Brand development

1. Three
Questions
You Need to Ask
About Your
Brand
-An Indian Context

2. While developing a brand,
the following questions need
to be kept in mind...
Have we
established a
frame?
Are we leveraging
our points of
parity?
Are the points of
difference
compelling?

3. Have we
established
a frame?
Brand positioning starts with
establishing a frame of reference,
which signals consumers the goal
they can expect to achieve by
using a brand. It also involves
selecting the target group that
the brand will appeal to

4. As the target customers for Tata Nano were
lower and middle income families, Tata Nano
tried to position itself as the most Affordable
Car in the world. The former Chairman of Tata,
Mr. Ratan Tata, had envisioned Tata Nano to
affordability can
be considered as a point of reference

5. Also, it needs to be kept in mind that the frame of
reference need to be altered according to
competition from other brands, market factors,
customer perceptions etc.
For example, Tata Nano Poor
repositioned Smart City Car
focusing on the youth.

6. Are we
leveraging our
points of parity?
Consumers might consider a
brand truly legitimate only
if it met certain points of
parity.

7. While launching a new brand, the
brand needs to satisfy certain basic
requirements that will make it a
legitimate player in that segment
For example, A bank will truly be
perceived so only if, it provides savings
plans, safe deposits etc.

8. While extending a brand also it is
important we keep in mind its points of parity…
For example, for consumers the brand Frooti
means mango juice. If Frooti was to launch an
apple flavor, then it would be clashing with its
points of parity

9. Established brands also need to reassess
their points of parity from time to time, because
attributes that were differentiators once can
become minimum requirements

10. In 2002, when ICICI bank launched its mobile
ATM it was a highly innovative point of
providing the same service and this point of
differentiation was lost

11. Are the
points of
difference
compelling?
We can conclude
that a point of
difference is
compelling if it is
both desirable and
deliverable

12. Desirable
(Consumer perspective)
Deliverable
(Company perspective)
The point of
difference needs to
be relevant and
believable
The point of difference
needs to be feasible,
profitable and
defensible(difficult to
be attacked)

13. Putting it
all
together...
It is also necessary that
the frame of reference,
points of parity and
points of difference are
internally consistent at
any point in time and
over time

14. Do not give attributes that contradict each other...
For example, a brand cannot be positioned as both
inexpensive & highest quality as in the case of Tata
Nano. Since the car was priced at a very low amount,
the consumers do not expect it to be of the highest
quality

15. Making it
last...
As a brand ages the challenge
is to make it stay up-to-date
trends.
This can be
achieved in
several
ways...

16. #1If the brand is rich, then
that same position can be
sustained over a long time
#2Relating brand to
consumer needs
#3Emphasising over a particular
point of difference of the brand that
is important to consumers

17. And remember...
None of these variables which
we have discussed so far are
static...
The most savviest brand
managers are also the most
vigilant!!!

18. Recap
Three things which we need to keep in mind while
positioning our brand are...
Have
established
a frame of
reference
Are we
leveraging
our points of
parity
Are the
points of
difference
compelling
It is also important to make these factors last
together without contradicting each other
Finally be vigilant and dynamic!!!

19. Credits
http://i2.auto-service.de
http://jerrytieben.nl
http://www.segmentationstudyguide.com
http://efoodmart.in
http://www.veronicadearly.com
http://www.florainn.com
http://www.martymccolgan.com
https://s-media-cache-ak0.pinimg.com
https://www.google.co.in/search?q=vigilant+marketing

20. Disclaimer
Created by Arjun S, MEC Kochi, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com