Brand positioning

  • 2,525 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • thanx this is good and it really helped
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,525
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
201
Comments
1
Likes
3

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. BRAND POSITIONING NISHA BABU MATHUNNY MACFAST THIRUVALLA
  • 2. Positioning “ The act of designing the company’s image and value offer so that the segment’s customers understand and appreciate what the company stands for in relation to its competitors”. Philip Kotler
  • 3.  Positioning is not what you do to a product -It is what you do to the mind of the customer When you listen “Mercedes-Benz” and Rolex watch The first word that comes to your mind is “prestige” which have been positioned in our minds in such a way that whenever we listen to it, we start thinking of prestige, it is called Positioning
  • 4. Examples Liril–freshness Dominos–guaranteed pizza delivery in 30 minutes Fair & Lovely –fairness cream Pears–tender skin, like baby’s Bata–value for money shoes Woodland–sturdy shoes for adventure sports Zodiac–fine quality shirts Allen Solly –casual formal wear
  • 5. To position a brandYou must decide :- -Who the Target Consumer is -Who your main competitors are -How the Brand is similar to your competitors -How the Brand is different from your competitors
  • 6. 3 C’s of positioning Customer based-Be relevant and credible to the customer-Write in consumers language and consumers point of view Competitive-Be distinct-Be persuasive-Be sustainable Company or Brand-Better company profile, better the perceived value of the product.
  • 7. Steps in Positioning Identify Competitors. Determine most important attributes consumers use in choosing a brand. Determine consumers’ perceptions of competitors. Determine perceptions of your brand What is the ideal brand for your market segments? Assess best positioning strategy Track image of brand over time
  • 8. How to go into the prospects mind Be firstExample ; Maggie, The Hindu News paper, Xerox To manipulateExample; Fair & Lovely, Dove Ignore conventional logicExample ; sprite
  • 9. Guiding Principles…. A brands positioning should be updated every three to five years, or as often as needed to update the companys overall growth strategy. Positioning should drive all of an organizations brand strategies. Employees, not advertising agencies, bring a brand positioning to life. A strong brand positioning is customer driven and fits with customer perceptions of the brand.
  • 10. Thank You…