SlideShare a Scribd company logo
1 of 20
Download to read offline
Branding 101
Positioning, Segmentation &
          Research

         @ana_adi | www.anaadi.net
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
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
Brand positioning from how you see it




@ana_adi | www.anaadi.net
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
Brand positioning

          Keep in mind:

              Messaging

              Design

              Uniqueness

              Trust

              Relevance

              Inspiration



@ana_adi | www.anaadi.net
Principles of positioning




@ana_adi | www.anaadi.net
Positioning mapping (perceptual)




@ana_adi | www.anaadi.net
Brand positioning seen from a brand touch point




@ana_adi | www.anaadi.net
@ana_adi | www.anaadi.net
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
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
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
@ana_adi | www.anaadi.net
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
Behavioral segmentation    attitudes about product
                            purchase: enthusiastic,
                            positive, indifferent,
                            negative, hostile




@ana_adi | www.anaadi.net
Brand research - When?


           New company

           Expansion (product/ brand)

           Mergers

           Revitalize/Rejuvenize (Rebranding/Repositioning)




@ana_adi | www.anaadi.net
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
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
For an introduction to research methods please
              check Dr. Geana’s presentation on
       Introduction to Mass Communication Research.




@ana_adi | www.anaadi.net

More Related Content

Viewers also liked

Brand Positioning Strategy
Brand Positioning StrategyBrand Positioning Strategy
Brand Positioning StrategyNamit Agarwal
 
Brand positioning Strategy
Brand positioning StrategyBrand positioning Strategy
Brand positioning StrategyTarun K. Biswas
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketingAnu Damodaran
 
Brand Positioning Strategy - Introduction to Branding
Brand Positioning Strategy - Introduction to BrandingBrand Positioning Strategy - Introduction to Branding
Brand Positioning Strategy - Introduction to BrandingRai University Ahmedabad
 
Brand positioning ppt (2)
Brand positioning ppt (2)Brand positioning ppt (2)
Brand positioning ppt (2)Swati Gautam
 
Product Positioning
Product PositioningProduct Positioning
Product Positioningrajesh panda
 
Brand positioning & strategy
Brand positioning & strategy Brand positioning & strategy
Brand positioning & strategy Dominic Mackenzie
 
Brand Positioning
Brand PositioningBrand Positioning
Brand PositioningSj -
 
brand positioning with examples
brand positioning with examplesbrand positioning with examples
brand positioning with examplesLinel Dias
 
Segmentation, Targeting, and Positioning
Segmentation, Targeting, and PositioningSegmentation, Targeting, and Positioning
Segmentation, Targeting, and PositioningMehmet Cihangir
 

Viewers also liked (13)

Brand Positioning Strategy
Brand Positioning StrategyBrand Positioning Strategy
Brand Positioning Strategy
 
Brand Positioning Strategy
Brand Positioning StrategyBrand Positioning Strategy
Brand Positioning Strategy
 
Brand positioning Strategy
Brand positioning StrategyBrand positioning Strategy
Brand positioning Strategy
 
e-Marketing
e-Marketinge-Marketing
e-Marketing
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketing
 
Brand Positioning Strategy - Introduction to Branding
Brand Positioning Strategy - Introduction to BrandingBrand Positioning Strategy - Introduction to Branding
Brand Positioning Strategy - Introduction to Branding
 
Product Positioning
Product PositioningProduct Positioning
Product Positioning
 
Brand positioning ppt (2)
Brand positioning ppt (2)Brand positioning ppt (2)
Brand positioning ppt (2)
 
Product Positioning
Product PositioningProduct Positioning
Product Positioning
 
Brand positioning & strategy
Brand positioning & strategy Brand positioning & strategy
Brand positioning & strategy
 
Brand Positioning
Brand PositioningBrand Positioning
Brand Positioning
 
brand positioning with examples
brand positioning with examplesbrand positioning with examples
brand positioning with examples
 
Segmentation, Targeting, and Positioning
Segmentation, Targeting, and PositioningSegmentation, Targeting, and Positioning
Segmentation, Targeting, and Positioning
 

More from Ana ADI

IULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptxIULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptxAna ADI
 
Social media audits
Social media auditsSocial media audits
Social media auditsAna ADI
 
Marketing/Communication Strategy Fundamentals
Marketing/Communication Strategy FundamentalsMarketing/Communication Strategy Fundamentals
Marketing/Communication Strategy FundamentalsAna ADI
 
Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1Ana ADI
 
Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016Ana ADI
 
Adi & Hobby_2013_Social Media in Higher Education
Adi & Hobby_2013_Social Media in Higher EducationAdi & Hobby_2013_Social Media in Higher Education
Adi & Hobby_2013_Social Media in Higher EducationAna ADI
 
