What is branding? Uncover every inch of detail about brands and brand positioning.

3. What is a
Brand?

4. A BRAND IS :
More than a logo
More than a tagline
More than an ad
campaign

5. What it is, What it isn’t and why
it matters?

7. Brand experience is assured by
 The promise you make
 The value you deliver
 The personality you convey
 The degree by which you differentiate your
product

8. GREAT BRANDS
Don’t just happen!

9. the act of designing the
company’s offer and image so
that t occupies a distinct and
valued place in the target
customer’s minds
Philip Kotler
Brand Positioning is

10. The most important fact about
BRAND POSITIONING only
exists in the mind of your
customer.
And you have
to put it there.

11. POSITIONING REQUIRES:

12. Deciding on positioning requires
1. Determining a competitive frame of
reference
2. Identifying optimal points of parity
and points of difference
3. Creating a brand mantra

13. COMPETITIVE FRAME OF REFERNCE
Defines which other brands are a brand
competes with and therefore which
brands should be the focus of
competitive analysis.

14. Competitive frame of brands of cars

15. DETERMINING A FRAME OF REFERNCE
FOUR STEPS ARE :
1. Who the target consumer
is
33. How the brand is similar
to other competitors
2. Who the main
competitors are
4. How the brand is different
from them

16. SUMMARY
• Why is branding important?
• Defining brand positioning
• Determining a frame of reference

17. Created by Vaishnavi
Ketharnathan, SVCE Chennai,
during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com