5.

bRAND
Positioning
1
 BM 5 : Learning Objectives

• The modern concept of bRAND positioning

• The role of positioning for bRAND

custodians

• The different bRAND positioning models

2
bRAND Positioning is

1. The sum total of

everything that
differentiates one bRAND
from others

2. the Point Of Difference

3
bRAND Positioning is

• Not What You Do To A

Product

• Positioning Is:
• What You Do To The Mind Of
The Consumer
4
bRAND Positioning is

D KK imagh a eera

5
bRAND Positioning is

A well positioned bRAND Is:

That which is considered as

“BEST”in some way by the consumer

6
bRAND Positioning is

Positioning may not be permanent.

Many a times bRANDS need to be

Re-
positioined 7
bRAND Positioning is

A New Product / bRAND

always keeps in view the
Intended Positioning,
the
“Point Of Difference”
in order to succeed
8
bRAND Positioning Usages

1. Set objectives for the bRAND

What will the bRAND do and what
will it not do.

2. Prepare a bRAND Vision

What will be the bRAND plan for 5-7
years

3. Capture the real image of the bRAND

as it exists in the mind of the consumer
9
…..bRAND Positioning Usages

4. For new bRAND launches

5. To manage bRAND extensions

and is required for all levels i.e.

a) Umbrella bRAND
b) Sub bRANDs
c) Single-product bRAND

10
 bRAND Positioning is used by

bRAND Managers:
6. As a reference guide for internal use

7. As a Platform For All Creative Development

8. As a Document For Briefing Outside Agencies

9. To start Activation Programs

10.For deciding The Dos And Don’ts For The bRAND

11
bRAND Positioning is used by
Marketing Managers:
11. To Understand the competition

a) To benchmark against competitors’ bRANDS

b) To analyze potential competitors extensions

c) To anticipate competitors launches & re-

launches 12
 bRAND Positioning is used by

Marketing Directors:
12. To manage a category and/or portfolio
Consolidation of BPs of all bRANDS in a category can be a
useful tool to develop a strong portfolio strategy
It will provide answers to Qs e.g.

a) Are the bRANDs well differentiated ?

b) Are consumer needs / insights being met ?
c) Are there any gaps ?
d) Are there any overlaps ?
e) Can the Portfolio’s Performance Be Fine-tuned By
reducing and/or Increasing the number of bRANDS ?
13
bRAND Positioning / Identity MODELS
bRAND Managers use different models to specify their Platforms.

1. bRAND Positioning Statement (USP)

2. The Footprint (J&J)
3. Bulls eye
4. Key (MARS)
5. bRAND Pyramid
6. bRAND Fingerprint ( Vyse 1999)
7. bRAND key (Unilever)
8. Positioning Ladder (Macdonalds)
14
 MODELS
bRAND Positioning / Identity
Mcdonald’s Positioning Ladder
Personality
Values
Rewards
Functions
Features
15
bRAND Positioning models bRAND Fingerprint - K. Vyse 1999

1. Target – description of the target market

2. Insight – a statement summarizing consumer needs when buying a bRAND
3. Competition – from the consumers perspective
4. Benefits – functional and emotional benefits that motivate a purchase
5. Proposition – the compelling reason why consumer would buy a bRAND
6. Values – what the bRAND stands for and believes
7. Reason to believe – proof the organization offers to substantiate the positioning
8. Essence – distillation of the bRANDS genetic code into a clear thought
9. Properties – the tangible things that any tactile sensation would evoke recall of a
16
bRAND
bRAND Positioning / Identity MODELS
• The “bRAND Positioning” BP is
different from all other models

• BP Takes into account

• The external factors
• The consumers viewpoint

• BP Is The Reality Check…

How The bRAND Is actually perceived in the hearts
and minds of it’s users
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bRAND Positioning / Identity MODELS

bRAND Positioning
Uses the bRANDs language to
capture precisely the

Strategic Intent
of the bRAND
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bRAND Positioning has 9 Elements
1. Competitive Environment External
2. Target
3. Insight Factors

4. Benefits
5. Values & Personality
6. Reasons To Believe Consumers
7. Discriminator Viewpoint
8. The Essence
9. Root Strengths 19
The sub-conscious process through
which a consumer decides,

which is the best bRAND,

is comprised of these

9 elements or
decision points.
20
 Each of these
9 elements have a
Specific
Definition
that needs to be
remembered 21
BP 1. ROOT STRENGTH

