20140412 brand management chapter 6 iba mba48 e

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20140412 brand management chapter 6 iba mba48 e

  1. 1. Brand Management Session 6: Step 4 of Brand Building: Positioning Zeeshan Kingshuk Huq Guest Faculty zeeshan.huq@gmail.com
  2. 2. 2 4/20/14/ZKH VISION, MISSION AND VALUES Before you 'Position' your BRAND, define what your COMPANY should be
  3. 3. 3 4/20/14/ZKH Vision §  Where do you want to go ... ! Define your long-term aspirations ! Usually very all-encompassing §  Challenge is to differentiate ! Explain why you’re doing what you’re doing ! And the ultimate good you want to achieve through your success
  4. 4. 4 4/20/14/ZKH Mission §  How do you want to go there (to the Vision) ! Steps / actions that will take you to your vision ! Usually specific, functional §  Challenge is to focus ! Not everything that you want should be here - shorten them ! Can you make them SMART when breaking down?
  5. 5. 5 4/20/14/ZKH Values §  Tool: what your company brand ‘means’ and what it ‘is’ §  Your brand means ! … ! … ! … §  Your brand is ! … ! … ! … §  Now, do it for your competition (at least 2 closest ones) §  Tips: ! We respond to the best brands because they capture some aspect of our humanity and reflect back to us
  6. 6. 6 4/20/14/ZKH 'POSITIONING' YOUR BRAND What your brand stands for
  7. 7. 7 4/20/14/ZKH Brand Position Statement §  Brand Name §  Brand Consumer Benefit §  Brand Personality §  Product / Range / Description §  Major Competitors §  Target Consumers §  Reasons to Believe the Benefit §  Packaging §  Advertising Property
  8. 8. 8 4/20/14/ZKH The crux is … What is the single, most compelling PURPOSE for your Brand?
  9. 9. 9 4/20/14/ZKH A Car is a Car … or is it? Car Brands §  Mercedes §  BMW §  Volvo §  Toyota What comes to your mind? §  Prestige / Status §  Power §  Safety §  Value for money
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  15. 15. 15 4/20/14/ZKH The Cornerstone §  The brand positioning statement is the single most important item in all of marketing. §  It defines EVERYTHING about what your brand is to the consumer. §  This is the most important thing I’ll teach you ! It’ll also help you in any function of your job ! This’ll help you bring ruthless focus in your life
  16. 16. 16 4/20/14/ZKH All Elements §  Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing…. §  All work in unison to the beat of the brand positioning statement.
  17. 17. 17 4/20/14/ZKH Four Elements §  Target Audience §  Category §  Compelling benefit §  Reason to Believe (Kitchen Logic)
  18. 18. 18 4/20/14/ZKH Outline of a Brand Positioning Statement §  <brand name> is a <product description> that helps <target customers> to fulfill their need of <need> because it has <reason to believe>
  19. 19. 19 4/20/14/ZKH Evaluate your Brand Positioning Statement §  Criteria for Evaluation ! Is it memorable? ! Does it focus on the core consumers? ! What picture does it portray in your mind – does that picture stand out from rest of the competition? ! Does it enable the brand to grow? ! Can it sustain for next 5 years? ! Does this serve as a filter for making decisions about the brand? §  Tips: ! Follow the grammar, but be flexible ! Leave it, review it at a later date
  20. 20. 20 4/20/14/ZKH WASHING AGENTS Positioning across Category
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  22. 22. 22 4/20/14/ZKH Dow Brand Positioning Statement For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!
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  28. 28. 28 4/20/14/ZKH Positioning Concepts §  Functional Positioning ! Solve Problems ! Provide benefits to customers ! Get favorable perception by investors and lenders §  Symbolic Positioning ! Self-image enhancement ! Ego identification ! Belongingness and social meaningfulness ! Affective fulfillment §  Experiential Positioning ! Provide sensory stimulation ! Provide cognitive stimulation
  29. 29. 29 4/20/14/ZKH FUNCTIONAL POSITIONING Toothpaste Category
  30. 30. 30 4/20/14/ZKH Crest Whitesrips Brand Positioning Statement For consumers ages 16-35, Crest Whitestrips whiten teeth five times better than the leading paint-on whitening gel. Thats because Crest’s gel-coated strips hold the peroxide on teeth longer, to whiten stains below the tooth surface.
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  40. 40. 40 4/20/14/ZKH SYMBOLIC POSITIONING Positioning … more …
  41. 41. 41 4/20/14/ZKH The AXE Effect §  First launched in France in 1983 §  The ‘effect’ is supposed to draw women in hordes to any male who has sprayed himself liberally with the Axe Deo !  Ads are slick !  Shows hordes of women – almost like out of James Bond movies – get irresistibly drawn to a man !  The man is a normal, non-Greek-God, man BUT with (axe powered) self- confidence §  TG (Demographic): Male, 15-25 years, middle + upper middle §  Brand is normal yet cool, trendy and confident §  Axe comes as a confidante, being a partner / friend §  “This world can only be divided in two parts: guys, and gals, and nothing else! Axe helps the guys stay ahead in the mating game”
  42. 42. 42 4/20/14/ZKH NOW IT’S YOUR TURN 1.  Draft a Brand Positioning Statement For (a)  BRAC Bank (b)  Any competition bank with ‘consumer’ banking (Local)

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