By taking consumer insights into account

The real trick is to strike just the right balance between what the brand is and what it could be.

P oint s of d if f erence:• A t t ribut es or benef it s t ha t

a re unique t o t he bra nd .• Cons umers a s s ocia t e

p os it ively wit h t hes e p oint s .• Exa mp les : N ik e (p erf orma nce,

innova t ive t echnolog y , winning )

A p p le (d es ig n, ea s e of us e, irreverent a t t it ud e)

P oint s of p a rit y :• A t t ribut es or benef it s t ha t a re

not neces s a rily unique t o a bra nd but a re s ha red wit h ot hers .

• N eces s a ry a t t ribut es f or a leg it ima t e bra nd of f ering .

• N eces s a ry but not s uf f icient .• Ca t eg ory P oP s a nd Comp et it ive

P oP s .

Need to fulfill 3 criteria to function as a point-of-difference.

Desirability

Deliverability

Differentiability

Ca t eg ory P oP s a re es s ent ia l f or a leg it imate and cred ibleof f ering .

Comp et it ive P oP s a re d es ig ned t o overcome perceived weak nessof t he bra nd .

An articulation of the heart and soul of the brand.Short 3-5 word phrases that capture the irrefutable essence or spirit of the brand positioning.

B ra nd ma nt ra ha s t o ef f ect ivelyCommunica t eS imp lif yIns p ire

’

Brand

positioning

bull’s eye –

Microsoft

example

Communicate a category membership by

announcing category benefits, comparing to

exemplars and relying on product

descriptor

Then communicate the PoPs and PoDs of a

Brand.

Credits http://althistory.wikia.com/wiki/The_Mediterranean_Strategy

http://cobaltpm.com/tag/tips/page/4/

Kevin omara flickr

http://accessible-mortgages.com/2014/02/10/rrsp-contributions-vs-mortgage-pre-payments/tug-of-war/

http://www.projectsjugaad.com/wp-content/uploads/2013/03/Recommend-Sensodyne-for-all-day-Sensitivity-Protection.jpg

http://files.coloribus.com/files/adsarchive/part_1298/12988055/file/sensodyne-toothpaste-sensitive-teeth-medium-43931.jpg

http://dlrprepschool.com/wp-content/uploads/2015/01/o-DISNEYLAND-RIDES-CLOSE-facebook.jpg

Andrew E Larson Flickr

http://image.slidesharecdn.com/brandpositioning-140218144028-phpapp02/95/brand-positioning-7-638.jpg?cb=1412997384

http://7-themes.com/data_images/out/46/6928725-nike-lebron-wallpaper-hd.jpg

http://pichost.me/1931722/

http://stylerumor.com/wp-content/uploads/2013/07/Louis-Vuitton-W-and-Capucines-Bags-Ad-Campaign-Featuring-Michelle-Williams-5.jpg

CREATED BY

P. VISHAL, IIT MADRAS

DURING AN INTERNSHIP

UNDER PROF. SAMEER

MATHUR, IIM LUCKNOW

WWW.IIMINTERNSHIP.COM