20130312 brand management chapter 4 iba 45 e

Brand Management

Session 4: Brand Positioning

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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Brand Position Statement

§  Brand Name

§  Brand Consumer Benefit

§  Brand Personality

§  Product / Range / Description

§  Major Competitors

§  Target Consumers

§  Reasons to Believe the Benefit

§  Packaging

§  Advertising Property

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Evaluate your Brand Positioning Statement

§  Criteria for Evaluation   Is it memorable?  Does it focus on the core consumers?  What picture does it portray in your mind – does that

picture stand out from rest of the competition?  Does it enable the brand to grow?  Can it sustain for next 5 years?  Does this serve as a filter for making decisions about the

brand?

§  Tips:  Follow the grammar, but be flexible  Leave it, review it at a later date

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A Car is a Car … or is it?

Car Brands

§  Mercedes

§  BMW

§  Volvo

§  Toyota

What comes to your mind?

§  Prestige / Status

§  Power

§  Safety

§  Value for money

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The Cornerstone

§  The brand positioning statement is the single most important item in all of marketing.

§  It defines EVERYTHING about what your brand is to the consumer.

§  This is the most important thing I’ll teach you   It’ll also help you in any function of your job  This’ll help you bring ruthless focus in your life

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All Elements

§  Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing….

§  All work in unison to the beat of the brand positioning statement.

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Four Elements

§  Target Audience

§  Category

§  Compelling benefit

§  Reason to Believe (Kitchen Logic)

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Outline of a Brand Positioning Statement

§  <brand name> is a <product description> that helps <target customers> to fulfill their need of <need> because it has <reason to believe>

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WASHING AGENTS Category Positioning

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Dow Brand Positioning Statement For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!

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Positioning Concepts §  Functional Positioning

 Solve Problems  Provide benefits to customers  Get favorable perception by investors and lenders

§  Symbolic Positioning  Self-image enhancement  Ego identification  Belongingness and social meaningfulness  Affective fulfillment

§  Experiential Positioning  Provide sensory stimulation  Provide cognitive stimulation

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TOOTHPASTE

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Crest Whitesrips Brand Positioning Statement For consumers ages 16-35, Crest Whitestrips whiten teeth five times better than the leading paint-on whitening gel. Thats because Crest’s gel-coated strips hold the peroxide on teeth longer, to whiten stains below the tooth surface.

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NOW IT’S YOUR TURN

1.  Draft a Brand Positioning Statement For The Brand Shown