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    Brand positioning involves designing a company's offer and image to occupy a distinct, valued position in customers' minds. It involves finding the right location for a product in a target market segment's mind. Key aspects of positioning include identifying the target market, and establishing points of parity (attributes customers expect) and points of difference (unique attributes). Positioning guidelines include defining the competitive frame of reference, choosing relevant parity and difference points, establishing them, and updating positioning over time. Positioning strategies can focus on corporate identity, brand endorsements, product categories, benefits, demographics or psychographics. An example is provided of Honda updating its Accord model.

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    Brand positioning involves designing a company's offer and image to occupy a distinct, valued position in customers' minds. It involves finding the right location for a product in a target market segment's mind. Key aspects of positioning include identifying the target market, and establishing points of parity (attributes customers expect) and points of difference (unique attributes). Positioning guidelines include defining the competitive frame of reference, choosing relevant parity and difference points, establishing them, and updating positioning over time. Positioning strategies can focus on corporate identity, brand endorsements, product categories, benefits, demographics or psychographics. An example is provided of Honda updating its Accord model.

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    333 views14 pages

    Brand Positioning

    Uploaded by

    pankajroy
    Brand positioning involves designing a company's offer and image to occupy a distinct, valued position in customers' minds. It involves finding the right location for a product in a target market segment's mind. Key aspects of positioning include identifying the target market, and establishing points of parity (attributes customers expect) and points of difference (unique attributes). Positioning guidelines include defining the competitive frame of reference, choosing relevant parity and difference points, establishing them, and updating positioning over time. Positioning strategies can focus on corporate identity, brand endorsements, product categories, benefits, demographics or psychographics. An example is provided of Honda updating its Accord model.

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    of 14

    BRAND

    POSITIONING
    BY-PANKAJ KUMAR ROY
    PGDM-II nd yr
    enrolment-9074
    Brand Positioning

    Brand Positioning is “ an act of designing the


    company’s offer and image so that it occupies a
    distinct and valued in the target customer’s
    mind”.

     Finding a proper ‘location’ in the minds of a


    group of consumers or market segment so that
    they think about a product or service in the ‘right’
    or desired way.

    2
    Establishing brand Positioning
    • Target market
    • Points of parity and Points of Difference

    3
    Target market
    • A market is the set of all actual and potential
    buyers who have sufficient interests in,
    income for, and access to a product.
    • A market segmentation – a distinct group of
    homogeneous consumers who have similar
    needs and behavior and thus require similar
    marketing mixes

    4
    Points of Parity (POP) and
    Points of differences (POD)
    Point of Parity  a particular dimension or attribute or
    a brand which a group of consumers believe that is
    ‘good enough’ or meet their basic expectations.

    Point of Difference  A particular attribute or


    dimension of a brand which a group of consumers
    likes and perceives as the uniqueness of the brand.

    5
    Positioning Guidelines

    1. Defining and communicating the


    competitive frame of reference
    2. Choosing points of parity and points of
    differences.
    3. Establishing points of parity and points of
    differences.
    4. Updating positioning over time

    6
    Positioning strategy
    1- by corporate identitiy.
    ex-TATA
    2- by brand endorsement.
    ex-maggi
    3- by category positioning.
    ex-saffola
    4-by benefit.
    ex-all out.
    5- by usage & time.
    ex-kitkat
    6- by price and quality.
    ex-BMW
    7- by demographic group.
    ex-zhandu keshri
    8- by psychographic group.
    ex-pepsi
    9- by unique attribute.
    ex-No marks,No more tears
    An example
    Honda Accord Updates

    • September 15, 2010 - Honda Siel Cars India has made


    the festival season even more festive by launching
    special edition of all its cars including Honda Accord.
    According to the company, the Honda Accord has
    been equipped with special edition badge, trunk
    spoiler, side step illumination and bluetooth interface.
    Not only this, the company has planned to give
    exciting offers to customers during the Great Honda
    Fest that will end on November 5, 2010.
    New Honda Accord, the 8th generation of
    Honda Accord is redesigned with a more bold,
    dynamic and charismatic looks to capture
    heart and soul of the car lovers. This Sedan
    segment car has added more style, more
    comfort and more sophistication with it. 
    THANK YOU

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