BRAND POSITIONING STRATEGY

Develop Products
PURPOSE

Center of Excellence – Specialty focus max (3-4) Inter Disciplinary Approach

BRAND ATTRIBUTES

Create Communication Around Process

COPORATE BRAND
POSITIONING
Aggressive & Strategic Communication

GUIDANCE FOR
Outdoor Print Digital FM Radio BTL
STAKEHOLDER
SPECIFIC MESSAGE
DEVELOPMENT
Budget Analysis
 BRAND PERCEPTUAL MAP

HIGH PRICE

E F

A C
B

LOW QUALITY HIGH QUALITY

G L
N Comparatives dimensions
H M must be:

Objective
I
Broad
J Salient
K Contrasting
Measurable
LOW PRICE
 BRAND POSITIONING MODEL

Why your organization does what it Who your organization does what it How your organization does what it What your organization does what it Where/When your organization does
does as a driver of awareness, does as a driver of awareness, does as a driver of awareness, does as a driver of awareness, what it does as a driver of awareness,
consideration, preference and consideration, preference and consideration, preference and consideration, preference and consideration, preference and
advocacy. advocacy. advocacy. advocacy. advocacy.

PURPOSE VALUES PROCESS PRODUCT/SERVICE INFRASTRUCTURE

WHY WHO HOW WHAT WHEN/WHERE

BRAND POSITIONING
STRATEGY
What consumers What your
want brand does
LOSING ZONE : Competitors meets consumers best
needs better than you

DUMB ZONE : Competitive battle where

consumer doesn’t care at all

WINNING ZONE : Your brand’s clear difference

What your
matters to consumers competitor
does best

RISKY ZONE : Equally meet consumer needs. You win

through speed, innovation & emotional connection
 BRAND POSITIONING CANVAS

For the TARGET AUDIENCE who has this PROBLEM , your company provides this SOLUTION

Different from the MARKET COMPETITORS , you have this ADVANTAGE by providing this REASON TO BELIEVE

TARGET AUDIENCE SOLUTIONS UNFAIR ADVANTAGE

Who can you help? Identify 3 to 4 What is your solution to your consumers’ How do you stand out from your
user personas you envision turning to problems? Present the defining elements of competitors? Why should consumers
you for solutions. your service have confidence in your service above
others?

PROBLEM REASON TO BELIEVE MARKET LANDSCAPE

What is the crucial problem your How will you deliver on your advantage for How would you evaluate the market for
consumers face? Succinctly consumers? Hone in your brand product or service? Consider
capturetheir frustration. on the most compelling evidence the alternatives customers may have
to support this message.
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