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Brand positioning
 

Brand positioning

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    Brand positioning Brand positioning Presentation Transcript

    • 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 appreciate what the company stands for in relation to its competitors”. Philip Kotler
    •  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
    • 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
    • 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
    • 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.
    • 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
    • How to go into the prospects mind Be firstExample ; Maggie, The Hindu News paper, Xerox To manipulateExample; Fair & Lovely, Dove Ignore conventional logicExample ; sprite
    • 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.
    • Thank You…