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Brand positioning DebaDutta Singh Dept of mgmt studies pondicherry University
-DIFFERENTIATE OR DIE- - THE BATTLE FOR YOUR MIND Positioning or situating the brand in the target consumer’s mind in such a way, that in his or perception of the brand, it is distinctive and offers a persuasive customer value than its competitors.
POSITIONING EXAMPLE eBay’s positioning : No matter what “it”is, you can find “it”on eBay!
POSITIONING EXAMPLE To (target segment and need) our( brand) is a (concept) that( point-of-difference). “To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go more easily and reliably than the competing technologies.”
Positioning Maps: Luxury SUVs Price vs Orientation Dimenshions
Positioning Strategy ,[object Object]
Points of Parity
Points of DifferentiationPositioning results from differentiation and competitive advantages
Sources of Differentiation ,[object Object]
Quality
Additional Services

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Pop&pod

  • 1. Brand positioning DebaDutta Singh Dept of mgmt studies pondicherry University
  • 2. -DIFFERENTIATE OR DIE- - THE BATTLE FOR YOUR MIND Positioning or situating the brand in the target consumer’s mind in such a way, that in his or perception of the brand, it is distinctive and offers a persuasive customer value than its competitors.
  • 3. POSITIONING EXAMPLE eBay’s positioning : No matter what “it”is, you can find “it”on eBay!
  • 4. POSITIONING EXAMPLE To (target segment and need) our( brand) is a (concept) that( point-of-difference). “To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go more easily and reliably than the competing technologies.”
  • 5. Positioning Maps: Luxury SUVs Price vs Orientation Dimenshions
  • 6.
  • 7. Points of Parity
  • 8. Points of DifferentiationPositioning results from differentiation and competitive advantages
  • 9.
  • 12. Image
  • 14. Price
  • 15.
  • 16. Distinctive
  • 17. Superior
  • 18. Communicable
  • 19. Pre-emptive
  • 20. Affordable
  • 21.
  • 22. Generic Product Positions & Value Propositions