Your SlideShare is downloading. ×
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Katho Branding101_Brand Positioning, Segmenting & Research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Katho Branding101_Brand Positioning, Segmenting & Research

1,226

Published on

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,226
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
54
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Branding 101Positioning, Segmentation & Research @ana_adi | www.anaadi.net
  • 2. Brand positioning strategy is about finding a right place for a brand in market place as well in the consumers’ mind.@ana_adi | www.anaadi.net
  • 3. Positioning strategy says a brand can only stand for one thing in the mind. The more focused the meaning, the stronger the brand.@ana_adi | www.anaadi.net
  • 4. Brand positioning from how you see it@ana_adi | www.anaadi.net
  • 5. Brand positioning Based on what you know, identify: brand identity brand image brand promise target audience profile (age, demographics, education...) persona (describe a consumer) brand competitors (SWOT) point of difference/ unique selling proposition points of similarity@ana_adi | www.anaadi.net
  • 6. Brand positioning Keep in mind: Messaging Design Uniqueness Trust Relevance Inspiration@ana_adi | www.anaadi.net
  • 7. Principles of positioning@ana_adi | www.anaadi.net
  • 8. Positioning mapping (perceptual)@ana_adi | www.anaadi.net
  • 9. Brand positioning seen from a brand touch point@ana_adi | www.anaadi.net
  • 10. @ana_adi | www.anaadi.net
  • 11. Analyze the website or Twitter account you were given and perform the same exercise as before. Note and discuss any similarities or differences.@ana_adi | www.anaadi.net
  • 12. Twitter Twitter Network: www.neuroproductions.be/ twitter_friends_network_browser Twitter Influence: http://twittergrader.com Twitter Sentiment: www.twittersentiment.appspot.com www.socialmention.com@ana_adi | www.anaadi.net
  • 13. effective segmentation needs to be: measurable substantial accessible differentiable Effective positioning needs effective targeting. This requires effective segmentation. identification and profiling of consumers based on their needs and preferences selection of a market segment establishment and communication of distinctive benefits of the brand@ana_adi | www.anaadi.net
  • 14. @ana_adi | www.anaadi.net
  • 15. education & affluence age & life cycle family life cycle life stage urbanization gender race & ethnicity income mobility generation social class lifestyle activities interests opinions@ana_adi | www.anaadi.net
  • 16. Behavioral segmentation attitudes about product purchase: enthusiastic, positive, indifferent, negative, hostile@ana_adi | www.anaadi.net
  • 17. Brand research - When? New company Expansion (product/ brand) Mergers Revitalize/Rejuvenize (Rebranding/Repositioning)@ana_adi | www.anaadi.net
  • 18. Brand research - What for? Determine client/prospect hot buttons and pain-points in the market for a company/product like yours Uncover marketing/advertising mediums primarily used by clients/prospects when searching for a company/product like yours (trade ads, direct mail, internet search etc.) Compare your company/product against competitors Uncover current brand image perceptions of your company/product Develop value proposition Develop positioning Develop brand promise@ana_adi | www.anaadi.net
  • 19. Brand research - How? It depends on what you want to find out (research questions) AND why you are doing the research (research aims)@ana_adi | www.anaadi.net
  • 20. For an introduction to research methods please check Dr. Geana’s presentation on Introduction to Mass Communication Research.@ana_adi | www.anaadi.net

×