Developing and

Establishing an

Effective Brand

Positioning

Priyanka IIT Kanpur

What is POSITIONING ?

Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

The real trick...

Strike the right balance between what the brand is and what it could be

How to determine positioning ?

1. Determining a frame of reference by identifying target market and relevant competition

Identifying and Analyzing Competitors

VS

Coca-Cola missed seeing the market for coffee bars that eventually impinged on its soft-drink business

2. Identifying optimal points of parity and points of difference

VS

Savlon highlighted its ‘no sting’ property as the key differentiator

3. Creating a brand mantra to summarize the positioning and essence of the brand

Disney adopted an internal brand mantra of “fun family entertainment” to serve as a screen for proposed ventures

Establishing Brand Positioning

After determining the brand positioning strategy, marketers should communicate it to everyone so it guides their words and actions

One helpful schematic to do so is a brand-positioning

Bull’s-eye

Alternative Approach to Positioning

1.Brand Narratives and Storytelling 2.Brand Journalism 3.Cultural Branding

Positioning and Branding a Small Business

Building brands for a small business is a challenge because these firms have limited sources and budgets. Apart from focus and consistency, they require creativity for positioning and branding

Recap

• Definition of positioning • Methods to determine positioning • Establishing brand positioning • Alternative approach to positioning • Positioning and branding a small business