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Brand
Positioning
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What is Brand Positioning ?
Target consumers reason to buyyour brand in preference to others
To ensure that all brand activity :
Has a common purpose
Is guided, directed and delivered by the brands benefits/ reasons to buy
Is focussed at all points of contact with the consumer
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Brand Positioning Opportunities from Consumer
Understanding
Levelo
fsatisf a
ction
Level of Importance
Hygiene Factor
Are you the first mover to own
category ? Can you raise the bar ?
Low High
Current Differentiator
Can you significantly outperform ?
Establish new measure of
performance ?
Critical Need gap either for whole
market or specific segment
Un-critical need gap
Can you convince consumers tore-evaluate needs ?
High
2 E Need Classification Grid
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Determining Competitive Strategy
The positioning you choose for your brand will be influenced by
the competitive stance you want to adopt
Remain leader
Take leader head on
Capitalise on leaders relative weakness
Find a niche
Change rules of the game
Any examples ?
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A Brands Position is a combination of
several elements
BRAND PRINT
Marico-Brand Positioning Tool
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Brand Print
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Brand Print
Model for brand positioning, brand
equity and brand architecture.
Amalgamation of Marico and industry
best practices
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Brand Print : Properties
Simple
Brief
Multipurpose Positioning
Vision
Extensions Not only What but also How
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Brand Print : Process
Current Print ( the building block)
Basic expression of the positioning and the
equity of the brand
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Brand Print : Process
Current Print ( the building block)
Basic expression of the positioning and the
equity of the brand
Vision Print
To re-engineer the brand to take
advantage of changing opportunities (or
threats) in the marketplace
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Brand Print : Process
Current Print ( the building block)
Basic expression of the positioning and the equity of the
brand
Vision Print To re-engineer the brand to take advantage of changing
opportunities (or threats) in the marketplace
Extension Print
To tap an extension opportunity without undermining themaster brand
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Single most compelling
reason for the consumer tochoose the brand
The chooser of the brand, who
may be the buyer or the user(should be defined in terms of
attitude, behavior, values aswell as socio economics)
Brand OpportunityThe market & alternative
choices as seen by the
consumer
Is that one aspect of the
consumer which shows you howa brand can best solve aproblem or create an
opportunity for themWays in which the brand
solves consumer problems oroffers an improvement in
some aspect of their life
(functional, emotional,
sensory or self expressive)
Proof that our benefit delivers its
promise & substantiates positioning
Unique, long term personality, image orattitude of the brand, which will drive
preference over time for your brand
Distinctive & consistent visual/audioproperties of the brand by which theconsumer instantly recognizes andconnects with the brand at all points of
contact
Distillation of thebrands genetic codeinto one clear,
defining thought
3 Brand Opportunity
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Brand Audience Person for whom the brand is - or wants to be - the
first choice.
Chooser of the brand. Not always the user/consumer
Demographic
Psychographic
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Brand Audience : Examples
Dove bar Women 30-50, beginning to feel the effects of dry
skin. Pragmatic soap users but still want the best care.
Need to know a product works before buying it
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Brand Audience : Examples
Axe Deo
14 - 25 year old men
Fairly trendy, limited in experience withwomen
Seduction a way of defining themselves as
individuals and men Peer group approval is critical
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefits Evidence
Character
Identity Marks
Differentiator
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Competitive Choices
From the consumers point of view
Who loses when we win ?
Who wins when we lose ?
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Comp Choices : Examples
Dove Bar
Premium / upper mass soaps
Face washes
Regular soaps (uptrades)
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Competitive Choices
Need not necessarily be in the same
category
Swatch Economy watches
Fashion accessories
Airlines v/s Rail
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefits Evidence
Character
Identity Marks
Differentiator
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Insight
Not so obvious aspect of the consumers life
Elicits Aha, you know me
Retrospectively Self evident Resides in the consumer
Not brand forward
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Insight
One aspect of the consumer which shows you
how your brand can solve a problem or create
an opportunity for them.
Often unlocks the brand for the consumer
helps overcome the brand barrier
Great brands are often built on the back of
great insight
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Some questions to ask Is your insight really evocative?
Is it enduring?
Is it critical and strong enough to support your positioning?
Is it distinct from what competitors are using ?
Can it be laddered to a higher order benefit?
Do we have the short-term & long-term capability to serve the insight?
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Insight : Examples Axe : The mating game is a major
preoccupation for young men. Feeling,
looking and smelling good are essential to
success
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Insight
Can straddle different layers
Life Insight
Category Insights
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Benefit
What the brand does for the consumer
or solves consumers problem
or, offers an improvement in someaspect of their life
provides an answer to
whats in it for me?
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Benefit Functional
what tangible benefit does it deliver better than competition
Emotional How does it make me feel?