Def: What made the Brand

Famous in the
First place

22
BP 1. ROOT STRENGTH
The root strength may be the:
• Original Product,
• Values and/or
• Benefits
that made the bRAND great, and
the base on which the bRAND
grows

23
BP 1. ROOT STRENGTH

The root strength may be the:

bRANDS historic strengths or Origin

Most bRANDS have their origins in

• Clear, &
• Easy-to-communicate
products and benefits
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 A bRAND’S Root Strength may be a

1. Product format

2. Highly distinctive bRAND property

3. Specifically focused discriminator

4. Strong core value : virgin’s challenging

Or A Combination Of These 25
BP 1. ROOT STRENGTH

A bRANDs historic strength and origin

will influence both what the bRAND

• Can do credibly &

• How it should do it.

If a proposed extension is inconsistent with a

bRAND’s Root Strengths, it is unlikely to succeed

26
BP 1. ROOT STRENGTH
• Service quality & innovation

• Fun and entertainment

• Value for money

• Sense of competitive
challenge

• Sir Richard Branson

27
BP … 1. ROOT STRENGTHS
Snuggle fabric softener
• Snuggle bear love
• Snuggle bear softness
• Magic
• Fun / playful

28
BP … 2. Competitive Environment

Def: The market and

alternative choices
as seen by the
consumer
29
BP … 2. Competitive Environment
The competitive environment describes

Who will ‘lose’ ,

when we ‘win’
It is not a simple description of
target markets & segments

30
BP … 2. Competitive Environment

The Competitive Environment:

• Reflects emerging threats and opportunities

• Should be broad enough to provide the bRAND with

space to grow.

• These are real bRAND competitors e.g.

If an ice cream bRAND is a favorite with teenagers, it
may be competing indirectly with
•phone-cards, or
•other “pocket money” items
31
BP … 2. Competitive Environment

Becel pro.activ’s
Competitive Environment

All cholesterol lowering food, drinks

and supplements

32
BP … 2. Competitive Environment
Rexona’s
Competitive Environment

Products which offer

Accessible and functional
solutions to body
odor and
wetness.

33
BP … 2. Competitive Environment
Sunsilk’s
Competitive Environment

The ‘everything you do to your

hair’ market.

A unique intermediate price

segment between premium
and low price bRANDs.

34
BP … 2. Competitive Environment

KNORR’s
Competitive Environment

Any culinary product

or service which
our target consumers
might use when
they want
something to eat. 35
BP … 3. The Target

Def: The person and the

situation for which
the bRAND is always
the best choice

36
BP … 3. The Target

Who is the target customer is

Defined in Terms of their
• Attitudes
• Values
• As well as of socio-demographics.

37
BP … 3. The Target
• Target describes the chooser of the
bRAND

• This is the person for whom The bRAND is

the first choice, or wants to be the first
choice.

• Sometimes the target will be the situation

in which the bRAND will be the first
choice.
38
BP … 3. The Target

Becel pro.activ’s
Target
People who don’t take their health for
granted,

and who should think about the health

of their hearts.
39
BP … 3. The Target

THOSE WHO UNDERSTAND

THE IMPORTANCE OF
PREPARING AND ENJOYING
GOOD FOOD, AND UNDERSTAND
ITS POWER TO ENHANCE
EVERYDAY LIFE.
WHETHER OLD OR YOUNG, THESE PEOPLE SEE
HOW THEY CAN (WITHOUT TOO MUCH EFFORT) BRING
SOMETHING SPECIAL TO EVERY MEAL
40
BP … 3. The Target
Magnum’s
Target
Ultimate pleasure seekers
(adult).

41
BP … 4. Insight
Def: The element of all you
know about the target
consumer and their needs

on which the bRAND is

founded
42
BP … 4. Insight

Insight answers the question .

What Is The Consumer

Opportunity?
43
News !

Unilever new customer insight

panel
• Inviting consumers to help shape the future direction of its
bRANDs, marketing and products .

• Consumers would be expected to take part in at least one

activity, such as a survey, per month as part of the panel.

