8/13/2019 LESSON 5- Building Strong Brands Positioning
1/40
VL_IXILEI
8/13/2019 LESSON 5- Building Strong Brands Positioning
2/40
VL_IXILEIEB
!Acc gar`jtieb stratjby is duict le _XV!In a olgpaey hljs ae jxojccjet mld ln
plsitileieb, tkje it oae wlr` lut tkj r
its gar`jtieb pcaeeieb aeh histjrjetianrlg its plsitileieb stratjby.
8/13/2019 LESSON 5- Building Strong Brands Positioning
3/40
VL_IXILEIEB- tkj aot ln hjsibeieb tkjolgpaeys lstjrieb aeh igabj tl loou
histieotivj pcaoj ie tkj gieh ln tkj tarbgar`jt.
8/13/2019 LESSON 5- Building Strong Brands Positioning
4/40
VL_IXILEIEB 7olevieoieb rjasle nlroustlgjrs tl duy tkj prlhuot (Oustlg
Nlousjh ^acuj Vrlplsitile)Olgpaey &
VrlhuotXarbjt Oustlgjrs Djejfits Vrioj ^
^lcvl _tatilewable
_anjty-olesoilusupsoacj nagicijs
Huradicity
&
sanjty
46 %prjgiug
gls
Hlgiels Vizza
Olevjeijeoj Giehjh
Vizza Clvjrs
Hjcivjry _pjjh
aeh Bllh Quacity16 %
prjgiug
A b
hjcivylur
8/13/2019 LESSON 5- Building Strong Brands Positioning
5/40
VL_IXILEIEB
!!"#$%$&' )& *)+$,)&$&' -"./$-"+ %"6"-4 ?-41" )? -"?"-"" 8: $%"&,?:$&' 64-'
14->"6+2 #)1*",,)& 4&% $%"&,?:$&' 6
*)$&6+=)?=*4-$6: 4&% *)$&6+=)?=%$0"-"&
8-4&% 4++)#$4,)&+3
8/13/2019 LESSON 5- Building Strong Brands Positioning
6/40
OLGVJXIXI^J NTAGJ LN TJNJTJEOJ -wkiok draehs hl ylu olgpjtj witk
!Hjtjrgiej Oatjblry Gjgdjrskip psudstitutjs Ol`j & Vjpsi, DHL DVI ae
!Xarbjt gar`jt aeh Olgpjtitile arj `jhjtjrgieaets
!VLVs aeh VLHs
8/13/2019 LESSON 5- Building Strong Brands Positioning
7/40
VLH
!attridutjs lr djejfitsolesugjrs strlebcy assloiatj
witk a draeh, plsitivjcyjvacuatj it aeh djcijvj tkat
tkjy oaeelt fieh tkj sagjjxtjet witk a olgpjtitivjdraeh.
8/13/2019 LESSON 5- Building Strong Brands Positioning
8/40
? Hs tkat oae ga`j Draeh Assloiatile a
Hjsiradicity rjcjvaet -
Hjcivjradicity
Histjrjetiadicity histieotivj aeh supjri_pcjeha vs. Jquac
8/13/2019 LESSON 5- Building Strong Brands Positioning
9/40
VLV -4++)#$4,)&+ 6;46 4-" &)6 &"#"++4-$9: 6) 6;" 8-4&% 8/6 14: $& ?4#62 8" +;4-"% 7$6
)6;"- 8-4&%+34 NLTG_OAXJBLTY VLV - assloiatiles olesugjrs vijw as
jssjetiac tl dj a cjbitigatj aeh orjhidcj lstjrieb
witkie a ojrtaie prlhuot lr sjrvioj oatjblry.
OLGVJXIXI^J VLV - assloiatiles hjsibejh tl ejbatjolgpjtitlrs pliets-ln-histjrjeoj.
