this slide gives you the basic knowledge development in strategies behind how you develop and establish a strong brand in the market.

1. craftingtheBrandPositio
Develop and establish an effective
positioning in the market

2. Positioning?
The act of designing a company’s offering and image to
occupy a distinctive place in the minds of the target market.

3. the strategies
1. Determining a competitive frame of reference.
2. Identifying optimal POPs and PODs.
3. Choosing PODs and POPs.
4. Brand Mantras.
5. Establishing Brand positioning.
6. Alternative approach to positioning.

4. Determining a competitive frame of reference
Defines which other brands compete with
and
therefore which brands should be the focus of competitive analysis.

5. Determining a competitive frame of reference
• Start Knowing which
companies satisfying the
same customer need.
Identifying
competitors
• Gather information
about each competitor’s
real and perceived
strengths and weakness.
Analysing
competitors

6. Identifying optimal PODs and POPs
Points of Difference (PODs)
•Attribute or benefits strongly associated
with brand and couldn’t be found in the
same extent with a competitive brand.
Points of Parity (POPs)
•Attribute or benefits not necessarily
unique to the brand but may in fact be
shared with others brands.

7. Choosing POPs and PODs
Perceptual mapping of consumer perceptions and preferences.
creating market opportunities by overlaying
consumer preferences with brand perception.

8. Please make some small words….
Capture the irrefutable essence or spirit of the Brand position.

9. Brand Mantras
Design a Brand Mantras that can
Communicate
Memorable
Inspire

10. Establishing Brand positioning
construct a Bull’s eye for the brand
be assured that no steps are
skipped in its development.
and

11. Establishing Brand positioning
Communicate category membership
Announcing
category
benefits
Comparing
to
exemplars t
Relying on
the
product
descriptor

12. Establishing Brand positioning
Communicate PODs and POPS
negative correlation of PODs and POPs that
defines the product’s attribute or benefits.
how?

13. Establishing Brand positioning
Communicate PODs and POPS
Kill this difficulty by
Addressing brand attributes or benefits separately as PODs or POPs.
Developing a product or service that performs well on both dimensions.

14. Alternative approaches to positioning
Some provocative ideas on how to positive a brand
BRAND NARRATIVES AND STORYTELLING
Describing a Brand as a narrative or
story.
BRAND JOURNALISM
Communicating different message to
different market segments.
CULTURAL JOURNALISMCUTURAL
Assembling cultural knowledge.

16. Created by Pranav Anand, IIT Kharagpur
during an internship by Prof. Sameer Mathur, IIM Lucknow.
Web: www.IIMInternship.com