Brand Positioning

Presented by
Amit shukla
Roll no 40 MBA 05

Vinay sharma
Roll no 34 MBA 05
1 Brand positioning
 DEFINITION OF A BRAND
A BRAND . . .

– IS A PROMISE TO CONSUMERS

– IS HOW AN AGENCY DEFINES AND DIFFERENTIATES

ITSELF

– IS DEFINED BY CONSUMERS PERCEPTIONS AND

EXPECTATIONS

– SPEAKS LOUDLY ABOUT WHAT AN AGENCY STANDS

FOR

2 Brand positioning
 Brand Positioning

 The position of a brand is the perception it

brings about in the mind of a target
customers.
 This perception reflects the essence of the
brand in terms of its functional and non
functional benefits in the judgement of that
customers.

3 Brand positioning
 POSITIONING. .
.TOOTHPASTE EXAMPLE
Dental Care

Toothpaste Floss Tooth Mouth Professional

Brush Wash Assistance
(Dentist)

Fight Fresh Whitens Fresh Key Product Attributes

Cavities Taste Teeth Breath

Brand Choices
Crest Rembrandt
Aim AquaFresh
Close Up Listerine
Brand positioning Mentadent Colgate 4
 The

Public’s

Perception

5 Brand positioning
 The Concept of
Customer-Based Brand Equity

 Customer-based brand equity

– Differential effect
– Customer brand knowledge
– Customer response to brand marketing

6 Brand positioning
Customer-Based Brand Equity Model

Consumer- INTENSE,
INTENSE,ACTIVE
ACTIVE
LOYALTY
LOYALTY
Brand
Resonance

RATIONAL
RATIONAL&&
Consumer Consumer EMOTIONAL
EMOTIONAL
Judgments Feelings REACTIONS
REACTIONS

POINTS-OF-
POINTS-OF-
PARITY
PARITY&&
Brand Brand POINTS-OF-
POINTS-OF-
Performance Imagery DIFFERENCE
DIFFERENCE

DEEP,
DEEP,BROAD
BROAD
Brand Salience BRAND
BRAND
Brand positioning AWARENESS
AWARENESS 7
 Salience Dimensions

 Depth of brand awareness

– Ease of recognition & recall
– Strength & clarity of category membership

 Breadth of brand awareness

– Purchase consideration
– Consumption consideration

8 Brand positioning
 Performance Dimensions

 Primary characteristics & supplementary features

 Product reliability, durability, and serviceability
 Service effectiveness, efficiency, and empathy
 Style and design
 Price

9 Brand positioning
 Imagery Dimensions
 User profiles
– Demographic & psychographic characteristics
– Actual or aspirational
– Group perceptions -- popularity
 Purchase & usage situations
– Type of channel, specific stores, ease of purchase
– Time (day, week, month, year, etc.), location, and context of
usage
 Personality & values
– Sincerity, excitement, competence, sophistication, & ruggedness
 History, heritage, & experiences
– Nostalgia
– Memories
10 Brand positioning
 Judgment Dimensions
 Brand quality
– Value
– Satisfaction
 Brand credibility
– Expertise
– Trustworthiness
– Likability
 Brand consideration
– Relevance
 Brand superiority
– Differentiation

11 Brand positioning
 Feelings Dimensions

 Warmth
 Fun
 Excitement
 Security
 Social approval
 Self-respect

12 Brand positioning
 Resonance Dimensions
 Behavioral loyalty
– Frequency and amount of repeat purchases
 Attitudinal attachment
– Love brand (favorite possessions; “a little pleasure”)
– Proud of brand
 Sense of community
– Kinship
– Affiliation
 Active engagement
– Seek information
– Join club
– Visit web site, chat rooms

13 Brand positioning
 Components of Positioning

 Product class or the structure of the

market in which our brand will compete.
 Consumer segmentation.
 Consumer perception of our brand in
relation to the competitors, which lead
to the perceptual mapping.
 The benefits offer by the brands
14 Brand positioning
 Product class

 Defined as the set of the product and the

brands which are perceived as substitutes to
satisfy some specific consumer needs.
 What is the structure of the market or the set
of the substitutes amongst which our brand
is to be positioned?
Examples : Detergent brands
Maggi
15 Brand positioning
 Components of Positioning

 Product class or the structure of the

market in which our brand will compete.
 Consumer segmentation.
 Consumer perception of our brand in
relation to the competitors, which lead
to the perceptual mapping.
 The benefits offer by the brands
16 Brand positioning
 CONSUMER SEGMENTATION

 What is the profile of the consumer to whom

our brand will serve and what are our
needs?
 Brand positioning and market segmentation
appears to be the hallmarks of the today's
marketing research.

