Brand PositioningPresented by Amit shukla Roll no 40 MBA 05

Vinay sharma Roll no 34 MBA 05

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Brand positioning

DEFINITION OF A BRANDA BRAND . . .

IS A PROMISE TO CONSUMERS IS HOW AN AGENCY DEFINES AND DIFFERENTIATES ITSELF IS DEFINED BY CONSUMERS PERCEPTIONS AND EXPECTATIONS SPEAKS LOUDLY ABOUT WHAT AN AGENCY STANDS FOR

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Brand positioning

Brand Positioning

The position of a brand is the perception it brings about in the mind of a target customers. This perception reflects the essence of the brand in terms of its functional and non functional benefits in the judgement of that customers.

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Brand positioning

POSITIONING. . .TOOTHPASTE EXAMPLEDental Care

Toothpaste

Floss

Tooth Brush

Mouth Wash

Professional Assistance (Dentist)

Fight Cavities

Fresh Taste

Whitens Teeth

Fresh Breath

Key Product Attributes

Brand positioning

Brand Choices Crest Rembrandt Aim AquaFresh Close Up Listerine Mentadent Colgate

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The

Publics

Perception5Brand positioning

The Concept of Customer-Based Brand Equity

Customer-based brand equityDifferential effect Customer brand knowledge Customer response to brand marketing

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Brand positioning

Customer-Based Brand Equity Model

ConsumerBrand Resonance

INTENSE, ACTIVE LOYALTY

Consumer Judgments

Consumer Feelings

RATIONAL & EMOTIONAL REACTIONS

Brand Performance

Brand Imagery

POINTS-OFPARITY & POINTS-OFDIFFERENCE

Brand SalienceBrand positioning

DEEP, BROAD BRAND AWARENESS

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Salience Dimensions

Depth of brand awarenessEase of recognition & recall Strength & clarity of category membership

Breadth of brand awarenessPurchase consideration Consumption consideration

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Brand positioning

Performance Dimensions

Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price

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Brand positioning

Imagery Dimensions

User profilesDemographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity

Purchase & usage situationsType of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage

Personality & valuesSincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiencesNostalgia Memories

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Brand positioning

Judgment Dimensions

Brand qualityValue Satisfaction

Brand credibilityExpertise Trustworthiness Likability

Brand considerationRelevance

Brand superiorityDifferentiation

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Brand positioning

Feelings Dimensions

Warmth Fun Excitement Security Social approval Self-respect

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Brand positioning

Resonance Dimensions

Behavioral loyaltyFrequency and amount of repeat purchases

Attitudinal attachmentLove brand (favorite possessions; a little pleasure ) Proud of brand

Sense of communityKinship Affiliation

Active engagementSeek information Join club Visit web site, chat rooms

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Brand positioning

Components of PositioningProduct class or the structure of the market in which our brand will compete. Consumer segmentation. Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping. The benefits offer by the brands

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Brand positioning

Product classDefined as the set of the product and the brands which are perceived as substitutes to satisfy some specific consumer needs. What is the structure of the market or the set of the substitutes amongst which our brand is to be positioned? Examples : Detergent brands Maggi

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Brand positioning

Components of PositioningProduct class or the structure of the market in which our brand will compete. Consumer segmentation. Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping. The benefits offer by the brands

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Brand positioning

CONSUMER SEGMENTATION

What is the profile of the consumer to whom our brand will serve and what are our needs? Brand positioning and market segmentation appears to be the hallmarks of the today's marketing research.

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Brand positioning

Components of positioningProduct class or the structure of the market in which our brand will compete. Consumer segmentation. Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping. The benefits offer by the brands

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Brand positioning

Per ept

l

ppi

A techniques that identify the underlying dimensions that differentiate consumer perceptions of the product and the positions of existing products on the dimensions. Techniques of Perceptual mapping:-

Factor Analysis MDS (Multidimensional scaling) Cluster Analysis Conjoint Analysis Image profile Analysis

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Brand positioning

Components of positioningProduct class or the structure of the market in which our brand will compete. Consumer segmentation. Consumer perception of our brand in relation to the competitors, which lead to the perceptual mapping. The benefits offer by the brands.

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Brand positioning

Brand Attributes and Benefits

A consumer can allot a position in her mind only to a brand whose benefit to her .she compares and places brands in relations to these benefits.

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Brand positioning

Positioning with NonFunctional values

Brands are symbols Strong bonding and emotions Self concepts and preferred brands -Buy products consistent with self-image- Avoid products inconsistent with self-image - Trade up to products that enhance the self-image

Brand personalityBrand positioning

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Strategies in Brand Positioning

Who am I ? What am I ? For whom am I ? Why me ?

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Brand positioning

Who am I ?

Positioning by corporate identity.

Positioning by endorsement.

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Brand positioning

What am i?

Category- related positioning Benefit -related positioning Positioning by usage occasions and time. Price- quality positioning

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Brand positioning

For whom I am?

Demographic : Behavioral: Benefits and satisfactions desired: Psychographic:

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Brand positioning

Why me?

Positioning by Unique Attribute

Positioning by Competitors

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Brand positioning

Issues in Implementing Brand Positioning

Establishing Category Membership Identifying & Choosing POP s & POD s Communicating & Establishing POP s & POD s Sustaining & Evolving POD s & POP s

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Brand positioning

Establishing Category Membership

Competitive sets change over time e.g., beer & wine vs hard liquor. Short term vs long term perspective video stores vs downloads, VOIP vs long distance Product proliferation intra brand competition

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Brand positioning

Identifying & Choosing POP s & POD s

Desirability criteria (consumer perspective)Personally relevant Distinctive & superior Believable & credible

Deliverability criteria (firm perspective)Feasible Profitable Pre-emptive, defensible & difficult to attack

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Brand positioning

Communicating & Establishing POP s & POD s

Create POP s and POD s in the face of attribute & benefit trade-offsPrice & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement

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Brand positioning

Sustaining & Evolving POP s & POD s

Core Brand Values & Core Brand Proposition

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Brand positioning

Core Brand Values

Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand. Relate to points-of-parity and points-ofdifferenceMental Map Core Brand Values Brand Mantra

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Brand positioning

Brand Mantras

A brand mantra is an articulation of the heart and soul of the brand.Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

NikeAuthentic Athletic Performance

DisneyFun Family EntertainmentBrand positioning

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Creating a compelling positioning is essential

If you cant create a clear positioning, you have a problem Some common mistakes

Too many benefits Confusing attributes and benefits A vague frame of reference Confusing a positioning with a sloganBrand positioning

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Major Challenges in Positioning

Find compelling & impactful points-ofdifferenceHow do people become aware of their need for your product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product or service? What happens when your product or service is delivered? How is your product installed? How is your product or service paid for?

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Brand positioning

Major Challenges in Positioning

Find compelling & impactful points-ofdifference (cont.)How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no longer used?

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Brand positioning

Brand positioning

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