BRAND POSITIONING      NISHA BABU MATHUNNY      MACFAST      THIRUVALLA
Positioning  “ The act of designing the company’s image and value offer so that the segment’s customers understand and app...
 Positioning is not what you do to a product    -It is what you do to the mind of the customer When you listen “Mercedes...
Examples Liril–freshness Dominos–guaranteed pizza delivery in 30    minutes   Fair & Lovely –fairness cream   Pears–te...
To position a brandYou must decide :- -Who the Target Consumer is -Who your main competitors are -How the Brand is simi...
3 C’s of positioning Customer based-Be relevant and credible to the customer-Write in consumers language and consumers po...
Steps in Positioning Identify Competitors. Determine most important attributes consumers use    in choosing a brand.   ...
How to go into the prospects mind Be firstExample ; Maggie, The Hindu News paper, Xerox To manipulateExample; Fair & Lov...
Guiding Principles…. A brands positioning should be updated every three  to five years, or as often as needed to update t...
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Brand positioning

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Brand positioning

  1. 1. BRAND POSITIONING NISHA BABU MATHUNNY MACFAST THIRUVALLA
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. Thank You…
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