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CRAFTING THE BRAND
POSITIONING
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1. How Can A Firm Develop And Establish An Effective Position In The Market?
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Identifying an important market gap and addressing it through appropriate differentiation strategies ensures success in the market.
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Creating a compelling, well-differentiated brand positioning requires a keen understanding of consumer needs and wants, company capabilities, competitive actions and most importantly disciplined but creative thinking.
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WHAT IS POSITIONING?
An act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
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POSITIONING HELPS TO:
Clarify brand’s essence
Identify the goals it helps customer achieve
How it does so in a unique way
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GOOD POSITIONING IS
TOWARDS FUTURE!
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But remaining rooted in the present!
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A right balance between what the brand is and what it could be
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The 3 key points on which positiong depends:
Identifying the target market and relevant competition.
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Similarities and differences between competitors.
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Creating a brand mantra that captures public’s imagination!
And finally
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RESULT OF POSITIONING-
Successful creationof a customerfocused Proposition.
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Which
simply
means..
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CREDITS http://www.fontsquirrel.com/
https://images.google.com/
https://evernote.com/skitch/
http://www.colourlovers.com/
Marketing Management : A South Asian Perspective 14th Edition (English)
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That’s all!
Thank you!
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Created by Aditya Goel, IIT Roorkee, during an internship by
Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com