Self Expressive
what does it enable me become?
Sensory How is the experience ?
As a category evolves & moves towards parity, emotional / self
expressive benefits become more critical
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Single minded vs Multiple Benefits
Single minded
Single benefit OR a tight set of related benefits
Only Saffola takes care of your heart
Sundrop oil makes your food light and non-oily, thus making it taste great
Multiple promises
Several benefits
Vicks Action 500 offers quick and complete relief from colds, blocked noses and
headaches
Trade-off
Resolve trade off in consumers mind
Surf Excel removes the toughest stains from clothes, without damaging
them in any way
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Single minded vs. Multiple Benefits vs. Trade Off
If crowded market, then focus to differentiate
If already in niche, grow by straddling more benefits e.g.,
If market leader then expand to own the category orbecome arange brand
What works best ?
Primarily be single minded and focused.
However
Take into account Brands objective w.r.t. category
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Evidence
Proof that it works - Addresses the barrier I dont
believe
Evidence of how and why the brand is better than
alternative brands, could include
Product details
Who recommends it
Which opinion leaders use it
Heritage and expertise
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Evidence : Examples
Dove bar: Indicts soap with clinical
proof.
Contains 1/4 moisturising cream. Conviction of its users.
Recommended by Doctors. ph neutral
Rolex : Worn by worlds high achievers,
crafted from a single piece of metal
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Evidence
Often Offers opportunity to innovate
and provide news on same benefit
e.g Saffola - LOSORB
While writing evidence - Need to ensure
Link between Benefit and Evident
Avoid manufacturers specifications- unless it can create
news value
Ensure your evidence is still relevant
Consumer friendly language
Try to build in uniqueness
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Character
Describes what the brand stands for
and believes in (Values)
Describes how it behaves, including its
style of communication with its
audience (Personality)
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Character : Examples
Marlboro : Masculine, free-spirited, adventurous
Nike : Expert, Passionate
Dove bar: Confident, Nurturing, capable, understated yet elegant.
Axe : Masculine, surprising, authentic, individual, unpretentious, cool.
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Identity Marks
Visual (or other) identity of the brand
Elements which distinguish the brand
from others
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Identity Marks : Examples
Visual / signs
Nike : Swoosh
Vicks : Triangle
Sounds
Titan Jingle
Britannia ting
All your proprietary assets / trademarks are not Identity
marks
e.g Saffola Heart v/s Saffola Nutrichart
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Differentiator
Expresses in one brief sentence what gives
the brand its competitive edge
Single most compelling reason for theconsumer to choose the brand
and not its competitors
Selected from all the elements of the Brand
Print, but not using them all
Creates barriers to switching
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Differentiator : Examples Dove bar
Only Dove wont dry my skin (like soap
can), because it contains 1/4 moisturizing
cream
Axe : Only brand cool enough to help me
get the girl
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*Point to note *
Differentiator v.s Hygiene factors Hygiene factors
Form base requirements of category that all brands
must meet E.g.
Airlines - Safety
Food- Taste
Hygiene factors may not grant a win but
absence of them could lead to failure
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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The distillation of the brands genetic
code into one clear thought.
Essence or Core of the brand Long term feature vs. other features of
the print that may change over time or
across extensions
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Print : Examples
Dove : Feminity restored
Lux : Dreams of beauty
Closeup : Confident closeness
Virgin : Robin Hood
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Print : Elements Brand Audience
Competitive Choices
Insight
Benefit Evidence
Character
Identity Marks
Differentiator
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Vision Print
Tools :
Current Brand Print
Where the brand is now
Vision Brand Print
Where it could - or should - be
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Extension Print
Master-brand Print
Extension Brand Print
Identify opportunity and justification
What the extension borrows and what it
builds
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Checklist for Brand Print
Is it unique and differentiated vs. competition?
Is it relevant and motivating to the target customer?
Is it relevant to all major geographic markets and
businesses?
Is the proposition substantiated with unique, relevant and
difficult to copy products
Is it sustainable can it be delivered consistently across all
points of contact with the consumer ?
Does it help the organisation realise its financial goals?
Is it able to align and inspire the organisation?
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Brand Positioning Statement
How would your TA would describe the brand to a friend(written in the TAs language )
Why buy me in preference to others ?
(Brand Name) IS THE ONLY ________________________
THAT ___________________________________________
BECAUSE _______________________________________
From Current to Future Brand
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From Current to Future Brand
This move signifies a shift in consumer perception
regarding the brand that you want to undertake
Identifying perceptual shifts will highlight if the future
brand Print is drastically different from what your brandcurrently is, and hence too difficult to achieve
Current Brand Print Desired Brand Print
Perceptual shifts
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