Resonance

Brand and
Positioning

Dr. Prakriti Dixit Porwal

 Activity 1
Think for a moment about your favorite brand…..
What you know about the brand?
Product Brand its product, availability, price etc..
Coffee shop
Hotel chain
How you feel about the brand?
Grocery store How you think the brand feel about you, the
customer?
relationship

BRAND RESONANCE
Brand Resonance

The Brand Resonance refers to the relationship that a consumer has with the product
and how well he can relate to it.
 Customer-Based Brand Equity
Stage of Brand Development CBBE Model
Branding objective at each stage
Relationship
What about you and me? Intense, active loyalty
Resonance
Response Positive accessible
What about you? Judgments Feelings reactions

Meaning Points-of-Parity and

What are you? Performance Imagery
Difference

Identification Deep, broad brand

Who are you? Salience awareness

- Professor Kevin L. Keller

 Activity 2

Guess which brand it is…..???

Indian company whose products are derived from natural and exotic sources
such as ancient ayurvedic and natural ingredients such as herbs.
The traditional bank as the technology savvy to cater to all those
businessmen, industrialist and a common man whom the time is the most
precious thing in the world.
Fast to cook! Good to eat!
Value of money vehicles which render high engineering quality, reliable
performance and better fuel efficiency at competitive rates

Most preferred” network for Smartphone users.

Brand Positioning

“ The act of designing the company’s offering and image to occupy a distinctive place in
the mind of the target market.”
- Philip Kotler

In other words, brand positioning describes how a brand is different from its competitors
and where, or how, it sits in customers’ minds.
Brand positioning statement examples :-
▪ Nike – Just Do It
▪ Dabur – Celebrate Life
▪ Airtel – Seize the Day
▪ Patanjali - Prakriti Ka Aashirwaad
Cont…

A successful brand positioning is about:

▪ Understanding the needs of your customers

▪ Understanding how competition is positioning their brands
▪ Understanding the strengths of your brand and how it can meet the
requirements of your brand
▪ Creating a unique brand positioning that customers will resonate with
immediately

Brand positioning is the art of making a tangible impact on your target audience so that they can
recall your brand instantly because of the qualitative edge your brand has over others.
 Importance
▪ Brand positioning is important for a company to have a clear way to share the value their brand
brings to customers.

▪ Brand positioning creates clarity around who you serve.

▪ It explains to your target audience why you are the best company
for them and what sets your products or services apart.

▪ The positioning of the brand can be used to justify a pricing strategy.

▪ Positioning helps us to understand the consumer and to mold their view of our product.

▪ Builds Clientele Loyalty and Lends Creativity to Your Brand

Brand Positioning Strategies & its types

Brand positioning strategy is about finding a right place for a brand in market place
as well consumer mind.

▪ Customer Service Positioning Strategy

▪ Convenience-Based Positioning Strategy
TYPES

▪ Price-Based Positioning Strategy

▪ Quality-Based Positioning Strategy
▪ Differentiation Strategy
▪ Social Media Positioning Strategy
▪ Other Positioning Strategies
Points of Parity (POP)

Points of Parity are industry-specific similarities that are shared among many
businesses.
It’s the qualities that all businesses have in order to be competitive and on par with one
another.

Points of parity are the bare minimum for competitive

businesses, i.e., to be competitive company needs to have all
the POP covered.
Points of Differentiation (POD)
Points of differentiation are the attributes that make your brand unique.

It is strongly associated with the brand, positive evaluation and believe they could not find
the same extent with a competitive brand.

These attributes must be consistently reflected in Companies brand slogan, and advertising.
 POP & POD Examples
Automotive Industry

POP POD

• a dealership located within reasonable proximity to your • comprehensive warranty coverage beyond the typical 3
location, where you can see the various models, and
service your future vehicle.
• availability of a demo model that you can test-drive.
• a minimum 3-year comprehensive warranty.
• multi-year financing and leasing options.
• a firm delivery date.
years, such as 5 year (Hyundai) and 10 years
(Mitsubishi).
• mechanical and technological benefits such as
symmetrical all-wheel drive (Subaru) and performance
electric vehicles (Tesla).
• free vehicle maintenance for a specific time-period.
• the ability to travel to the country of manufacture and
see how your vehicle is made (Volvo Overseas Delivery
Program).
Cont..