• The panel will be run by unilever in partnership with research

firm Join The Dots.
44
BP … 4. Insight
• ‘Insight’ is to see deep inside the
customer

• ‘Insight’ is the penetrating

understanding that hooks the bRAND
into our consumer’s needs and wants.
The challenge is to push harder on consumer
understanding to find a true and competitive insight and not settle
for mere observation, obvious truths, or facts that anyone can
see!
45
BP … 4. Insight

• True insights go deeper into the

subconscious and often have an
interpretive twist

• ‘Insight’ helps connect the bRAND

to the consumer need or wish in a
fresh and distinctive way.

46
BP … 4. Insight
• Insight is the sum total of what we know
from seeing inside a consumer.

• Insight is the one single aspect of the consumer

that can be used to gain competitive advantage

• For insight to be competitive it has to be

unique

• Insight must relate to needs that are

important and enduring , not temporary 47
BP … 4. Insight
• Insights are hard work

• ‘Insights’ come from direct consumer

contacts

• Insights may come from exploring

• How consumer thinks the products
work
• How it feels like when a product
exceeds their expectations 48
BP … 4. Insight

• A bRAND Manager Often Gets

more than one Insight

• The one they want to use

should be the source of
greatest Competitive
Advantage
49
BP … 4. Insight

LUX
When i look and feel
beautiful and special, it
seems that my realtionship
with the world gets easier.
The world and its
possibilities open up to me

50
BP … 4. Insight

Often the Difference Between

A Good bRAND Manager &
A Successful bRAND Manager
Is Their Ability
To Obtain
Consumer Insights
51
BP … 4. Insight
Sunsilk’s
Insight

“I’m fed up with that plastic,

‘perfect’ beauty.

I just want my hair to look

really good because that makes
me feel happier.”
52
 BP … 4. Insight
Coke’s Insight

'The most special moments in life are the moments

that we share with others‘
• The "Share a Coke" campaign shows the power of tapping
HUMAN INSIGHT rather than focusing on functional 'People like
orange-flavoured beverages' or 'People prefer this amount of
sweetness’

•  "Share a Coke” replaces the brand's name on its packaging with

popular first names from each country

53
BP … 4. Insight

The search for

Consumer insights
Is a never ending process
In the life of a
successful bRAND manager

54
BP … 5. Benefits

Def:
The Differentiating benefits
that motivate purchase.
They could be
• Functional,
• Emotional
• Sensory
55
BP … 5. Benefits

• What’s in the bRAND for the

consumers

• Benefits are a solution to consumers

problems
• Benefits are a way to improve some
aspect of consumers life
56
BP … 5. Benefits

The bRAND Managers need to make

sure that the
a) Functional &
b) Emotional
benefits fit together.
e.g. a washing powder that is so
powerful it can remove every stain in the
world….
is unlikely to be one we can trust for its
gentleness to our skin
57
BP … 5. Benefits

Becel pro.activ
Benefits

Dramatically lowers LDL (bad)

cholesterol.

“Freedom from my health worries,

so I can focus on enjoying life!”

58
 BP … 5. Benefits
Dove Benefits

Dove will make skin noticeably softer and

smoother.

Dove gives women an uplifting little feeling

about their own beauty.

59
BP … 5. Benefits

They are a solution to customers problems

Simply delicious
a touch of magic to everyday
meal moments

60
BP … 5. Benefits

They are a solution to customers problems

Seduction –
‘When I use Axe I feel
and appear more
attractive both to
myself and
those
around me”. 61
BP … 5. Benefits
They are a solution to customers problems

Functionally: “Wave goodbye to my hair dramas,

whatever they were”,
Emotionally: “Make me feel happy and good
about myself”.

62
B P … 6. Values, Beliefs & Personality

Definition:
Who are we,
truly,
at our core?
63
B P … 6. Values, Beliefs & Personality

Values : describe what the bRAND

stands for what the bRAND
believes in

Personality: is how the bRAND behaves

Personality: is the bRANDS style of

communication with the
audience 64
B P … 6. Values, Beliefs & Personality

Asking Consumers To Project The Values

and Personality Helps In Defining Them

e.g. IF bRAND WERE A PERSON

1. What Kind Of A Person Would It Be(personality)
2. What Would It Believe In ( Values)
3. What Are The Values It Lives By?
4. How Does It Behave ?

