Branding and Brand

Positioning
 Syllabus
Sr. No Module/Units Detailed Topic wise Syllabus (In bullet points)

Product Concepts: Meaning of Product

Product levels
The Product Element of Brand Types of product
1
Management Three Dimensions of Product Concept
Product life cycle
Introduction to Design Thinking

Concept of Brand
Product Vs. Brand
Brand Elements and Brand Element Choice Criteria
Brand Knowledge
Concept of Brand and Brand Positioning Functions & Importance of Brand Management
2 The Brand Positioning concept
Value Proposition and Brand Positioning statement
Positioning statement Vs. tagline
Points of Parity (PoP)
Points of Difference (PoD)
PoP Vs. PoD
Topics Covered Till Now
• Product Concept

• Advantages and Disadvantages of Product Concept

• Three dimensions of Product Concept

• Product Life Cycle

• Design Thinking

• Five Phases of Design Thinking

• What is a Brand

• Four levels of Branding

• 6 Steps of Brand Building

• Elements of a Brand
Topics Covered Till Now
• Characteristics of a strong brand
 Advertising gets Sales.

Marketing gets customers.

Branding gets FANS

8 Capabilities a brand must master
• Consumer Knowledge
• Brand Promise
• Brand Communication
• Purchase Moment
• Innovation
• Consumer Experience
• Operations
• Brand Culture
Characteristics
of a
Strong Brand
 1. Audience Knowledge
2. Clear Brand Promise
3. Unique Value Proposition
Characteristics
of a 4. Consistency
Strong Brand
5. Storytelling
6. Engagement
7. Authenticity
3. Unique Selling Proposition
 Relevancy - Explain how your product
solves customers’ problems or improves
their situation.

Quantified value - Deliver specific

What is USP ? benefits.

Differentiation - Tell the ideal customer

why they should buy from you and not
from the competition.
 Use Your Biggest Benefits
Step 1 • Clearly describe the 3 biggest benefits of owning your product or
service.

7-step
process in Step 2
Be Unique
• your USP separates you from the competition, sets up a "buying
criteria”.
constructing
your Unique Solve An Industry "Pain Point" Or “Performance Gap”
Selling Step 3 • Identify which needs are going unfulfilled within either your
industry or your local market.

Proposition
Be Specific and Offer Proof
Step 4 • - Consumers are sceptical of advertising claims companies
make.
 Condense into One Clear And Concise
Step 5 Sentence
• The most powerful USPs are so perfectly written, you
cannot change or move even a single word.
7-step
process in
constructing Integrate Your USP Into ALL Marketing
Step 6 Materials
your Unique • - Variations of your USP will be included in the ALL
your marketing materials

Selling
Proposition Deliver on Your USP’s Promise
Step 7 • –Be bold when developing your USP but be careful to
ensure that you can deliver.
Example #1 - Package Shipping Industry

Pain - I have to get this package delivered

quick!

USP - "When it absolutely, positively has to

be there overnight."
Example #2 - Food Industry

Pain - The kids are starving, but Mom and Dad

are too tired to cook!

USP - "Pizza delivered in 30 minutes or it’s

free."
4. Consistency
What is Brand Consistency?

Brand consistency is the delivery of

brand messaging in line with the
brand identity, values, and strategy
over time
 SHAPING BRAND EVOKING POSITIVE
Why Brand PERCEPTION EMOTIONS

Consistency is
important ?

BUILDING TRUST DIFFERENTIATING

AND LOYALTY YOUR BRAND
5. Storytelling
What is Brand Storytelling ?

Using a narrative to connect your

brand to customers, with a focus
on linking what you stand for to
the values you share with your
customers
Nike stands for athletic
excellence—not sneakers or sports
equipment

Disney stands for family

happiness—not theme parks
or movies.
Why Brand Storytelling ?
It’s not enough to have a quality product or service, you need to
know how to talk about it in a way that differentiates you from the
crowd.
Instead of throwing facts, statistics, and testimonials at your
audience, focus on making your brand thoughtful, memorable, and
real.
Storytelling will not only increase your brand favourability in your
audience’s eyes, it can also be up to 22 times more memorable than
facts.
6. Brand Engagement
 ACKNOWLEDGE MY REMEMBER SHARE A TIP OR A
How to PRESENCE SOMETHING ABOUT
ME
SECRET

Achieve Brand
Engagement ?
DO SOMETHING RESPOND TO MY RESPECT MY TIME
UNEXPECTED COMMUNICATIONS
IMMEDIATELY
 Improves Customer Engagement

Employee Engagement
IMPORTANCE
OF BRAND
ENGAGEMENT Boost Business Reputation

Stands out in the Market

7. Authenticity
 The extent to which consumers
perceive a brand to be faithful
Brand toward itself, true to its consumers,
motivated by caring and
Authenticity responsibility, and able to support
consumers in being true to
themselves
 Continuity (brand being faithful to
itself),
Credibility (true to its consumers),
Components
of Brand
Authenticity Integrity (motivated by caring and
responsibility)
Symbolism (support consumers in
being true to themselves)