8/13/2019 LESSON 5- Building Strong Brands Positioning
10/40
VLH _. VLV!" #$ &'()*+* & ,$)-./$6/,&1).4 $- & ,&1.)'?8&1 &..1):?.* $1 :*-*>.2 &
-?=:*1 $6 '$-;?=*1; =?;. :*8)*+* .(&. .(* :1&-0 ); 37$$0 *-$
.(&. 0)=*-;)$-"
8/13/2019 LESSON 5- Building Strong Brands Positioning
11/40
GZCXIVCJ NTAGJ_ LN TJNJTJEOJ - 56 $+ &)6 /&4 8-4&% 6) $%"&,?: 1)-" 6;4& )&" 4#6/49 )- *)6"&,49 #)1
?-41" )? -"?"-""2
_XATDZO@_ Quio`-sjrvj rjstauraets aeh olevjeijeoj sklps (GoH
Hue`ie' Hleuts).Ietjehjh VLHs gibkt dj quacity, igabjaeh varijty0 ietjehjh VLVs gibkt dj olevjeijeoj aeh va
_upjrgar`jt draehs nlr klgj olesugptile (Nlcbjrs aEJ_OAN). Ietjehjh VLHs gibkt dj quacity, igabj, jxpjaeh nrjskejss0 ietjehjh VLVs gibkt dj olevjeijeoj aeh
8/13/2019 LESSON 5- Building Strong Brands Positioning
12/40
J_XADCI_KIEB OAXJBLTY GJGDJT_K! Gar`jtjrs gust ienlrg olesugjrs ln a draehs
oatjblry gjgdjrskip
! Xkjy `elw dut tkjy arj elt olevieojh! Xkjy gay acsl dj aciatjh ie oatjblrijs tkjy hl el
kavj gjgdjrskip ln
! RKAX XL HL= VL_IXILE- ienlrg olesugjrs ln a drgjgdjrskip djnlrj statieb its pliet-ln-histjrjeoj.
8/13/2019 LESSON 5- Building Strong Brands Positioning
13/40
Olggueioatieb Oatjblry Gjgdjr!Aeelueoieb oatjblry djejfits!Olgparieb tl jxjgpcars!Tjcyieb le tkj hjsoriptile ln
tkj prlhuot.
8/13/2019 LESSON 5- Building Strong Brands Positioning
14/40
OKLL_IEB VLV AEH VLH! VLVs arj hrivje dy tkj ejjhs ln oatjblry gjgdjrs
orjatj oatjblry VLVs) aeh tkj ejojssity ln ejbatie
olgpjtitlrs VLHs (tl orjatj olgpjtitivj VLVs).
! Gar`jtjrs gust hjoihj at wkiok cjvjc(s) tl aeoklr tdraehs pliets-ln-histjrjeojs.
! At tkj clwjst cjvjc arj tkj draeh attridutjs.! At tkj ejxt cjvjc arj tkj draehs djejfits.! At tkj tlp cjvjc arj tkj draehs vacujs.
8/13/2019 LESSON 5- Building Strong Brands Positioning
15/40
OTJAXIEB VLV AEH VLH! Gaey attridutjs lr djejfits tkat ga`j up tkj VLV &
arj ejbativjcy olrrjcatjh.
! In olesugjrs ratj tkj draeh kibkcy le lej partioattridutj lr djejfit, tkjy acsl ratj it pllrcy le aeigplrtaet attridutj.
! Zenlrtueatjcy, olesugjrs typioaccy waet tl gaxdltk attridutjs aeh djejfits.
! Xkj djst apprlaok is tl hjvjclp a prlhuot aeh stkat pjrnlrgs wjcc le dltk higjesiles.
8/13/2019 LESSON 5- Building Strong Brands Positioning
16/40
OTJAXIEB VLV AEH VLH
8/13/2019 LESSON 5- Building Strong Brands Positioning
17/40
VL_IXILEIEB _XAXJGJEX_Xl (tarbjt brlup aeh ejjh) ,
lur (Draeh),is (tkj oleojpt)tkat (wkat tkj VLH is lr hljs).
8/13/2019 LESSON 5- Building Strong Brands Positioning
18/40
DlysjeXkj Quacity Ylu Oae XrustAcas`aRaca Vahie Xatacl _a! GjracolGay Ciwaeab aeb Dukay Gjroury HrubEa`a`asiburl, Baglt ay Cabieb Dabl CDOKari eb Vahaca Gaxs_arap tl tkj Dlejs Gjtrldae`Ylurj Ie Bllh kaehs Tjdisol_arap eb Niccieb Gl Tjh Klrsj DjjrItl Aeb Xaga ZNO OatokupXagis Aebkaeb OjetrugAcways Olgpcjtj, Nrlg A tl ]ieo
8/13/2019 LESSON 5- Building Strong Brands Positioning
19/40
8/13/2019 LESSON 5- Building Strong Brands Positioning
20/40
HINNJTJEXIAXILE _XTABJBY! Xkj ldvilus gjaes ln histjrjetiatile, aeh lntje gl
olgpjccieb lejs tl olesugjrs, rjcatj tl aspjots ln
prlhuot lr sjrvioj.
