Brand Positioning can be defined as the positioning strategy of the brand with the goal to create a unique impression in the minds of the customers and at the marketplace. Brand Positioning has to be desirable, specific, clear, and distinctive in nature from the rest of the competitors in the market. Repositioning means company sees a decrease in sales over time and/or major changes coming down the line, they know it is time to implement changes within the company. Brand repositioning is when a company changes a brand's status in the marketplace. This typically includes changes to the marketing mix, such as product, place, price and promotion. Repositioning is done to keep up with consumer wants and needs.

1. BRAND
POSITIONING
&
REPOSITIONING
Anil Kumar ,
Lecturer (Textile Design)
Pandit Lakhmichand State University of
Performing & Visual Arts , Rohtak
E-mail-anilkumar@plcsupva.ac.in
Mobile no. +919729138649

2. BRAND POSITIONING
“Positioning is the art of finding out numbers of unique selling
propositions, the one which will give you maximum sales.”
(Rosser Reeves).
“Act of designing the company’s offering and image to occupy a distinct place in the
mind of the target market.”
(“Kotler and Keller” )
The main thought behind the positioning is the idea that relating to
product/brand that occupies a special or particular space remains continuously
in the consumers mind. It is called renting mind space.
For example: -
1. Soya milk as health drink.
2. Complain is positioned as health builder.
3. Limca is positioned as thirst quenching soft drink.

3. BRAND POSITIONING EXAMPLE

4. BRAND POSITIONING
1. Brand positioning is the sum of all activities that position
the brand in the mind of the customer relative to its
competition. Positioning is not about creating something
new or different, but to manipulate the mind set and to
retain existing connections.
2. The act of designing the company’s offering and image
to occupy a distinctive place in the mind of the target
market.
Value Proposition:-
A good hot pizza, delivered to your door within 30
minutes of ordering, at a moderate price.

5. FOUR COMPONENTS OF POSITIONING
The four basic components of positioning are as following:
1. Product class:
❖ A product class can be defined as the set of products or brands which are
perceived as substitutes to satisfy consumer needs.
❖ For example: The product class of chocolates, Cadbury’s Amul and
Campco are clearly positioned against one another.
1. Consumer segmentation:
❖ Every producer has to find their closest competitor and should also be able
to identify the various segments in which their brand can survive.
❖ Positioning of a brand and the target segment produced must be combined
because brand must be positioned to appeal to a target consumer segment
and respond to a brand that occupies the position preferred by it.
❖ Target market and positioning strategies are just similar to the two sides of
a coin.

6. FOUR COMPONENTS OF POSITIONING
Perpetual Mapping:
❖ Perceptual mapping means representing consumer perceptions in two
dimensional space so that the manager can readily see where his own brand
prospect and in relation to other brand.
❖ Consumers are asked to rate a set of brands along given attributes or benefits
or they may be asked merely to judge, by pairs, how similar or dissimilar the
brands are.
Benefits offered by the brand:
The brand must offer a benefit which is of important to the customer.
For example: Perceptual Map showing the benefits offered by different washing
products. Robin liquid is attempting to distinguish itself from detergent product on
the dimension of extra whiteness.

7. IMPORTANCE OF POSITIONING

8. BRAND REPOSITIONING
❖ If a company sees a decrease in sales over time and/or major changes
coming down the line, they know it is time to implement changes within
the company.
❖ Brand repositioning is when a company changes a brand's status in the
marketplace.
❖ This typically includes changes to the marketing mix (product, place,
price and promotion).
❖ Repositioning is done to keep up with consumer wants and needs.

9. BRAND REPOSITIONING
❖ Despite of a good brand positioning, the company may have to
reposition it later when facing new competitions or changing
customer preferences. E.g.
❖ 7 up was one several soft drinks preferred by older generation
for its lemon flavor. Research indicated that, though majority of
the soft drink consumers preferred cola, they did not prefer it
all the time and also many are non cola drinkers.
❖ 7 up went for leadership in non cola segment by calling itself
UN COLA. The campaign featured the UN COLA as youthful and
refreshing drink, whereby 7 up established itself as an
alternative to colas.
❖ .