Brand positioning ppt (2)

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Brand positioning ppt (2)

  1. 1. “ A name, term, sign, symbol,design, or a combination of them,intended to identify the goods orservices of one seller or group ofsellers and to differentiate themfrom those of competitors.”- American Marketing Association
  2. 2. IDENTIFICATION OF THESOURCE OR THE MAKER OFTHE PRODUCT.
  3. 3. VALUABLE FUNCTIONSFOR FIRMS.
  4. 4. TO SECURE A COMPETITIVE ADVANTAGE.
  5. 5.  BETTER EARNING AND PROFIT PERFORMANCE.
  6. 6.  PHYSICAL GOOD SERVICES A STORE A PERSON A PLACE AN ORGANIZATION AN IDEA
  7. 7.  A PERSON( SHAHRUKH KHAN, AMIR KHAN) AN IDEA (FAMILY PLANNING, BLOOD DONATION) AN ORGANIZATION( BRILA GROUP, UNICEF etc.)
  8. 8. IF WE’RE GOING TOLEARN POSITIONING ITIS NECESSARY TO KNOWABOUT TWO MARKETGURUS……
  9. 9.  Rule of thumb: when we talk about competitor the new term comes in- DIFFERENTIATION
  10. 10. Positioning is… VS
  11. 11. Take an example of mobile phone…. RELIABLE STYLISH BUSINESS HI-TECH CLASS
  12. 12. RELIABLE
  13. 13. HI-TECHAPPLE IPHONE
  14. 14. STYLISHSONY MOBILES
  15. 15. BUSINESS CLASS BLACKBERRY
  16. 16.  The easy way to get in to a person’s mind is to be first. Example : xerox, maggi, The Hindu Newspaper
  17. 17.  The basic approach is not to create something new or different, but manipulate what’s already in the mind of consumer… Example: fair & lovely
  18. 18. I wish to marry to a handsome man keY inSighT…
  19. 19.  Conventional logic says you find concept inside product. “Not true”Its about looking inside the prospect’s mind
  20. 20.  sprite You won’t find an uncola idea in It inside cola drinker’s head
  21. 21. The Brand name Why???
  22. 22. Simple Eg. Lux, Tajmahal Meaningful Eg. Close up, fair & lovely
  23. 23. Likeable Eg. Bingo, Nano, Scorpio etc.Global Eg. Tajmahal, amazon.comProtectable Eg. Xerox, maggi etc.

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