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  • Brand Positioning: Ravinder Singh Mba I (Iind Sem)

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    Brand positioning involves differentiating a brand in the mind of customers by associating it with a particular attribute, benefit, or value. Successful brands have positioned themselves as prestigious (Mercedes-Benz), focused on driving (BMW), prioritizing safety (Volvo), or associated with energy (Red Bull). Proper positioning is necessary to differentiate a brand from competitors. There are typically four components to an effective brand position: the target user, a frame of reference for the brand, a key benefit promised to users, and a reason to believe the brand delivers on that benefit. Developing a clear brand position provides the strategic framework for differentiating a brand through advertising ideas.

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    Brand positioning involves differentiating a brand in the mind of customers by associating it with a particular attribute, benefit, or value. Successful brands have positioned themselves as prestigious (Mercedes-Benz), focused on driving (BMW), prioritizing safety (Volvo), or associated with energy (Red Bull). Proper positioning is necessary to differentiate a brand from competitors. There are typically four components to an effective brand position: the target user, a frame of reference for the brand, a key benefit promised to users, and a reason to believe the brand delivers on that benefit. Developing a clear brand position provides the strategic framework for differentiating a brand through advertising ideas.

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    30 views19 pages

    Brand Positioning: Ravinder Singh Mba I (Iind Sem)

    Uploaded by

    ravinderjsr
    Brand positioning involves differentiating a brand in the mind of customers by associating it with a particular attribute, benefit, or value. Successful brands have positioned themselves as prestigious (Mercedes-Benz), focused on driving (BMW), prioritizing safety (Volvo), or associated with energy (Red Bull). Proper positioning is necessary to differentiate a brand from competitors. There are typically four components to an effective brand position: the target user, a frame of reference for the brand, a key benefit promised to users, and a reason to believe the brand delivers on that benefit. Developing a clear brand position provides the strategic framework for differentiating a brand through advertising ideas.

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    BRAND POSITIONING

    RAVINDER SINGH
    MBA I (IIND SEM)
    BRAND POSITIONING
    “Positioning is not what you do to a product. positioning is
    how you differentiate yourself in the mind of the prospect.
    That is, you position the product in the mind of the
    prospect.”

    Example: When you listen word “Mercedes-Benz”


    The first word that comes to your mind is “prestige”. Here “Mercedes-
    Benz” is a brand which has been positioned in our minds in such a
    way that whenever we listen to it, we start thinking of prestige it is
    called Positioning.
    How these companies positioned
    themselves
     Mercedes-Benz ……………… …. prestige.
     BMW …………………………… ……. driving.
     Volvo…………………………….. …. Safety.
     Starbucks………………………… high-end coffee..
     Rolex………………………………… high-end watches.
     Google ……….…………………….. Search.
     Red bull ………………………… energy drink.
     FedEx…………………………… … overnight (delivery)
    WHYPOSITIONONG IS NECESSARY?
    Positioning Levels

     By attribute - Omo , Dove, Volvo


    By price/quality - Mr. Price, Woolworths
    By product user - Diesel, Chivas Regal5
    You differentiate or die
    Advertising has entered a new era where creativity is no
    longer the key to success, today a company must create
    a position in the prospect’s mind. A position which is
    unique and based on company’s strengths and on
    realities.You don’t lie you only exaggerate.

    Camlin (marker)-Permanent.
    BEERS
     Heidelberg - the working man’s beer.
     Bud - the athletic beer
     Bud Lite - the party beer
     Millers Lite - the fun and great test
     Coors - the environment beer
     Coors light - the fastest beer
    CIGS
    o Marlboro - the rugged male

    o Virginia slims - the independent female

    o Camel - cool and sophisticated

    o Benson & hedges - “intellectual”


    There are 4key components to positioning.

     For[target end user]


     Brand X is [frame of reference]
     Which gives the most [promise or key benefit]
     Because of [reason to believe]

    “Each component is a major strategic decision”


    Going From Strategy to Idea

    Brand Positioning Advertising Idea:


    Provides the strategic Transforms the strategy
    framework for how we into a powerful,
    are going to differentiate motivating, and
    our brand vs. consumer relevant
    competition. selling idea.
    For[target end user]
    Brand X is[frame of reference]
    Which gives the most
    [promise or key benefit]
    Because of[reason to believe]
    CONCLUSION
    Adopting a strong position is not a passive act; rather it
    is a deliberate attempt to influence events. It requires
    ignoring certain business targets in favor of others, and
    if successful, will yield growth in sales and profits and a
    consumer franchise who believe that your brand has no
    adequate substitute,
    even if it costs more.
    THANK YOU

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