3. “ A name, term, sign, symbol,
design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them
from those of competitors.”
- American Marketing Association

8. IDENTIFICATION OF THE
SOURCE OR THE MAKER OF
THE PRODUCT.

9. VALUABLE FUNCTIONS
FOR FIRMS.

10. TO SECURE A COMPETITIVE
ADVANTAGE.

11.  BETTER EARNING AND PROFIT
PERFORMANCE.

12.  PHYSICAL GOOD
 SERVICES
 A STORE
 A PERSON
 A PLACE
 AN ORGANIZATION
 AN IDEA

17.  A PERSON( SHAHRUKH KHAN, AMIR KHAN)
 AN IDEA (FAMILY PLANNING, BLOOD
DONATION)
 AN ORGANIZATION( BRILA GROUP, UNICEF
etc.)

19. IF WE’RE GOING TO
LEARN POSITIONING IT
IS NECESSARY TO KNOW
ABOUT TWO MARKET
GURUS……

24.  Rule of thumb: when we talk about
competitor the new term comes in-
DIFFERENTIATION

25. Positioning is…
VS

26. Take an example of mobile phone….
RELIABLE STYLISH
BUSINESS
HI-TECH
CLASS

27. RELIABLE

28. HI-TECH
APPLE IPHONE

29. STYLISH
SONY MOBILES

30. BUSINESS CLASS
BLACKBERRY

33.  The easy way to get in to a person’s mind is to be first.
 Example : xerox, maggi, The Hindu Newspaper

34.  The basic approach is not to create something new or different,
but manipulate what’s already in the mind of consumer…
 Example: fair & lovely

35. I wish to marry to a handsome man
keY inSighT…

37.  Conventional logic says you find concept inside product.
“Not true”
Its about looking inside the prospect’s mind

38.  sprite
You won’t find an uncola idea in
It inside cola drinker’s head

39. The Brand name
Why???

41. Simple
Eg. Lux, Tajmahal
 Meaningful
Eg. Close up, fair & lovely

42. Likeable
Eg. Bingo, Nano, Scorpio etc.
Global
Eg. Tajmahal, amazon.com
Protectable
Eg. Xerox, maggi etc.