY QUESTIONS
    Who am I? What am I? For whom am I? Why me?

Who am I?
Positioning by corporate identity Positioning by brand endorsements

What am I?
Category - related positioning Benefit - related positioning Positioning by usage occasion and time Price – Quality positioning

For whom am I?
Demographics : Age, occupation, education and sometimes geographic locations. Behavioral : For instance in terms of usage volume : heavy, medium, light Benefits or satisfaction desired : segmentation by benefits sought Psychographic : Personality, lifestyle, social class

Why me?
Positioning by unique attribute Positioning by competitor

B2B Branding
Business to business branding is for when you offer services or products to other businesses. The branding part comes in with the same role as it does in regular product or business branding. The idea is for you to get other businesses to think of yourcompany first, before they turn to anyone else

B2B Brand Positioning
Business-to-Business firms use tools and processes to distill the brand to its essential values Articulate a memorable and compelling brand promise to external and internal audiences

Focus Areas
Five key areas of business-to business branding. Brand architecture-how bestpractice organizations balance and manage corporate, divisional, and product brands and leverage brand equities across the organization

Cobranding-how business-to-business organizations build brand value through initiatives such as ingredient branding, licensing, composite branding, and sponsorships

Development of the brand-value proposition or brand promise-how business-to-business firms use tools and processes to distill the brand to its essential values and articulate a memorable and compelling brand promise to external and internal audiences

Integrated brand communicationhow leading practitioners plan, budget, and execute brand communication programs across the full spectrum of communication venues to customers, prospects, employees,investors, and other relevant stakeholders

Measuring success-how organizations monitor brand equity and determine the return on investment of their branding activities

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