Brand positioning is important to communicate consistently within an organization. It can be represented visually with a bullseye diagram showing the brand mantra at the core, key attributes surrounding it, and values/personality on the outer ring. Category membership is also important, and can be conveyed by announcing category benefits, comparing to exemplars, or relying on product descriptors to situate a brand and show what makes it superior.

1. ESTABLISHING
BRAND POSITIONING
BRAND POSITIONING – Part 4

2. Howto establishyour brand?

3. BrandPositioning
Bull’s Eyes
 Easy way for marketers to communicate it
to everyone in the organization
 Ensures that no steps are skipped
 A Formal representation of brand
positioning

5. Inferencesfrom thediagram
INNER
CIRCL
E
NEXT
BIG
CIRCL
E
OUTER
MOST
THIRD
CIRCL
E
Represents the points of parity and
points of difference and also the brand
mantra
Represents the substantiators or the
Attributes to believe
Represents concepts : 1. Brand
values/Personality/Character
2. Executional properties/Visual Identity

6. Category Membership
Consumers categorize the product into a
specific group and understand what the brand
offers and what makes it a superior competitive
choice.
For example,
Consumers are aware
that Lakme is a
leading brand of
cosmetics.

7. Threewaystoconvey a brand’s
CategoryMembership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor

8. Announcing category
benefits
A gulab jamun mix may
attain membership in the
dessert category by
claiming
1. Benefit of great taste
2. High quality ingredients
3. Imagery – showing how
a caring mothers makes
sweets for her family

9. Comparing to exemplars
When Tommy Hilfiger was unknown, advertising
announced his membership as a great US Designer
associating him with Geoffrey Beene, Calvin Klein, etc.,
who were recognized members of that category

10. Relying on the product
descriptor
• Product descriptor that follows a brand’s name helps
in conveying category origin.
• When Ford Motors designed the “X-Trainer” which
had combined attributes of SUV, a minivan and a
station wagon.
• It was eventually
called Free style
and was
designated with
a
“ Sports Wagon.”

11. SUMMARY
2. Definition and examples - Category Membership
1. Effectively establishing brand positioning

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