How To Develop & Establish An Effective

Positioning In The Market

Create Positioning:

Designing a company’s offering and image to occupy

a distinctive place in the minds of the target market.

Step 1: Determining A

Competitive Frame Of Reference

Defined as the other brands a brand

competes with which should be the focus of competition analysis.

Identifying Competitors

Determination of category membership.

Step 2:Identifying Optimal Points Of Difference And Points Of Parity

Point Of Parity: They are birds.Point Of Difference: They are different types of birds .

Savlon use ‘no-sting’ property to differentiate itself from

Dettol and remove category perceptions.

Step 3:Create a Brand

Mantra- Defining the brand

Criteria for a Brand Mantra

1. Communicate2. Simplify3. Inspire

Alternative Approach To Positioning

1.Brand Narratives2.Brand Journalism3.Cultural Branding

Positioning and Branding a

Small Business- Guidelines

1. Conduct low-cost marketing research2. Focus on Building one or two strong brands3. Employ strong brand elements4. Create loyal brand community5. Leverage secondary associations