A Brand is a name ,term, sign, symbol, or designer a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.
Brand PositioningBrand Positioning: it is the act of designing the company’s offer and image so that it occupies a distinct and valued place in in the target customers mind.
Basic ConceptUnique, meaningful points of difference provide a competitive advantage and “reason why” consumers should buy the brand. “no reason why not”
Positioning Guidelines• Designing and communicating the competitive frame of reference – To determine category membership – Which products does the brand complete? – Different categories will lead to different points of parity and points of difference
Positioning Guidelines• Establishing Points of Parity and Points of Difference – Separate the attributes – Leverage equity of another entity – Redefine the relationship
Positioning Guidelines• Updating positioning over time – Laddering: how to deepen the meaning of the brand to tap into core brand associations or more abstract considerations – Reacting: how to respond to competitive challenges that threaten an existing positioning • Do nothing • Go on the defensive • Go on the offensive
Brand positioning must sure that: is it unique/distinctive vs. competitors?Is it appropriate for the major geographic market / business?Is it sustainable?Is it proposition validated with unique or original product?Is it helpful for organization for its financial goal?
So, marketers need to know… 1. Who the target consumer is? 2. Who the main competitors are? 3. How the brand is similar to these competitors? 4. How the brand is different from them?