IT IS AN ACT OF FINDING 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 TO MAXIMIZE POTENTIAL BENEFIT TO THE FIRM

DEFINING AND COMMUNICATING THE COMPETITIVE FRAME OF REFERENCE

CHOOSING AND ESTABLISHING POINTS OF PARITY AND POINTS OF DIFFERENCE

BRAND MANTRA IS AN ARTICULATION OF THE HEART AND SOUL OF THE BRAND, A SHORT 3 TO 5 WORD PHRASE THAT CAPTURES THE IRREFUTABLE ESSENCE OR SPIRIT OF THE BRAND POSITIONING

CORE BRAND ASSOCIATIONS

MENTAL MAP

1.WHO AM I ? 2.WHAT AM I? 3.FOR WHOM AM I ? 4.WHY ME?

POSITIONING BY CORPORATE IDENTITY POSITIONING BY BRAND ENDORSEMENT

CATEGEORY-RELATED POSITIONING BENEFIT-RELATED POSITIONING POSITIONING BY USAGE OCCASION AND TIME PRICE-QUALITY POSITIONING

WHEN EXISTING PRODUCT CATEGEORY IS TOO CROWDED- IMPORTANT DIFFERENTIATING STRATEGY EX: SHOES- POWER JOGGER FITNESSPOWER WORK OUT TENNIS ENTHUSIAST- POWER ULTIMO

POSITIONING BASED ON SPECIFIC PRODUCT FEATURES POSITIONING ON BENEFITS, PROBLEM SOLUTIONS OR NEEDS EX: CONSIDER HEALTH DRINKS

WITH REFERENCE TO TANGIBLE OR FUNCTIONAL BENEFITS

EX: Vicks Vaporub Burnol anti septic DIFFERENTIATING SIMILAR PRODUCTS EX: YOGHURT

VERY EFFECTIVE IN DEVELOPING ECONOMY LIKE INDIA EX: NIRMA INTRODUCED BY MR.PATEL IN 1975 IN 1988-TOTAL VOLUME SOLD BY NIRMA IS 1,76,000 TONNES COMPARED TO 24,000 TONNES OF PREMIUM POWDER SURF

DEMOGRAPHIC BEHAVIOURAL BENEFITS OR SATISFACTIONS DESIRED PSYCHOGRAPHIC

POSITIONING BY UNIQUE ATTRIBUTE POSITIONING BY COMPETITOR HOLISTIC

ENSURE IDENTIFICATION OF THE BRAND WITH CUSTOMERS- SPECIFIC PRODUCT CLASS OR CUSTOMER NEED STRATEGIC LINKING OF TANGIBLE AND INTANGIBLE BRAND ASSOCIATIONS

ELICIT THE PROPER CUSTOMER RESPONSES TO THIS BRAND IDENTIFICATION AND BRAND MEANING CONVERT BRAND RESPONSE TO CREATE AN INTENSE, ACTIVE LOYAL RELATIONSHIP BETWEEN CUSTOMERS AND THE BRAND