Pictures Can Also Be Used To Describe Values & Personality

65
BP … 6. Values, Beliefs & Personality

Axe
Masculine.
Original.
Cool.
Fun.
Sexy.
66
BP … 6. Values, Beliefs & Personality

Lux
• Celebrates the
pleasure in
being a woman.
• Alluringly feminine.
• Vivacious.
• Gorgeous.
• Charismatic. 67
BP … 6. Values, Beliefs & Personality

Personality Congruence
Brand personality is an important source of
differentiation for companies

A 2014 research on Barilla Pasta in Italy suggests a

link between human personality traits and the
personalities of brands

Congruency theory
68
BP … 7. Reasons to Believe

Def: It is the evidence how the

bRAND is better than the
alternatives

The proof that we offer to

substantiate the benefits /
bRAND experience
69
BP … 7. Reasons to Believe
Reasons to Believe is
• Why should the consumers believe us?

• A justification for the consumer to buy

the bRAND

• Having a fabulous benefit, for instance,

will be of no use to the bRAND if
consumers do not believe it.
70
BP … 7. Reasons to Believe

The Reason to Believe can be

functional and/or emotional. It may be:
• Based on trust
• The testimonial of an expert
• The bRAND’s unique authority for a particular

product based on its heritage (eg. Kellogg’s)

71
BP … 7. Reasons to Believe

TASTE & RECIPE EXPERTISE

KNORR ALWAYS GOES THAT EXTRA MILE

72
BP … 7. Reasons to Believe

• Worn by world’s high achievers

• Crafted form a single piece of metal
73
BP … 8. Discriminator

Def: The single most compelling

and competitive reason for
the target consumer to
choose the bRAND

74
 BP … 8. Discriminator

Why choose
The
bRAND?
• The most important element of positioning
• The most difficult to arrive at
75
BP … 8. Discriminator

The discriminator is:

• the bRAND’s Competitive Edge.

• The single most compelling reason for the consumer

to choose the bRAND.

• The Point Of Difference for the bRAND that will make

the consumer want to buy it.

• What makes the product not only different, but also

more appealing than its competitors
76
BP … 8. Discriminator
• Finalizing the discriminator is bRAND
Managers’ Judgement. It Can Be The
a) Reason To Believe
b) Benefit

• It will not come directly from research or

from the mouths of consumers.

77
BP … 8. Discriminator
The Discriminator has to be expressed in
consumer's words
It has to be
Unique
And
Differentiated
It is decided
By the
Marketer It must relate
To consumer It has to be
Insights Consistent with
Other elements
Of the
78
Positioning
BP … 8. Discriminator

Dove
(Only) Dove won’t dry my skin like soap
can because it contains one quarter
moisturizing cream

79
BP … 8. Discriminator

Becel
Expert for healthy heart and arteries

80
BP … 8. Discriminator

LUX

Only Lux
connects me
With my
Star quality
81
BP … 9. ESSENCE

Def: The distillation of the

bRAND into a core
idea or promise.
The core identity

82
BP … 9. ESSENCE

What is the bRAND Idea

and
rallying cry?

83
BP … 9. ESSENCE

The Essence is:

• Should be easy to recognize in:

1) each & every activity of the bRAND

2) each extension of the bRAND

• The benchmark to tell what is right and

authentic for the bRAND and what is not.

84
BP … 9. ESSENCE

ENERGY Magic

DISPOSABLE
Challenger 85
BP … 9. ESSENCE

softness
Enriching Natural
Peoples lives Vitality

Gives Guys The Edge

In The Mating Game

Winning, Beauty Without Artifice.

Getting the best (Beauty Without
out of people Stereotypes, Without
Overpromises. Beauty
From Lasting, Thoughtful
Care.)
Won’t Let You Down 86
BP … 9. ESSENCE

The keys to success :

- Understand the essence of your bRAND

- Deliver it consistently across existing

products and services

- Ensure new products and services live

up to your bRAND essence
87
 bRAND
Positionings are
captured through market
research
88
 bRAND Positioning’s future ?

10. bRAND Speak

•Alastair Herbert and Dr Ali Goode of
Linguabrand say that 54% bRANDS were
saying the same as competitors, rather than
in trying to say something unique.

• bRANDS can and must 'own' the words they

put in the minds of their consumers
89
 10. bRAND Speak
• An extreme example of a bRAND that has failed
to find its own voice is Reebok.

• Who's going to pay a premium for something

you can get everywhere.

•  bRANDS have little literal meaning but are just

symbols standing for something else.

• "Understanding that 'SOMETHING ELSE’……

"is at the heart of good bRANDING." 90
91
bRAND bRAND
bRAND identity Positioning
platform
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