MAHARSHI DAYANAND

COLLEGE
2010-2011
PRESENTED BY
• SIDDESHWAR SAWANT 33
• SONAL SAWANT 34
 A concept so simple,
people have difficulty understanding
how powerful it is!
 BRAND POSITIONING
• “Brand positioning is the part of the brand
identity and value proposition that is to be
actively communicated to the target
audience and that demonstrates an
advantage over competing brands.”
 Examples
• Colgate is Protection

• Lux is Glamour

• Pond’s DFT is Confidence

• Axe is Sexual Attraction

• Gillette is Quality
 Four Components of Brand Positioning

Subset
SubsetofofIdentity/
Identity/
Value
ValueProposition
Proposition

Actively
Actively Brand
BrandPosition
Position Target
TargetAudience
Audience
Communicate
Communicate

Create
CreateAdvantage
Advantage
 Subset of Identity/Value
Proposition
• The Subset of Identity/Value Proposition do
not have to be concise statements of what is to
be communicated.

• Core Identity

• Points of Leverage

• Key Benefits
 Core Identity
• It represents the central,
timeless, essence of the
brand.

• The brand position often

should include the core
identity just so
communication element
do not stray from the
brand’s essence.
 Points of Leverage
• A brand position can
be based on a point of
leverage that is not
necessarily in the core
identity.

• The Ronald McDonald

character.
 Key Benefits
• The benefits that
drive relationship
can be another
prime candidate for
a brand position.
 Target Audience
• In positioning and, a target audience, or target
group is the primary group of people that, usually
an advertising campaign, is aimed at appealing to.
• It is essential to become familiar with your target
audience, their habits, behaviors, likes, and
dislikes.
 Active Communication
• The brand positioning implies that there
will be specific communication objectives
focused on changing or strengthening the
brand image or brand customer relationship
 Create advantage
The position should provide point of
superiority that is the part of value
proposition.
It represents something different from what
competitors provide.
 Brand Identity and Positioning

Provides
ProvidesExtension
Extension Improves
Improves
Options
Options Brand
BrandMemorability
Memorability

Brand
BrandIdentity
Identityand
and
Positioning
Positioning

Provides
Providesa aValue
ValueProposition
Proposition Provides
ProvidesMeaning
Meaningandand
Credibility
CredibilitytotoOther
OtherBrands,
Brands, Focus
Focustotothe
the
&&Basis
BasisofofRelationship
Relationship Organization
Organization
 Provides Extensive Options
• The brand identity with link associations
can generate extension options.
 Improves Brand Memorability

• The strong, coherent

brand identity and
position will be easier
to remember.
• Consumer remember
a product when it has
strong symbol.
 Provides Meaning and Focus to the
organization
• When a brand identity and position is clear
it helps all employees.
• If you have a service quality identity,
employees will realize that service is a
priority inside the organization and
expected by those outside.
 Provides a competitive Advantage
• A brand identity and position can provide a
competitive advantage.
• If ur brand is well positioned in market it
gets the richness of brand identity so it can
set a brand apart from competitors and
make it difficult to copy.
 Conclusion

The basic approach is not to

create something new or
different, but manipulate
what’s already in the mind of
consumer.
Thank You