Date post: | 13-Aug-2015 |
Category: |
Marketing |
Upload: | sameer-mathur |
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Presentation (1)
Developing and Establishing A Brand Positioning
What is a Brand?
A BRAND IS :More than a logoMore than a taglineMore than an ad campaign
POSITIONING
What it is, What it isn’t and why it matters?
Brand experience is assured by
The promise you make
The value you deliver
The personality you convey
The degree by which you differentiate your product
GREAT BRANDSDon’t just happen!
the act of designing the company’s offer and image so that t occupies a distinct and valued place in the target customer’s minds
Philip Kotler
Brand Positioning is
The most important fact aboutBRAND POSITIONING only exists in the mind of your customer.
And you haveto put it there.
POSITIONING REQUIRES:
Deciding on positioning requires
1. Determining a competitive frame of reference
2. Identifying optimal points of parity and points of difference
3. Creating a brand mantra
COMPETITIVE FRAME OF REFERNCE
Defines which other brands are a brand competes with and therefore which brands should be the focus of competitive analysis.
Competitive frame of brands of cars
DETERMINING A FRAME OF REFERNCE
FOUR STEPS ARE :
1. Who the target consumer is
33. How the brand is similar to other
competitors
2. Who the main competitors are
4. How the brand is different from them
SUMMARY
• Why is branding important?
• Defining brand positioning
• Determining a frame of reference
Created by Vaishnavi Ketharnathan, SVCE Chennai, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com