This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.

1. {Brand positioning

2. How can a firm develop
and establish an effective
positioning in the market?

3. Positioning is the act of designing a company’s
offering and image to occupy a
distinctive place in the minds
of the target market
What is positioning?

4. Positioned as
Backache specialist
Target consumers: Housewives
with frequent backaches

5. To locate the brand in the
minds of consumers
Goal

6. 1
Consumer
needs and
wants
2
Company
capabilities
3
Competitive
action
Considerations

7. Customer focused value proposition
A cogent reason for
“why the target market should buy the product”
Result

8. Target
customers
Benefits
Value
proposition
•Convenience
minded pizza
lovers
•Delivery speed
•Good quality
•Good hot pizza
within 30 min
of ordering

9. Determining a competitive
frame of reference
Identifying and
establishing POPs and
PODs
Creating a Brand Mantra
Steps for developing a Brand Positioning

10. 1. Determining a competitive frame
of reference
Determining Frame
of Reference
Identifying Target
Market
Determining
Competitive Frame
of Reference
Identifying
Competitors
Analysing their
strengths and
weaknesses

12. Vs

13. 2.Choosing and Establishing
optimal PODs and POPs
POD???????
POP???????

14. Attributes provided by the brand that
are perceived by the customers as
“ The Best from the Rest”
Points of
Difference
Points of
Parity
Attributes which may not be unique
but shared with competitors

15. Desirability
• Brand association
should be personally
relevant to
consumers
Deliverability
• Internal resources
and commitment to
maintain the brand
association in minds
of the consumers
Differentiability
• Brand association
must be perceived as
superior and distinct
by consumers
Points of Difference Criteria
POD

16. Points of
parity
Category POPs
Necessary conditions for a
brand choice
Competitive POPs
Designed to overcome
perceived weaknesses of the
brand

17. Example of competitive POP
Savlon had to highlight “no-sting “
property to counter the category perception
and strong association created by Dettol

18. 3. Creating Brand Mantra
The heart and soul of the brand
Brand Mantra/Core Brand promise/Brand essence
is what the brand is most fundamentally
to represent with customers
Authentic Athletic Performance

19. Criteria to design a Brand Mantra
Communicate
about the category of the business for the brand
Simplify
so that it is short and crisp
Inspire
So that it becomes personally relevant
to most of the employees

20. Brand Mantra is made of
Brand Function
Descriptive modifier
Emotional modifier

21. Establishing Brand positioning
Actual task of establishing a brand position
is to communicate it to everyone in the
organisation formally and then to the
consumers

22. Your consumers have to
understand the brand in the
way you want them to

23. One approach to communicate formally : Bull’s Eye

24. Alternative approaches to Brand Positioning
•Brand
Narratives
and story
telling
• Brand
Journalism •Cultural
Branding

25. Positioning and Branding a small Business
Problem with small businesses is
Hence follow these
• Focus and consistency in marketing programs
• Creativity- highly recommended

26. Recap
Positioning overview
Competitive Frame of reference
PODs and POPs
Brand Mantra
Alternatives for positioning
Small Businesses Positioning

27. Created by
A.Kruthika
Indian School of Mines, Dhanbad
During an internship with
Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com