Post on 08-May-2015
description
Brand Positioning & Branding
All you need to know about BRANDS!!!
Amar Bysani
Enhancing Your Knowledge
For every step of the way
1Positioning Of Brands
2POP & POD
Brand Mantra
3Role of Brands
4Brand Dynamics Pyramid
5Brand Worth &
Strategies
Positioning of the Brand
No Company can WIN if it’s products and services resemble other’s!
Positioning is the act of designing a company’s offerings and image to occupy a Distinctive place in the minds of the target market and customer.
Brand, Company & Product
Target Customers Benefits Value Proposition
Dominoz – Pizza Convenience – Pizza Lovers’
Delivery, Speed & Quality
Served Hot with 30 min Delivery Promise
Apple – MacBook Students & Families
Ease of use & Value
Super strong OS & After Sales Service
Competitors
➢ Identifying the Competitors is the main criteria in the Success of any product or Brand.
!➢ Categorising each product associated with similar products in other
Brands should be Step 1 in beating the Tension at the top. !➢ The Range and of the many potential Competitors.
NEEM Colgate Salt Close up
Bran
d M
antr
a’s
Qui
zToo much information?
Dimag Ki Batti Jalao
Aah Se Aaha Tak
Just Do It
The Worlds’ Local Bank
I’m lovin it
Think outside the Bun
Let your Fingers do the Walking
Open Happiness
The Happiest Place on Earth
MOOV
Nike
HSBC
Taco Bell
Yellow Pages
Coke
Disney Land
Mentos
Mac Donalds’
Branding & it’s Origin
Brand - BURN
Branding – Initially it was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the Animal’s skin with a Hot Iron Stamp. It was subsequently used in Business, Marketing & Advertising!!
Brand Equity & Role of Brands
The Commercial Value that from Consumer Perception of the Brand Name of a particular Product or Service,rather than from the Product or Service itself.
The most Distinctive skill of a professional Marketers is their ability to Create, Maintain, enhance & Protect Brands.
As Consumers’ lives become more complicated, rushed & time-starved, a brand’s ability to simplify Decision Making becomes Invaluable.
Points of Difference & Points of ParityPOD – Attributes that the Customers strongly associate with a Brand; & believe they could not find to the same extent with a Competitive Brand. Creating a unique and Favourable association is a Real Challenge but essential in the Meantime. Eg. Virgin Airways – Appointing Exotic dancers as Hostess’
POP – On the other hand are attributes that are not Necessarily unique to the Brand in terms of association between the customers & the product; it may be shared with other companies. Eg. Coffee Day
Brand Dynamics Pyramid
Performance
Advantage
Bonding
Relevance
PresenceDo I know about it?
Does it offer Me something?
Can it Deliver?
Does it Offer something Better than others?
Nothing else beats it! Strong Relationship
Weak Relationship
Brand Worth
Strategic Brand Management is a Process which combines the
Design & Implementation of Marketing activities & Programs to
build Measure and Manage Brands to Maximise their Value.
It is a process that follows 5 Steps
Market Segmentation
Financial Analysis
Role of Branding
Brand Strength
Brand Value Calculation
Devising a Branding Strategy
It is often called The Brand Architecture – Reflects the number and nature of both common and distinctive brand elements.
1. It can develop new brand elements for the new product. 2. It can apply some of its existing brand elements. 3. It can use a combination of new and existing brand elements.
A firm has the following 3 main choices in the Critical stage
No two companies can adopt the same strategy for their brand or product; and hence it is important for Brands to formulate their own strategy taking into consideration both competitors And Market position.
Popular Brands
Cut Throat Razor
Other Unique Brands
Any Questions?
Thank You!