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Brand positioning

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Nisha Babu Mathunny
Nisha Babu Mathunny

The document discusses brand positioning, which is designing a company's image and value in relation to competitors so that customers understand what the company stands for. Positioning is what is done to the customer's mind, not the product. It provides examples of how brands like Mercedes-Benz and Rolex are positioned as prestigious. Positioning a brand requires deciding on the target consumer, main competitors, similarities and differences to competitors. Effective positioning is customer-based, competitive by being distinct and sustainable, and enhances the company's profile. Steps include identifying competitors, determining important attributes, perceptions of competitors and the brand, and the ideal brand image.

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BRAND POSITIONING NISHA BABU MATHUNNY MACFAST THIRUVALLA
Positioning The act of designing the companys image and value offer so that the segments customers understand and appreciate what the company stands for in relation to its competitors. Philip Kotler
Positioning is not what you do to a product -It is what you do to the mind of the customer When you listen Mercedes-Benz and Rolex watch The first word that comes to your mind is prestige which have been positioned in our minds in such a way that whenever we listen to it, we start thinking of prestige, it is called Positioning
Examples Lirilfreshness Dominosguaranteed pizza delivery in 30 minutes Fair & Lovely fairness cream Pearstender skin, like babys Batavalue for money shoes Woodlandsturdy shoes for adventure sports Zodiacfine quality shirts Allen Solly casual formal wear
To position a brand You must decide :- -Who the Target Consumer is -Who your main competitors are -How the Brand is similar to your competitors -How the Brand is different from your competitors
3 Cs of positioning Customer based -Be relevant and credible to the customer -Write in consumers language and consumers point of view Competitive -Be distinct -Be persuasive -Be sustainable Company or Brand -Better company profile, better the perceived value of the product.
Steps in Positioning Identify Competitors. Determine most important attributes consumers use in choosing a brand. Determine consumers perceptions of competitors. Determine perceptions of your brand What is the ideal brand for your market segments? Assess best positioning strategy Track image of brand over time
How to go into the prospects mind Be first Example ; Maggie, The Hindu News paper, Xerox To manipulate Example; Fair & Lovely, Dove Ignore conventional logic Example ; sprite
Guiding Principles. A brand's positioning should be updated every three to five years, or as often as needed to update the company's overall growth strategy. Positioning should drive all of an organization's brand strategies. Employees, not advertising agencies, bring a brand positioning to life. A strong brand positioning is customer driven and fits with customer perceptions of the brand.
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Brand positioning

  • 1. BRAND POSITIONING NISHA BABU MATHUNNY MACFAST THIRUVALLA
  • 2. Positioning The act of designing the companys image and value offer so that the segments customers understand and appreciate what the company stands for in relation to its competitors. Philip Kotler
  • 3. Positioning is not what you do to a product -It is what you do to the mind of the customer When you listen Mercedes-Benz and Rolex watch The first word that comes to your mind is prestige which have been positioned in our minds in such a way that whenever we listen to it, we start thinking of prestige, it is called Positioning
  • 4. Examples Lirilfreshness Dominosguaranteed pizza delivery in 30 minutes Fair & Lovely fairness cream Pearstender skin, like babys Batavalue for money shoes Woodlandsturdy shoes for adventure sports Zodiacfine quality shirts Allen Solly casual formal wear
  • 5. To position a brand You must decide :- -Who the Target Consumer is -Who your main competitors are -How the Brand is similar to your competitors -How the Brand is different from your competitors
  • 6. 3 Cs of positioning Customer based -Be relevant and credible to the customer -Write in consumers language and consumers point of view Competitive -Be distinct -Be persuasive -Be sustainable Company or Brand -Better company profile, better the perceived value of the product.
  • 7. Steps in Positioning Identify Competitors. Determine most important attributes consumers use in choosing a brand. Determine consumers perceptions of competitors. Determine perceptions of your brand What is the ideal brand for your market segments? Assess best positioning strategy Track image of brand over time
  • 8. How to go into the prospects mind Be first Example ; Maggie, The Hindu News paper, Xerox To manipulate Example; Fair & Lovely, Dove Ignore conventional logic Example ; sprite
  • 9. Guiding Principles. A brand's positioning should be updated every three to five years, or as often as needed to update the company's overall growth strategy. Positioning should drive all of an organization's brand strategies. Employees, not advertising agencies, bring a brand positioning to life. A strong brand positioning is customer driven and fits with customer perceptions of the brand.