Presentation (1)

Developing and Establishing A Brand Positioning

What is a Brand?

A BRAND IS :More than a logoMore than a taglineMore than an ad campaign

POSITIONING

What it is, What it isn’t and why it matters?

Brand experience is assured by

The promise you make

The value you deliver

The personality you convey

The degree by which you differentiate your product

GREAT BRANDSDon’t just happen!

the act of designing the company’s offer and image so that t occupies a distinct and valued place in the target customer’s minds

Philip Kotler

Brand Positioning is

The most important fact aboutBRAND POSITIONING only exists in the mind of your customer.

And you haveto put it there.

POSITIONING REQUIRES:

Deciding on positioning requires

1. Determining a competitive frame of reference

2. Identifying optimal points of parity and points of difference

3. Creating a brand mantra

COMPETITIVE FRAME OF REFERNCE

Defines which other brands are a brand competes with and therefore which brands should be the focus of competitive analysis.

Competitive frame of brands of cars

DETERMINING A FRAME OF REFERNCE

FOUR STEPS ARE :

1. Who the target consumer is

33. How the brand is similar to other

competitors

2. Who the main competitors are

4. How the brand is different from them

SUMMARY

• Why is branding important?

• Defining brand positioning

• Determining a frame of reference

Created by Vaishnavi Ketharnathan, SVCE Chennai, during an

internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com