BRAND POSITIONINGProf. Chaitali Chandarana

MeANING

• A brand can hope at best to occupy such a position as a tenant, for periods that will vary according to the quality and quantity of marketing efforts behind that brand.

• Once the core product concept is chosen, it defines the character of the product space in which the new product has to be positioned.

• This is the core thought behind brand positioning - the idea that each brand (if at all noticed) occupies a particular point or space in the individual consumer's mind, a point that is determined by that consumer's perception of the brand in question and in its relation to other brands.

• Positioning, therefore, starts with our understanding or 'mapping' of a prospect consumer's mental perceptions of products.

• Brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.

• The four salient characteristics of a brand position as reflected by the phrases “part”, “target audience”, “actively communicated”, and “demonstrates advantage”.

Comparision with brand identity:

Comparison of the identity with the image will usually result in one of three very different communication tasks being reflected in a brand position statement. Any brand image can be

• Augmented (if a dimension needs to be added or strengthened) e.g., add social group acceptance

• Reinforced and exploited (if the image associations are consistent with the identity and are strong) e.g., reinforce fun and humor ous personality

• Diffused, softened or deleted (if the image is inconsistent with the brand identity) e.g., soften middle-aged-user imagery

Brand positioning Demonstrates An Advantage

• Resonate with the Customer

• Differentiate Oneself from Competitors

• Matching Versus Beating Competitors

KEY points about positioning

• It is a strategic, not a tactical, activity

• It is aimed at developing a strategic, sustainable competitive advantage

• It is concerned with managing perceptions

• Brand image and reputation are the result of the positioning process

Components of positioning

The four basic components of the positioning concept are:

I. Product class

II. Consumer segmentation.

III. Consumer perception

IV. The benefits offered by the brand.

I. PRODUCT CLASS Positioning

• Position in relation to attributes

• Positioning the product in relation to users/ image.

• Position in relation to competetion

• Position directly against competetion

• Positioning away from competetion.

• Positioning in relation to a different product class

II. Approaches to Consumer segmentation positioning

• Undifferentiated Strategy (Commodities like Chilly powder, Rice etc)

• Concentrated strategy (Air Deccan concentrating on Cost factor and not on better seating arrangement/ food)

• Differentiated Strategy (Different size of packaging, Business and Economic Class in airline sector.)

III. Perceptual mapping

• How a product relates to the competition

• Who the nearest competitirs are

• Which product/ service attributes best describes each product.

IV. Brand benefits & Attributes

• Attributes are simple characterstics of a particular product.

• Benefits are a approach about how a brand meets a consumer need.

• Benefits rather than attributes is more powerful in motivating consumers.

• Attribute: Sugarfree is low on calories

• Benefits: Helps you feel good about yourself.

Cornerstone of positioning strategy

• Know your target market

• Distinctive product positioning

• Positioning statements differentiating from competitors by adding value & creating brand personality.

Part Of The Identity

• Look to the Core Identity

• Identify Points of Leverage

• The Value Proposition

• The Target Audience

• Active Communication

Comparing Positioning and Identity

• Comparison of the identity with the image will usually result in one of three very different communication tasks being reflected in a brand position statement. Any brand image can be

• Augmented (if a dimension needs to be added or strengthened) e.g., add social group acceptance

• Reinforced and exploited (if the image associations are consistent with the identity and are strong) e.g., reinforce fun and humor ous personality

• Diffused, softened or deleted (if the image is inconsistent with the brand identity) e.g., soften middle-aged-user imagery

Advantages

• Resonate with the Customer

• Differentiate Oneself from Competitors

• Matching Versus Beating Competitors

Not Every brand is in a Competition…

Positioning Opportunities for a Product

• Finding an unmet consumer need .

• Identifying a product strength that is both unique & important

• Determining how to correct a product weakness and thereby enhance a product’s appeal.

• Changing consumer usage patterns.

• Identifying market segments, which represent the best targets for a product

Qualities of a Successful Positioning

• Relevance

• Clarity

• Distinctiveness

• Coherence

• Commitment

• Patience

• Courage

Types

• Positioning by Corporate Identity

• Positioning by Brand Endorsement

• Category-related positioning

• Benefit-related positioning

• Positioning by usage occasion and time

• Price-Quality positioning

• Positioning on specific product features:

• Positioning a product by its performance

• Positioning on benefits, problem solutions or needs:

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