CREATING AND

ESTABLISHING

Submitted to: Dr. Yashmin Sofat

Submitted by: Shaina
Arora,7309
WHAT IS BRAND??????
 A NAME

SIGN OR SYMBOL

DESIGN

COMBINATION OF ALL

.
Al Ries and Jack Trout came up with Positioning in 1972.
3 C’S OF POSITIONING
STRATEGIES OF BRAND POSITIONING

THERE ARE SEVEN APPROACHES

TO POSITIONING   STRATEGIES:
 POSITIONING STRATEGIES Positioning
strategy
Using Product characteristics
Pricing as a positioning
or Customer Benefits as a
positioning strategy strategy based on
Use or
Application
Positioning strategy Positioning strategy Positioning strategy Positioning strategy
based on Product based on Product based on Cultural based on
influencer Class  Symbols  Competitors
USING PRODUCT CHARACTERISTICS OR
CUSTOMER BENEFITS AS A
POSITIONING STRATEGY

Hero Cycles Ltd. positions

first, emphasizing
durability and style for its
cycle.
PRICING AS A POSITIONING STRATEGY

Quality Approach or
Positioning by Price-
Quality
POSITIONING STRATEGY BASED ON USE OR
APPLICATION
 If you are introducing new
uses of the product that will
automatically expand the
brand’s market.
POSITIONING STRATEGY BASED ON PRODUCT
INFLUENCER 

 In this case the

expectation is that the
model or personality will
influence the product’s
image by reflecting the
characteristics and
image of the model or
personality
communicated as a
product user.
POSITIONING STRATEGY BASED ON
PRODUCT CLASS 
POSITIONING STRATEGY BASED ON
CULTURAL SYMBOLS 
POSITIONING STRATEGY BASED ON
COMPETITORS