This presentation is based on the HBR article with the same name. The project is done under the guidance of Prof. Sameer Mathur for the course 'Brand Management' at IIM Lucknow, 2016.

1. Three Questions You Need
to Ask About Your Brand
Group 5
Bakkuri Shashanth Kumar | Nuthalapati Vamsidhar | Khushboo Solanki | Ritusri Ray |

2. Most polluted river in India Goddess in Bathroom??!!

3. Price similar to entry level Sedan

4. The Err in Sierra
- too ahead of time, looks and technology
- steep price

5. POPFOR POD

6. Question 1
Have We Established a
Frame???

7. Frooti
“Thirst-quenching drinks”

8. Knorr Soups
Not
Only
But also..

9. FoR - Product’s Stage in Life Cycle

10. FoR - Product’s Stage in Life Cycle
- Initial
positioning
successful
- Repositioning
for adult
segment
failed

11. Brand itself as Frame of Reference

12. Question 2
Are We Leveraging Our
Points of Parity???

13. Banks in India
Current & saving plans ATM services Debit & Credit cards

14. New Brands

15. Brand Extensions
Toothpaste??

16. Pond’s toothpaste
Brand
extension
failure

17. Established Brands

18. Question 3
Are The Points of
Difference
Compelling???

19. Brand Differences

20. Desirability

21. Deliverability

22. Putting it all together
1. Sequencing: positioning the attributes in a sequence
Value for money
One stop destination
Initially
Gradually

23. 2. Leveraging Unconnected Attributes:
Using Celebrities (with their credibility) make them positively correlated
Health vs Taste (negatively
correlated)

24. Strong Brand Positioning:
may not require any
changes with time
Making It Last
Sustain over time

25. Laddering Up
Add more
features
Establish
Concrete
Attributes
Slowly

26. Laddering Up
Add more
features
Establish
Concrete
Attributes
Slowly

27. Pitfalls of Brand positioning

28. Brand failures
Brand
repositioning
failure
Brand
perception
failure
Wrong
positioning
and product
awareness
Brand POD
failure

29. Conclusion
Keep in mind:
These may not
be static targets
& may not last
long

30. References
1. https://nicheiima.wordpress.com/2012/07/27/cadbury-a-perfect-example-of-
the-brand-evolving-with-the-indian-society/
2. https://www.google.co.in/search?q=mountain+dew+brand+positioning+india
3. http://www.brainmaalish.com/chatbhandaar/ponds-toothpaste-a-failure-
owning-to-brand-perception/
4. http://marketingpractice.blogspot.com/2006/02/iodex-ooh-aaah-ouch.html

31. Thank You!