Brand Positioning

‘Strategies and Global Vision’

Definitions

 “Identifying a market niche for a brand,

product or service utilizing traditional
marketing placement strategies (i.e. price,
promotion, distribution, packaging, and
competition).”
 Positioning is how a product appears in
relation to other products in the market
5 Factors of Brand Positioning
 1. Brand Attributes
– What the brand delivers through features and benefits to consumers.
 2. Consumer Expectations
– What consumers expect to receive from the brand.
 3.  Competitor attributes
– What the other brands in the market offer through features and
benefits to consumers.
 4.  Price
– An easily quantifiable factor – Your prices vs. your competitors’
prices.
 5.  Consumer perceptions
– The perceived quality and value  of your brand in consumer’s minds
(i.e., does your brand offer the cheap solution, the good value for the
money solution, the high-end, high-price tag solution, etc.?).
Getting Successful Execution from
Successful Strategies

You need to align the 3 distinct elements of

your core positioning strategy, once done,
the execution of your positioning becomes
easier.
1. Brand promise
2. Brand communications
3. Brand experience
Your positioning should have depth
and adaptability

Disney Family Fun Entertainment

Wal – Mart Low Prices and Good Values
McDonalds Food and Fun
Apple Innovation
Google Simplicity
Toyota Reliability
Examples

 Automobiles
 Milk
 Shampoo
 Banks (?)
Positioning in cross cultural global
environment

 Principles that govern and guide Global

Brands:
– Recognition
– Consistency
– Emotion
– Uniqueness
– Adaptability
– Management
Managing Brands Globally

 Seek Out Insights

 Integrate Local Intelligence
 The Team
 Investment
 Measurement Systems
Deciding on which route to take?

 Standardized Marketing Mix

 Adapted Marketing Mix
Five Global Product and
Communication Strategies
Deciding on which route to take?
- Product and Promotion

 Cultural Acceptability
 Colors
 Names (Kellogg's changed its name from Bran
Buds cereal in Sweden as it meant Burned Farmer.
 Changes due to usage differences
 Changes due to insights (Diet Coke or Coke Light)
 ATL difference – is TV important? Are magazines?
Examples from Pakistan of Product
and Communication Changes:

 Dominos
 Pizza Hut
 Herbal Essences
Blunders in International Marketing:

1. Parker Pen – Mexico

 Supposed to have read, "It won't leak in your pocket and embarrass you."
 But read as "It won't leak in your pocket and make you pregnant
2. Coors Brewing Company - Spain
 Supposed to have read, "Turn it loose"
 But - "Suffer from diarrhea".
3. Braniff International Airways
 "Fly in leather", it came out in Spanish as "Fly naked".
4. Pepsi - China
 "Pepsi Brings You Back to Life" became
 "Pepsi Brings Your Ancestors Back from the Grave."
5. Scandinavian vacuum manufacturer Electrolux - USA:
 "Nothing sucks like an Electrolux"