Digital media landscape 2013
Digital media landscape 2013Digital media landscape 2013
Digital media landscape 2013Ana ADI
 
Third Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of LearningThird Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of LearningAna ADI
 
Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012Ana ADI
 
Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012Ana ADI
 
Ana al ayam
Ana   al ayamAna   al ayam
Ana al ayamAna ADI
 
Ana alwatan
Ana   alwatanAna   alwatan
Ana alwatanAna ADI
 
Mendeley
MendeleyMendeley
MendeleyAna ADI
 
Katho Branding course evaluation May11
Katho Branding course evaluation May11Katho Branding course evaluation May11
Katho Branding course evaluation May11Ana ADI
 
Katho New Media course evaluation May11
Katho New Media course evaluation May11Katho New Media course evaluation May11
Katho New Media course evaluation May11Ana ADI
 
Katho New Media syllabus May 2011
Katho New Media syllabus May 2011Katho New Media syllabus May 2011
Katho New Media syllabus May 2011Ana ADI
 
Paisley People
Paisley PeoplePaisley People
Paisley PeopleAna ADI
 
Press Cutting_ E
Press Cutting_ EPress Cutting_ E
Press Cutting_ EAna ADI
 
Communicaton 2.0
Communicaton 2.0Communicaton 2.0
Communicaton 2.0Ana ADI
 
Social Media Tools for Research
Social Media Tools for ResearchSocial Media Tools for Research
Social Media Tools for ResearchAna ADI
 

More from Ana ADI (20)

IULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptxIULM_PR as Social Responsibility.pptx
IULM_PR as Social Responsibility.pptx
 
Social media audits
Social media auditsSocial media audits
Social media audits
 
Marketing/Communication Strategy Fundamentals
Marketing/Communication Strategy FundamentalsMarketing/Communication Strategy Fundamentals
Marketing/Communication Strategy Fundamentals
 
Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1Social Media Landscape_Social media marketing_Vives_webinar 1
Social Media Landscape_Social media marketing_Vives_webinar 1
 
Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016Social Media Marketing and Communication Strategy_syllabus Jan2016
Social Media Marketing and Communication Strategy_syllabus Jan2016
 
Adi & Hobby_2013_Social Media in Higher Education
Adi & Hobby_2013_Social Media in Higher EducationAdi & Hobby_2013_Social Media in Higher Education
Adi & Hobby_2013_Social Media in Higher Education
 
Digital media landscape 2013
Digital media landscape 2013Digital media landscape 2013
Digital media landscape 2013
 
Third Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of LearningThird Sector Skills_Visual communication_Festival of Learning
Third Sector Skills_Visual communication_Festival of Learning
 
Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012Katho Branding Course Evaluation_May 2012
Katho Branding Course Evaluation_May 2012
 
Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012Katho New Media Course Evaluation_May 2012
Katho New Media Course Evaluation_May 2012
 
Ana al ayam
Ana   al ayamAna   al ayam
Ana al ayam
 
Ana alwatan
Ana   alwatanAna   alwatan
Ana alwatan
 
Mendeley
MendeleyMendeley
Mendeley
 
Katho Branding course evaluation May11
Katho Branding course evaluation May11Katho Branding course evaluation May11
Katho Branding course evaluation May11
 
Katho New Media course evaluation May11
Katho New Media course evaluation May11Katho New Media course evaluation May11
Katho New Media course evaluation May11
 
Katho New Media syllabus May 2011
Katho New Media syllabus May 2011Katho New Media syllabus May 2011
Katho New Media syllabus May 2011
 
Paisley People
Paisley PeoplePaisley People
Paisley People
 
Press Cutting_ E
Press Cutting_ EPress Cutting_ E
Press Cutting_ E
 
Communicaton 2.0
Communicaton 2.0Communicaton 2.0
Communicaton 2.0
 
Social Media Tools for Research
Social Media Tools for ResearchSocial Media Tools for Research
Social Media Tools for Research
 

Recently uploaded

POST ENCEPHALITIS case study Jitendra bhargav
POST ENCEPHALITIS case study  Jitendra bhargavPOST ENCEPHALITIS case study  Jitendra bhargav
POST ENCEPHALITIS case study Jitendra bhargavJitendra Bhargav
 
ICS2208 Lecture4 Intelligent Interface Agents.pdf
ICS2208 Lecture4 Intelligent Interface Agents.pdfICS2208 Lecture4 Intelligent Interface Agents.pdf
ICS2208 Lecture4 Intelligent Interface Agents.pdfVanessa Camilleri
 
UNIT I Design Thinking and Explore.pptx
UNIT I  Design Thinking and Explore.pptxUNIT I  Design Thinking and Explore.pptx
UNIT I Design Thinking and Explore.pptxGOWSIKRAJA PALANISAMY
 
DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...
DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...
DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...AKSHAYMAGAR17
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...Nguyen Thanh Tu Collection
 
Plant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptxPlant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptxHimansu10
 
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17Celine George
 
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxMetabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxDr. Santhosh Kumar. N
 
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in PharmacyASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in PharmacySumit Tiwari
 
AUDIENCE THEORY - PARTICIPATORY - JENKINS.pptx
AUDIENCE THEORY - PARTICIPATORY - JENKINS.pptxAUDIENCE THEORY - PARTICIPATORY - JENKINS.pptx
AUDIENCE THEORY - PARTICIPATORY - JENKINS.pptxiammrhaywood
 
The First National K12 TUG March 6 2024.pdf
The First National K12 TUG March 6 2024.pdfThe First National K12 TUG March 6 2024.pdf
The First National K12 TUG March 6 2024.pdfdogden2
 
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...Nguyen Thanh Tu Collection
 
BBA 205 BE UNIT 2 economic systems prof dr kanchan.pptx
BBA 205 BE UNIT 2 economic systems prof dr kanchan.pptxBBA 205 BE UNIT 2 economic systems prof dr kanchan.pptx
BBA 205 BE UNIT 2 economic systems prof dr kanchan.pptxProf. Kanchan Kumari
 
VIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdfVIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdfArthyR3
 
Auchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian PoeticsAuchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian PoeticsDhatriParmar
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudDr. Bruce A. Johnson
 
Dhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhatriParmar
 
PHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdf
PHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdfPHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdf
PHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdfSumit Tiwari
 
3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptx3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptxmary850239
 

Recently uploaded (20)

POST ENCEPHALITIS case study Jitendra bhargav
POST ENCEPHALITIS case study  Jitendra bhargavPOST ENCEPHALITIS case study  Jitendra bhargav
POST ENCEPHALITIS case study Jitendra bhargav
 
ICS2208 Lecture4 Intelligent Interface Agents.pdf
ICS2208 Lecture4 Intelligent Interface Agents.pdfICS2208 Lecture4 Intelligent Interface Agents.pdf
ICS2208 Lecture4 Intelligent Interface Agents.pdf
 
UNIT I Design Thinking and Explore.pptx
UNIT I  Design Thinking and Explore.pptxUNIT I  Design Thinking and Explore.pptx
UNIT I Design Thinking and Explore.pptx
 
DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...
DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...
DNA and RNA , Structure, Functions, Types, difference, Similarities, Protein ...
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (FRIE...
 
Plant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptxPlant Tissue culture., Plasticity, Totipotency, pptx
Plant Tissue culture., Plasticity, Totipotency, pptx
 
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
 
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxMetabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
 
t-test Parametric test Biostatics and Research Methodology
t-test Parametric test Biostatics and Research Methodologyt-test Parametric test Biostatics and Research Methodology
t-test Parametric test Biostatics and Research Methodology
 
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in PharmacyASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
 
AUDIENCE THEORY - PARTICIPATORY - JENKINS.pptx
AUDIENCE THEORY - PARTICIPATORY - JENKINS.pptxAUDIENCE THEORY - PARTICIPATORY - JENKINS.pptx
AUDIENCE THEORY - PARTICIPATORY - JENKINS.pptx
 
The First National K12 TUG March 6 2024.pdf
The First National K12 TUG March 6 2024.pdfThe First National K12 TUG March 6 2024.pdf
The First National K12 TUG March 6 2024.pdf
 
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
25 CHUYÊN ĐỀ ÔN THI TỐT NGHIỆP THPT 2023 – BÀI TẬP PHÁT TRIỂN TỪ ĐỀ MINH HỌA...
 
BBA 205 BE UNIT 2 economic systems prof dr kanchan.pptx
BBA 205 BE UNIT 2 economic systems prof dr kanchan.pptxBBA 205 BE UNIT 2 economic systems prof dr kanchan.pptx
BBA 205 BE UNIT 2 economic systems prof dr kanchan.pptx
 
VIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdfVIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdf
 
Auchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian PoeticsAuchitya Theory by Kshemendra Indian Poetics
Auchitya Theory by Kshemendra Indian Poetics
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced Stud
 
Dhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian Poetics
 
PHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdf
PHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdfPHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdf
PHARMACOGNOSY CHAPTER NO 5 CARMINATIVES AND G.pdf
 
3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptx3.12.24 Freedom Summer in Mississippi.pptx
3.12.24 Freedom Summer in Mississippi.pptx
 

Katho Branding101_Brand Positioning, Segmenting & Research

  • 1. Branding 101 Positioning, 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
  • 9. Brand positioning seen from a brand touch point @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
  • 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