POP POD

▪ Free service ▪ Targets children with the "Happy

▪ Core product
▪ Standardized and similar quantity of
ingredient
▪ Serving any kind of people
meal“
▪ 24-Hour drive-thru service
▪ Offering breakfast and dinner menu
Specialized training for managers in
Hamburger University
▪ Unique pork burger
Straddle Positioning

The Straddle Positioning is one of the positioning strategy adopted by the marketers to
position their product in two categories simultaneously.

The positioning strategy adopted to create a dual

image of the product in the minds of the customer

The marketers use the blend of POP and POD to arrive at the categories for which they
are positioning their products.
Straddle Positioning Examples
When BMW entered the market, gave a stiff
competition to other luxurious cars because at that
time, all the luxury cars focused on its luxury and
overlooked the performance factor. BMW came
with the dual positioning as luxurious (POP) as well
as performance (POD) and substantiated this by its
slogan “the ultimate driving machine”.

The dual positioning of Dominos, product attributes

as well as desirable benefits. The product attributes
(POP) means providing the fresh pizza and the
desirable benefit (POD) are the home delivery that it
offers.
Way to create a brand positioning strategy?

Understand how your brand is currently positioning itself.

Determine your unique value proposition.

Identify your competitors and their positioning.

Create your positioning statement.

Evaluate and test whether your positioning works.

Reinforce your brand’s differentiating qualities.

Brand Building

Brand Building is generating awareness, establishing and promoting company using

strategies and tactics.

It enhance brand equity using advertising campaigns and promotional strategies.

Branding is crucial aspect of company because it is the visual voice of the company.

Goal of brand building is creating a unique image about the company.

Brand Building Factors
Quality

Positioning

Repositioning

Communications

First Mover Advantage

Long Term Perspective

Internal Marketing
Steps in building a strong Brand

• Discover/Develop Your Brand Purpose

• Know Your Competitors

• Determine Your Primary and Secondary Target Audiences

• Build Out Your Brand Strategy

• Develop A Compelling Brand Narrative/Story

• Create a Brand Identity

• Live The Brand

Brand Mantra

Brand Mantra or Brand Essence, is a short statement that expresses the core of what
that brand represents or the image it seeks to project.
A brand essence statement is often just two to five words. Although formats can vary, the
statement's tone is most important.
A statement usually uses a series of adjectives to describe a brand and may or may not
contain the brand name.
Brand mantra incorporates and shares the main idea behind the creation and channelization
of a brand in the competitive frame of reference.
A brand mantra isn’t an advertising slogan or a tagline.
Criteria for a brand essence statement include:

▪ A single-focused message.

▪ Differentiation of the brand from competitors.

▪ An evocation of customer experience with the brand.

▪ Consistent delivery.

▪ A representation of the reality of what a customer might feel.

Brand Mantra Examples

Company Name Tagline/Slogan Brand Mantra

Authentic – Athletic –
Nike Just do it
Performance
Smart – Technologic –
Apple Think Different
Listen to Music
The Ultimate Driving Ultimate – Driving –
BMW
Machine Machine
Sharing – Happiness –
Coco Cola Thanda Matlab CocoCola
Tasty
McDonald I’m Lovin it Food – Folks – Fun
Designing Brand Mantras

• nature of product, • further clarifies its • provide another

benefits the brand nature qualifier, how

Descriptive Modifier
provides exactly does the

Emotional Modifier
• Eg: brand provide
• Eg: benefits and in
• Nike – athletic
Brand Function

what ways?
• Nike – (not just typical
performance performance)
• Disney -- • Disney -- • Eg:
entertainment family • Nike –
Authentic
• Disney -- fun
Implementing Brand Mantra

• a good brand mantra should both define the category of business to set the brand
boundaries and clarify what is unique about the brand
Communicate

• an effective bran mantra should be memorable, short, vivid

Simplify

• the brand mantra should also stake out ground that is personally meaningful and
relevant to as many employees and possible
Inspire
Brand Value Chain

The brand value chain provides companies with a snapshot of the brand’s marketing program
investments and initiatives, and offers a structured means to understand where and how value is
created, and more importantly, identify and target specific areas which needs improvement.
– Keller, 2013

The brand value chain is based on four basic principles:

▪ An assumption that the value of the brand resides with customers
▪ Brand value creation starts with the company’s marketing investments and expenditure
▪ There are factors (multipliers) which intervene between each stage of the model
▪ A recognition that the actions of different stakeholders within the organization can affect brand
equity.
constructed by Keller and Lehmann in 2003
Key - Note

PPTs are summarised content of Text Book.

It is not the replacement of Text Books.