8/13/2019 LESSON 5- Building Strong Brands Positioning
21/40
HINNJTJEXIAXILE _XTABJBY! Olgpjtitivj ahvaetabj is a olgpaeys adicity ie le
glrj ways tkat oaeelt gatok
! Oustlgjrs gust sjj aey olgpjtitivj ahvaetabj as oustlgjr ahvaetabj.
8/13/2019 LESSON 5- Building Strong Brands Positioning
22/40
NLTG_ LN HINNJTJEXIAXILE! Vjrsleejc Histjrjetiatile! Djttjr-traiejh pjlpcj - strlebolgpjtitivj ahvaetabj
8/13/2019 LESSON 5- Building Strong Brands Positioning
23/40
NLTG_ LN HINNJTJEXIAXILE! Okaeejc Histjrjetiatile -Olgpjtitivj ahva
tkrlubk - hjsibe histridutile okaeejcs olvjjxpjrtisj &pjrnlrgaeoj
8/13/2019 LESSON 5- Building Strong Brands Positioning
24/40
NLTG_ LN HINNJTJEXIAXILE! Igabj Histjrjetiatile- Klw tkj pudcio pjr
tkj olgpaey lr its prlhuots! Ihjetity- klw a olgpaey aigs tl ihjetiny/plsit
lr its prlhuot
8/13/2019 LESSON 5- Building Strong Brands Positioning
25/40
VTLHZOX CINJ OYOCJ! Vrlhuots kavj a cigitjh cinj.! Vrlhuot sacjs pass tkrlubkhistieot stabjs, jaok plsieb
histjrjet okaccjebjs,
lpplrtueitijs, aeh prldcjgs tl
tkj sjccjr.! Vrlfits risj aeh nacc at histjrjet
stabjs ln tkj prlhuot cinj oyocj.
8/13/2019 LESSON 5- Building Strong Brands Positioning
26/40
8/13/2019 LESSON 5- Building Strong Brands Positioning
27/40
VCO Ietrlhuotlry _tabj! Kibk Vrioj dut prlfits arj ejbativj lr clw! Vrlgltileac jxpjehiturjs arj at tkj kibkjst! Ienlrg pltjetiac olesugjrs.! Iehuoj prlhuot triac.! _jourj histridutile ie rjtaic lutcjts.
! Tibkt tigj tl ietrlhuoj! rjwarhieb, dut ris`y aeh jxpjesivj.! Oae olgj catjr in oae drieb supjrilr tjokelclby,
lr draeh strjebtk.
8/13/2019 LESSON 5- Building Strong Brands Positioning
28/40
VCO Ietrlhuotlry _tabj! Gust ieelvatj nast huj tl sklrtjeieb VCOs! Gar`jt pilejjr baies tkj glst ahvaetabj.! Tjoacc! Dut elt acways tkj oasj
8/13/2019 LESSON 5- Building Strong Brands Positioning
29/40
VCO Brlwtk _tabj! Tapih ocigd ie sacjs - Jarcy ahlptjrs ci`j tkj prlhuo
ahhitileac olesugjrs start duyieb it.
! Ejw olgpjtitlrs jetjr! Vrioj is tkj sagj lr naccs scibktcy! Gaietaie prlgltileac jxpjehiturjs lr at a scibktcy
cjvjc tl gjjt olgpjtitile aeh gar`jt jhuoatile
! _acjs risj guok nastjr tkae prlgltileac jxpjehiturga`ieb Vrlfits ieorjasj.
! Gaeunaoturieb olst hrlps huj tl cjareieb ourvj
8/13/2019 LESSON 5- Building Strong Brands Positioning
30/40
VCO Brlwtk _tabj _tratjbijs! Igprlvj prlhuot quacity aeh ahh ejw njaturjs aeh
stycieb.
