Brand

Positioning
By:
Ayush Vikhe (K058) Badal
Darji (K013)
Raghav Saraf (K045) Ojas
Gosar (K069)
Karan Thanawala (K067)
What is Positioning?
What is positioning?
Positioning is how people perceive a brand in their minds.

A good brand positioning helps customers to resonate with the values and
concepts of brand and helps them to associate with it on a deeper level
which is beyond buyer and seller relationship.

A positive positioning helps the brand to stand out amongst competitors and
gain competitive advantage along with the added market share.
Types of Brand Positioning
Types of brand positioning
● Benefit Positioning
● Attribute Positioning
● Application Positioning
● User Positioning
● Image/ Personality Positioning
● Product class Positioning
● Competitor Positioning
● Quality Positioning
 Benefit
Positioning
About ad
● The positioning of Head & Shoulders is a benefit positioning which looks
at a common problem like dandruff.
● Thus the benefit is clear that it removes dandruff on regular usage.
● This clear positioning has been responsible for attracting more business
towards the brand.
 User
Positioning
What is User Based Positioning?
1. One approach to positioning the brand is to focus on a specific user, or type of
customer.
2. For example, Adidas uses this positioning approach in many of its advertisements where
it targets particular athletes in sports such as, running or boxing.
3. The company presents messages showing its shoes and apparel being used in a
targeted athletic event.
4. By emphasizing the value of quality shoes from a trusted brand, Adidas is able to
maintain its status in the sports market as a provider of athletic shoes and apparel.
ADIDAS- Impossible is Nothing
Adidas, a company that started off with a core vision to support athletes, they have always
been true to their positioning that is highlighted by the old Adidas slogan, “Impossible is
Nothing.”

A great brand or a company slogan lays out the complete brand philosophy in just one small
phrase: it should explain what is the reason behind the very existence of a brand.

It was not until 1974 that Adidas got associated with the slogan, “Impossible is Nothing” that is
actually taken from a quote by Muhammad Ali, one of the legendary boxers who ruled the
ring: which says “Impossible is just a big word thrown around by small men who find it easier
to live in the world they've been given than to explore the power they have to change it.
Impossible is not a fact. It's an opinion. Impossible is not a declaration. It's a dare. Impossible
is potential. Impossible is temporary. Impossible is nothing.”
ADIDAS- Impossible is Nothing
Muhammad Ali Endorsed the brand when he was in the peak of his carrer, this is how Adidas
positioned itself as the brand which believes in an “forever sports” attitude

Erich Stamminger, member of the Executive Board of Adidas-Salomon AG says “As an athlete
you always strive to go further, break new ground, and surpass your limits. So do we as a
brand, to achieve our mission to be the leading sports brand in the world.”

Impossible is Nothing has been a powerful Adidas slogan for many years and many people
will continue to remember the brand with the same philosophy for times to come. However,
as of March 2011, the new Adidas slogan has been changed to “All In,” through a campaign
that was claimed to be the most expensive Adidas marketing effort ever.
Attribute

Positioni
ng
Privacy. That’s
Iphone.

● The company launched its

"Privacy. That's iPhone"
ad campaign in 2019. It features
various clips highlighting the
importance of digital privacy, and
ways that the iPhone can help
protect it.
Privacy. That’s
Iphone.
Personality Positioning
What is Personality Positioning?
● To create an impression
amongst audience it’s necessary
for Brand to associate the image
of brand with the image of a
personality or Celebrity.
● Celebrity endorsement is an easy
way to connect with consumers.
Celebrities enjoy public
recognition and they can use this
recognition on behalf of a
product by appearing in an
advertisement for the product.
Colgate MaxFresh
● Colgate-Palmolive (India) Limited, the market leader in oral care,
announced Ranveer Singh, the flamboyant youth icon and one of the
most energetic Bollywood personalities, as the new brand
ambassador for Colgate MaxFresh.
● The campaign launched in 2017.
Representing product with a
personality
● The slogan of the product “Taazgi ka naya
Dhamaka” also known as “Explosion of
Freshness” reflected exactly the position
they wanted to create in the minds of the
audience.
● Friedman and Friedman (1979)
hypothesized and later concluded that the
use of celebrity rather than non celebrity
endorsers in advertisements leads to a
better position, higher believability, a more
favorable evaluation by consumers of the
product and advertisements, and a
significantly higher intention among
consumers to purchase the product.
Competito
r
Positionin
Burger Wars
Warring since the 1970s.

Burger King revived in 2015, when it released an open letter to McDonald's

proposing a joint promotion for Peace Day called the "McWhopper", a
combination of the two restaurants' signature burgers, which was rejected by
McDonald's.

Ever since, Burger King has been launching quirky, witty and sometimes
cheeky ad campaigns against Mcdonald's so as to prove itself as the superior
brand.
#NeverTrustAClown &
#ScaryClownNight (2017)

Burger King used Halloween to engage with customers across the globe in a
campaign that trolled its competitor’s mascot, Ronald the clown. Burger King
wanted to drive traffic to its restaurants through a campaign that felt
contextually relevant.

The campaign leveraged Halloween and the coinciding release of the horror
film ‘It’ as an opportunity to troll the McDonald’s iconic clown and push
consumer engagement with Burger King’s brand.
 By hijacking the horror film screening “IT - Chapter Two”,
using two powerful spotlights, they promoted their campaign,
#NeverTrustAClown
 Burger King leveraged this revived worldwide fear of clowns into a simple and biting
promotion: Scary Clown Night.
On Halloween, Burger Kings around the world would give free Whoppers to anyone who
came dressed as a clown.
Other Campaigns:
● ‘The Mouldy Whopper’ (2020)
● 'Whopper Secret' (2019)
● ‘Burn that Ad’ (2019)
● ‘Escape The Clown’ (2019)
● ‘The Silly Whopper’ (2019)
● ‘Whopper Detour Campaign’ (2018)
● ‘The Gift of Fire’ (2017)
● ‘THE BIG KING’ (2015)
● ‘We Know How Burgers Should Be’ (1986)
Thank You