17 Brand positioning
 Components of positioning

 Product class or the structure of the

market in which our brand will compete.
 Consumer segmentation.
 Consumer perception of our brand in
relation to the competitors, which lead
to the perceptual mapping.
 The benefits offer by the brands

18 Brand positioning
 Perceptual mapping
 A techniques that identify the underlying dimensions
that differentiate consumer perceptions of the product
and the positions of existing products on the dimensions.
 Techniques of Perceptual mapping:-

 Factor Analysis
 MDS (Multidimensional scaling)
 Cluster Analysis
 Conjoint Analysis
 Image profile Analysis
19 Brand positioning
 Components of positioning

 Product class or the structure of the

market in which our brand will compete.
 Consumer segmentation.
 Consumer perception of our brand in
relation to the competitors, which lead
to the perceptual mapping.
 The benefits offer by the brands.

20 Brand positioning
 Brand Attributes and Benefits

 A consumer can allot a position in her mind only to a

brand whose benefit to her .she compares and
places brands in relations to these benefits.

21 Brand positioning
 Positioning with Non-
Functional values
 Brands are symbols
 Strong bonding and emotions
 Self concepts and preferred brands
-Buy products consistent with self-image
- Avoid products inconsistent with self-image
- Trade up to products that enhance the
self-image
 Brand personality

22 Brand positioning
 Strategies in Brand Positioning

 Who am I ?
 What am I ?
 For whom am I ?
 Why me ?

23 Brand positioning
 Who am I ?

 Positioning by corporate identity.

 Positioning by endorsement.

24 Brand positioning
 What am i?

 Category- related positioning

 Benefit -related positioning
 Positioning by usage occasions and time.
 Price- quality positioning

25 Brand positioning
 For whom I am?

 Demographic :
 Behavioral:
 Benefits and satisfactions desired:

 Psychographic:

26 Brand positioning
 Why me?

 Positioning by Unique Attribute

 Positioning by Competitors

27 Brand positioning
 Issues in Implementing
Brand Positioning

 Establishing Category Membership

 Identifying & Choosing POP’s & POD’s
 Communicating & Establishing POP’s & POD’s
 Sustaining & Evolving POD’s & POP’s

28 Brand positioning
 Establishing Category Membership

 Competitive sets change over time – e.g.,

beer & wine vs hard liquor.
 Short term vs long term perspective – video
stores vs downloads, VOIP vs long distance
 Product proliferation – intra brand
competition

29 Brand positioning
 Identifying & Choosing
POP’s & POD’s

 Desirability criteria (consumer perspective)

– Personally relevant
– Distinctive & superior
– Believable & credible
 Deliverability criteria (firm perspective)
– Feasible
– Profitable
– Pre-emptive, defensible & difficult to attack

30 Brand positioning
 Communicating & Establishing
POP’s & POD’s

 Create POP’s and POD’s in the face of

attribute & benefit trade-offs
– Price & quality
– Convenience & quality
– Taste & low calories
– Efficacy & mildness
– Power & safety
– Ubiquity & prestige
– Comprehensiveness (variety) & simplicity
– Strength & refinement

31 Brand positioning
 Sustaining & Evolving
POP’s & POD’s

 Core Brand Values &

Core Brand Proposition

32 Brand positioning
 Core Brand Values

 Set of abstract concepts or phrases that

characterize the 5-10 most important
dimensions of the mental map of a brand.
 Relate to points-of-parity and points-of-
difference
 Mental Map  Core Brand Values  Brand Mantra

33 Brand positioning
 Brand Mantras

 A brand mantra is an articulation of the

“heart and soul” of the brand.
– Brand mantras are short three to five word
phrases that capture the irrefutable essence or
spirit of the brand positioning and brand values .
 Nike
– Authentic Athletic Performance
 Disney
– Fun Family Entertainment

34 Brand positioning
 Creating a compelling positioning
is essential

 If you can’t create a clear positioning, you have a

problem

 Some common mistakes

– Too many benefits

– Confusing attributes and benefits
– A vague frame of reference
– Confusing a positioning with a slogan

35 Brand positioning
 Major Challenges in Positioning

 Find compelling & impactful points-of-

difference
– How do people become aware of their need for
your product and service?
– How do consumers find your offering?
– How do consumers make their final selection?
– How do consumers order and purchase your
product or service?
– What happens when your product or service is
delivered?
– How is your product installed?
– How is your product or service paid for?

36 Brand positioning
 Major Challenges in Positioning

 Find compelling & impactful points-of-

difference (cont.)
– How is your product stored?
– How is your product moved around?
– What is the consumer really using your product for?
– What do consumers need help with when they use your
product?
– What about returns or exchanges?
– How is your product repaired or serviced?
– What happens when your product is disposed of or no
longer used?

37 Brand positioning
Brand positioning 38