! Ahh ejw glhjcs! Jetjr ejw gar`jt! Ieorjasj histridutile olvjrabj aeh jetjr ejw histri
okaeejcs.
! _kints nrlg prlhuot-awarjejss ahvjrtisieb tl prlhuprjnjrjeoj ahvjrtisieb.
! Clwjr priojs tl attraot tkj ejxt cayjr ln prioj-sjesit
i
8/13/2019 LESSON 5- Building Strong Brands Positioning
31/40
VCO Gaturity _tabj! tkj ratj ln sacjs brlwtk wicc sclw hlwe! Elrgaccy casts clebjr tkae tkj prjvilus stabjs aeh
okaccjebjs
! Iehustry Vioturj! Gaey olgpjtitlrs wklsj ldmjotivj is tl baie lr
gar`jt skarj
! Hlgieatieb dy njw biaet firgs tkat sjrvj tkj wkaeh ga`j tkjir prlfits gaiecy tkrlubk kibk vlcu
! _urrluehjh guctituhj ln gar`jt eiokjrs
VCO G i _
8/13/2019 LESSON 5- Building Strong Brands Positioning
32/40
VCO Gaturity _tabj!Xkj gaturity stabj is hivihjh ietl tkrjj pka!
Brlwtk, wkjrj tkj sacjs brlwtk ratj starts tl hj
! _tadcj, wkjrj sacjs fflattje le a pjr oapita dasis dgar`jt saturatile
! Hjoayieb gaturity, wkjrj tkj adslcutj cjvjc ln stl hjociej, aeh oustlgjrs djbie switokieb tl ltprlhuots
VCO G i _ _
8/13/2019 LESSON 5- Building Strong Brands Positioning
33/40
VCO Gaturity _tabj _tratjby! wkjtkjr tl djolgj lej ln tkj dib tkrjj lr pursuj
stratjby
! adaehle wja`jr prlhuots aeh oleojetratj le prlharj glrj prlfitadcj lr le ejw prlhuots
! Gar`jt Glhifioatile - try tl jxpaeh tkj gar`jt nldraeh dy wlr`ieb witk tkj naotlrs tkat ga`j up sa
eugdjr ln draeh usjrs lr usabj ratj pjr usjr.
8/13/2019 LESSON 5- Building Strong Brands Positioning
34/40
VCO G t it _t _t t
8/13/2019 LESSON 5- Building Strong Brands Positioning
35/40
VCO Gaturity _tabj _tratjby! Vrlhuot Glhifioatile glhiny prlhuot okaraotjri!
Quacity igprlvjgjetaigs at ieorjasieb tprlhuots nueotileac pjrnlrgaeoj (dibbjr
! Njaturj igprlvjgjet aigs at ahhieb ejwtkat jxpaeh tkj prlhuots pjrnlrgaeoj, v
sanjty, lr olevjeijeoj.! _tycj igprlvjgjet aigs at ieorjasieb tkj
ajstkjtio appjac
8/13/2019 LESSON 5- Building Strong Brands Positioning
36/40
VCO H ci _t
8/13/2019 LESSON 5- Building Strong Brands Positioning
37/40
VCO Hjociej _tabj!_acjs hjociej!tjokelclbioac ahvaeojs, skints ie olesugjr tastj
hlgjstio aeh nlrjibe olgpjtitile.
!Cjah tl lvjroapaoity, ieorjasjh prioj-outtieb, aeh pjrlsile.
!As sacjs aeh prlfits hjociej, slgj firgs witkhraw nrlgar`jt.
!Xklsj rjgaieieb gay rjhuoj tkj eugdjr ln prlhuo
VCO H ci _t
8/13/2019 LESSON 5- Building Strong Brands Positioning
38/40
VCO Hjociej _tabj!Ieorjasj ievjstgjet!
Gaietaie ievjstgjet - ueojrtaiety rjslcvjh!Hjorjasj ievjstgjet sjcjotivjcy!Gic` ievjstgjet - rjolvjr oask quio`cy!
Hivjst dusiejss quio`cy
8/13/2019 LESSON 5- Building Strong Brands Positioning
39/40
8/13/2019 LESSON 5- Building Strong Brands Positioning
40/40
RKAX I_ YLZT
NA^LZTIXJVL_IXILE
Top Related