Brand Positioning Guidelines: Bangladesh               perspective                                             Md. Moniruz...
What is a Brand ?
A Brand is a name ,term, sign, symbol, or designer  a combination of them, intended to identify the  goods and services of...
Brand PositioningBrand Positioning: it is the act of designing the  company’s offer and image so that it occupies a  disti...
Basic ConceptUnique, meaningful points of difference provide   a competitive advantage and “reason why”        consumers s...
Positioning Guidelines• Designing and communicating the competitive  frame of reference  – To determine category membershi...
Positioning Guidelines• Choosing points of difference  – Desirability criteria     • Relevance     • Distinctiveness     •...
Positioning Guidelines• Establishing Points of Parity and Points of  Difference  – Separate the attributes  – Leverage equ...
Positioning Guidelines• Updating positioning over time  – Laddering: how to deepen the meaning of the    brand to tap into...
Brand positioning must sure that: is it unique/distinctive vs. competitors?Is it appropriate for the major geographic ma...
So, marketers need to know… 1. Who the target consumer is? 2. Who the main competitors are? 3. How the brand is similar to...
Positioning GuidelinesPositioning errors:  Confused positioning  Double positioning
Brand positioning
Brand positioning
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Brand positioning

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Brand positioning

  1. 1. Brand Positioning Guidelines: Bangladesh perspective Md. Moniruzzaman Khan Registration : 2007731036 Department of Business Administration Shahjalal University of Science And Technology
  2. 2. What is a Brand ?
  3. 3. 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.
  4. 4. 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.
  5. 5. Basic ConceptUnique, meaningful points of difference provide a competitive advantage and “reason why” consumers should buy the brand. “no reason why not”
  6. 6. 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
  7. 7. Positioning Guidelines• Choosing points of difference – Desirability criteria • Relevance • Distinctiveness • Believability – Deliverability criteria • Feasibility • Communicability • Sustainability
  8. 8. Positioning Guidelines• Establishing Points of Parity and Points of Difference – Separate the attributes – Leverage equity of another entity – Redefine the relationship
  9. 9. 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
  10. 10. 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?
  11. 11. 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?
  12. 12. Positioning GuidelinesPositioning errors: Confused positioning Double positioning
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