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Brand positioning ppt (2)
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Brand positioning ppt (2)

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Brand positioning ppt (2) Brand positioning ppt (2) Presentation Transcript

  • “ 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
  • IDENTIFICATION OF THESOURCE OR THE MAKER OFTHE PRODUCT.
  • VALUABLE FUNCTIONSFOR FIRMS.
  • TO SECURE A COMPETITIVE ADVANTAGE.
  •  BETTER EARNING AND PROFIT PERFORMANCE.
  •  PHYSICAL GOOD SERVICES A STORE A PERSON A PLACE AN ORGANIZATION AN IDEA
  •  A PERSON( SHAHRUKH KHAN, AMIR KHAN) AN IDEA (FAMILY PLANNING, BLOOD DONATION) AN ORGANIZATION( BRILA GROUP, UNICEF etc.)
  • IF WE’RE GOING TOLEARN POSITIONING ITIS NECESSARY TO KNOWABOUT TWO MARKETGURUS……
  •  Rule of thumb: when we talk about competitor the new term comes in- DIFFERENTIATION
  • Positioning is… VS
  • Take an example of mobile phone…. RELIABLE STYLISH BUSINESS HI-TECH CLASS
  • RELIABLE
  • HI-TECHAPPLE IPHONE
  • STYLISHSONY MOBILES
  • BUSINESS CLASS BLACKBERRY
  •  The easy way to get in to a person’s mind is to be first. Example : xerox, maggi, The Hindu Newspaper
  •  The basic approach is not to create something new or different, but manipulate what’s already in the mind of consumer… Example: fair & lovely
  • I wish to marry to a handsome man keY inSighT…
  •  Conventional logic says you find concept inside product. “Not true”Its about looking inside the prospect’s mind
  •  sprite You won’t find an uncola idea in It inside cola drinker’s head
  • The Brand name Why???
  • Simple Eg. Lux, Tajmahal Meaningful Eg. Close up, fair & lovely
  • Likeable Eg. Bingo, Nano, Scorpio etc.Global Eg. Tajmahal, amazon.comProtectable Eg. Xerox, maggi etc.