Brand positioning

1. PRESENTATION
ON
SUBMITTED BY-
MITHISAR BASUMATARY
NIT SILCHAR

2. Brand Positioning
• Brand Positioning can be defined as an activity of
creating a brand offer in such a manner that it occupies a
distinctive place and value in the target customer’s mind.
• Brand Positioning involves identifying and determining
points of similarity and difference.
• Positioning is the base for developing and increasing the
required knowledge and perceptions of the customers.

3. Brand positioning of different companies

4. Determiningthe frame of reference
Marketers need to know:
• Who the target consumer is?
• Who the main competitors are?
• How the brand is similar to the competitors?
• How the brand is different?

5. Developing the positioning statement
• Segmentation : Dividing a broad market into segments.
• Targeting: Selecting the segment or target market.
• Positioning: Placing the brand in the target market.

6. Issues in implementing brand
positioning
• Establishing category membership.
• Choosing the point of parities and point of difference.
• Communicating the point of parities and point of
difference.
• Updating positioning over time.

7. Types of Positioning concepts
• Functional- Stresses on features/ benefits.
• Symbolic- Stresses on the emotional aspects.
• Experiential- Delivering and communicating the
firm’s proposed experience.

8. Approaches to positioning
• Positioning against a competitor.
 Seven-up: The Un-cola
• Positioning within a category.
 Volvo: safety
• Positioning according to product benefit.
 Colgate: Whitening
• Positioning according to product attribute.
 Dove: moisturiser

9. Continue..
• Positioning for Usage Occasion.
Cadbury: Gift giving
• Positioning along price lines.
Wal-Mart: Always the lowest price
• Positioning for a User.
Johnson and Johnson: Baby Product
• Positioning by cultural symbols.
Australia's Easter Bilby

10. Brand Positioning Errors
• Under positioning.
• Over positioning.
• Confused positioning.
• Double Positioning.