• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Brand Positioning
 

Brand Positioning

on

  • 1,366 views

 

Statistics

Views

Total Views
1,366
Views on SlideShare
1,365
Embed Views
1

Actions

Likes
2
Downloads
0
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • http://www.youtube.com/watch?v=U8wHefHGnY4
  • http://www.youtube.com/watch?v=U8wHefHGnY4
  • http://www.youtube.com/watch?v=U8wHefHGnY4
  • http://www.youtube.com/watch?v=U8wHefHGnY4

Brand Positioning Brand Positioning Presentation Transcript

  • Brand Positioning Prof. Sameer Mathur, Ph.D. © Sameer Mathur 1
  • Overview A) Defining Brand Positioning B) Determining a Frame of Reference C) Points of Parity (POP) & Difference (POD) © Sameer Mathur 2
  • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 3 BTech, IIT Kanpur © Sameer Mathur 3
  • Brand Positioning “. . . the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s minds.” Philip Kotler © Sameer Mathur 4
  • POP’s & POD’s POD’s • Attributes or benefits that consumers strongly associate with a brand • Positively evaluated • Belief that they cannot find to the same extent with a competitive brand POP’s • Not necessarily unique to the brand • May in fact be shared with other brands. © Sameer Mathur 5
  • Subaru Outback Point of Difference(POD) = ALL WHEEL DRIVE 6
  • Determining a frame of reference Point of Difference(PODs) Point of Parity(POPs) © Sameer Mathur 7
  • Determining a frame of reference 4 Steps: 1. Who the target consumer is 2. Who the main competitors are 3. How the brand is similar to these competitors 4. How the brand is different from them © Sameer Mathur 8
  • Brand Positioning Guidelines Defining and communicating the competitive frame of reference Choosing and establishing pointsof-parity and points-of-difference © Sameer Mathur 9
  • Competitive Frame of Reference Defining it for brand positioning is to determine category membership. Inform consumers of a brand’s membership before stating its point of difference in relationship to other category members © Sameer Mathur 10
  • Nova Scotia, Canada Point of Difference(POD) = ALL WHEEL DRIVE 11
  • Eureka, Canada 12
  • Nova Scotia, Canada Point of Difference(POD) = ALL WHEEL DRIVE 13
  • Choosing POP’s & POD’s 1. Personally relevant Desirability criteria Consumer perspective 2. Distinctive and superior 3. Believable and credible © Sameer Mathur 14
  • Choosing POP’s & POD’s 1. Feasible Deliverability criteria Firm perspective 2. Profitable 3. Pre-emptive, defensible, and difficult to attack © Sameer Mathur 15
  • Summary A) Defining Brand Positioning B) Determining a Frame of Reference C) Points of Parity (POP) & Difference (POD) © Sameer Mathur 16
  • Credits • • • http://vwmarketingsolutions.ca/2011/07/branding-part-3-brand-strategy-2/ K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON Subaru All Wheel Drive http://www.youtube.com/watch?v=xlVPiWsrzLA © Sameer Mathur 17
  • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 18 BTech, IIT Kanpur © Sameer Mathur 18