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Brand Positioning Brand Positioning

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Brand Positioning Brand Positioning
Brand Positioning Brand Positioning (as defined by Kotler) is " (as defined by Kotler) is "
an act of designing the company's offer and an act of designing the company's offer and
image so that it occupies a distinct and image so that it occupies a distinct and
valued in the target customer's mind. valued in the target customer's mind.
inding a proper 'location' in the minds of a inding a proper 'location' in the minds of a
group of consumers or market segment so group of consumers or market segment so
that they think about a product or service in that they think about a product or service in
the 'right' or desired way. the 'right' or desired way.

stablishing brand Positioning stablishing brand Positioning
%arget market %arget market
Points of parity and Points of Difference Points of parity and Points of Difference

%arget market %arget market
market market is the set of all actual and is the set of all actual and
potential buyers who have sufficient potential buyers who have sufficient
interests in, income for, and access to a interests in, income for, and access to a
product. product.
market segmentation market segmentation a distinct group a distinct group
of homogeneous consumers who have of homogeneous consumers who have
similar needs and behavior and thus similar needs and behavior and thus
require similar marketing mixes. require similar marketing mixes.

Points of Parity {POP_ and Points of Parity {POP_ and
Points of differences {POD_ Points of differences {POD_
Point of Parity Point of Parity a particular dimension or a particular dimension or
attribute or a brand which a group of attribute or a brand which a group of
consumers believe that is 'good enough' or consumers believe that is 'good enough' or
meet their basic expectations. meet their basic expectations.
Point of Difference Point of Difference particular attribute or particular attribute or
dimension of a brand which a group of dimension of a brand which a group of
consumers likes and perceives as the consumers likes and perceives as the
uniqueness of the brand. uniqueness of the brand.

Point of Differences Point of Differences
ther names: ther names:
ompetitive Points of Parity ompetitive Points of Parity
Unique Selling Point Unique Selling Point

Positioning Guidelines Positioning Guidelines
1. 1. Defining and communicating the Defining and communicating the
competitive frame of reference competitive frame of reference
2. 2. hoosing points of parity and points of hoosing points of parity and points of
differences. differences.
. . Establishing points of parity and Establishing points of parity and
points of differences. points of differences.
. . Updating positioning over time Updating positioning over time
Positioning concepts Positioning concepts

unctional positions
Solve problems
Provide benefits to customers
Get favorable perception by
Symbolic positions
Self-image enhancement
Ego identification
Belongingness and social meaningfulness
ffective fulfillment
Experiential positions
Provide sensory stimulation
Provide cognitive stimulation
connected with
mental processes
of understanding:
Brand extension is using the Brand extension is using the
leverage of a well known brand name leverage of a well known brand name
in one category to launch a new in one category to launch a new
product in a different category." product in a different category."

Brand Extension
omponents of B Definition omponents of B Definition
t is a new product. t is a new product.
t shouId use a weII known brand. t shouId use a weII known brand.
The brand shouId have Ieverage with The brand shouId have Ieverage with
customers of the new category. customers of the new category.
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Brand Pyramid Brand Pyramid
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Celebrity Endorsement of a brand Celebrity Endorsement of a brand
(a) (a)draw attention to the endorsed draw attention to the endorsed
products/services products/services
(b) transfer image values to these (b) transfer image values to these
products/services by virtue of their products/services by virtue of their
celebrity profile and engaging attributes. celebrity profile and engaging attributes.
ttribute Matching ttribute Matching
elebrity Power elebrity Power
hoice of Media Vehicle hoice of Media Vehicle
Brand Risks posed by elebrities Brand Risks posed by elebrities
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that you use and
like a particular
product so that
other people will
want to buy it
good quality
#ole of e #ole of e- -communities communities
in Brand Management in Brand Management
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