An attempt by Deboleena Dutta to adapt the Harvard Business Review article 'Three Questions you need to ask about brand' by Keller, Sternthal and Tybout in Indian context.

1. ©Deboleena Dutta, 2015

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Focuses ONLY on
points of
difference (POD)
Brand positioning

3. ©Deboleena Dutta, 2015
Focuses ONLY on
points of
difference (POD)
… NOT
ANYMORE
Brand positioning

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SHOCKED MUCH?

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In the new age,
sound competitive brand
positioning
requires the marketers
to ask
THREE QUESTIONS!

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HAVE WE ESTABLISHED
A FRAME?

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To signal consumers the goal
they can expect to achieve by
using a brand

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ARE WE LEVERAGING
OUR POINTS OF PARITY?

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What do you expect in a
Smartphone?

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…So on and so forth…
What do you expect in a
Smartphone?

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The approach you use to meet the
minimum requirements depend on
where your product is in its life cycle

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USED FOR MARKETING
NEW BRANDS

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AND FOR
BRAND EXTENSIONS?

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EASY

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& DIFFICULT

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To shortchange points of parity

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MANAGEMENT OF
ESTABLISHED BRAND

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Competitor's
point of difference

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Can become competitive points of parity

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First touch phone, 1992

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Mobile phone market, at present

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ARE THE POINTS OF
DIFFERENCE COMPELLING?

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Points of Difference
CHECK-LIST
Are they desirable to
customers?
Can you deliver
them?

29. ©Deboleena Dutta, 2015
Points of Difference
CHECK-LIST
Are they desirable to
customers?
Can you deliver
them?

30. ©Deboleena Dutta, 2015
Points of Difference
CHECK-LIST
Are they desirable to
customers?
Can you deliver
them?

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3 types of BRAND DIFFERENCES

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Does this product do
what it says?

35. Brand
Performance
Benefits that
prompt
consumption
Reliability,
durability
and
serviceability
Service
effectiveness
and
efficiency
Style and
design
Associations
to value and
price
©Deboleena Dutta, 2015

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1. Who uses?
&
2. Under what circumstances?
Brand imagery depends on:

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When Brand performance and
imagery don’t differ much from
those of the competition

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Show the consumers you have insight into
their problems as well as the Solution

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RECAP!

43. Created by Deboleena Dutta,
LSR, during an internship by
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com