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1. Brand
Building
Yo u r C o m p a n y N a m e

2. 2
Content
Brand Positioning - Introduction Brand Positioning Statement
Positioning Strategy Brand Positioning Worksheet
Establish Brand Positioning Brand Positioning Chart
Brand Positioning Framework Brand Communication
Brand Positioning Model Brand Repositioning

3. 3
Brand Building
How The Brand
Makes Me Look
What The Product
Does For Me
How The Brand
Makes Me Feel
How I Would Describe
The Product
Brand Personality Symbols
FactsText Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
You can decide on
the basis of below
mentioned
parameters how you
want to position the
brand in the minds of
the target audience

4. Brand Building Strategy
4
Clear Positioning
How you are different from the competitors
Key Message
Core message which is to be communicated to the consumers
Touch Points
Things that remind the buyers of why the brand serves them
(Logos, online & offline marketing, colors)
BRAND

5. 5
Establish Brand Building (Option 1 of 2)
Company & Product Target Customers Key Benefits Price Value Proposition
Quality conscious
consumers of chicken
Tenderness 10% premium
Better chicken at
moderate prices
Safety- conscious
upscale families
Durability & safety 20% premium
Safest most durable
wagon
Convenience- minded
pizza lovers
Delivery speed & good
quality
15% premium
Good pizza delivered
promptly at your
doorstep with moderate
prices
Evaluating the product
on the basis of
commonly used
parameters which can
be altered as per
customer requirements

6. 6
Establish Brand Building (Option 2 of 2)
Target Customers
Quality conscious consumers of
chicken
Safety- conscious
upscale families
Convenience- minded pizza lovers
Key Benefits Tenderness Durability & safety Delivery speed & good quality
Price 10% premium 20% premium 15% premium
Value Proposition
Better chicken at moderate prices
Safest most durable wagon
Good pizza delivered promptly at
your doorstep with moderate
prices
Company &
Product
Evaluating the product on
the basis of commonly
used parameters which
can be altered as per
customer requirements

7. 7
Brand Building Framework
What
Customers
Want
What
You have
to offer
What
Competition
has to give
Competitor Positioning
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Ideal Positioning
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Don’t even think about this
Risky

8. 8
Brand Building Model
Why
Purpose
Why your organization does
what it does as a driver of
Awareness, Consideration,
Preference and Advocacy
Who
Values
Who you and your people are
as a driver of Awareness,
Consideration, Preference
and Advocacy
How
Process
How your organization does
what it does as a driver of
Awareness, Consideration,
Preference and Advocacy
What
Product/Service
What your organization does
what it does as a driver of
Awareness, Consideration,
Preference and Advocacy
Where/
When
Infrastructure
Where and/or When your
organization does what it does
as a driver of Awareness,
Consideration, Preference
and Advocacy
More Emotional
and intangible
More Rational
and Tangible

9. Target Customer
What is the demographic and
attitudinal description of the
target group of customers
your brand is attempting to
attract & appeal
Market Definition
What category is your
brand competing in and
what is the context of
the brand
9
Create a Brand Building Statement
Brand Promise
The most compelling unique
benefit to your target customers
that your brand can own in
comparison to others
Reasons to Believe
What is the most
compelling evidence that
your brand delivers on its
brand promise?

10. 10
Brand Building Worksheet
For Target Customers
Who Statement of need opportunity
Product Product or service
Because Statement of benefit
Top 5 Brands
Est.
Sales
Points of
Differentiation
Perceived Quality Pricing
Value
Proposition
Core Brand
Message
Est.
Marketing Budget
You Brand Text here Text here Text here Text here Text here Text here Text here
Competitor #1 Text here Text here Text here Text here Text here Text here Text here
Competitor #2 Text here Text here Text here Text here Text here Text here Text here
Competitor #3 Text here Text here Text here Text here Text here Text here Text here
Competitor #4 Text here Text here Text here Text here Text here Text here Text here
Industry Analysis
Competitor Analysis

11. 11
Brand Building Chart
A
B
C
D
E
A Own Product
B Competitor
C Competitor
D Competitor
E Competitor
Move the circles and the
text boxes as per your
company’s product
quality and value
proposition
Value Proposition
Quality

12. 12
Brand Building Communication
Affordable
Easily Available
Variety
Moderate Prices
Authenticity
Quality
Personal Service
Accessible
Customer
Value
Convenient
Latest Technology
Durability
24x7
Choose the attributes
you want the brand to
communicate to the
target audience

13. 13
Brand Repositioning (Option 1 of 2)
Segment Oriented
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Symbolism Oriented
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Niche-Oriented
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Value Oriented
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audience's attention.
Celebrity Oriented
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audience's attention.
Up-market Technology
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audience's attention.
Change of Image Oriented
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audience's attention.
You can reposition the
Brand in the market on the
basis of any of the ways
mentioned in this slide

14. 14
Brand Repositioning (Option 2 of 2)
Celebrity Oriented
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audience's attention.
Up-market Technology
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audience's attention.
Symbolism Oriented
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it to your needs and capture your
audience's attention.
Segment Oriented
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audience's attention.
Value Oriented
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audience's attention.
Change of Image Oriented
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audience's attention.
Niche-Oriented
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audience's attention.
BRAND
You can reposition the
Brand in the market on the
basis of any of the ways
mentioned in this slide

15. 15
Brand Building Icons Slide

16. 16
Its time for a coffee break let’s have a coffee
Coffee Time
11:00 – 11:30

17. Graph and
Charts
17

18. 18
Stacked Bar
0 100 200 300 400 500 600 700 800
2016
2017
2018
2019
2020
2021
Sales in Percentage (%)
FinancialYear
Product 01
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Product 02
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Product 03
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19. 19
Clustered Column-Line
Product 01
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Product 02
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Product 03
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2016 2017 2018 2019
SalesinPercentage(%)
Financial Year

20. 20
Additional
Slides

21. Our Mission
Vision
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Mission
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Goal
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21

22. Our Team
22
Name Name Name
Designation
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Designation
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Designation
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23. About Us
23
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Value Clients
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Preferred by Many
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Target Audience

24. 24
PUZZLE
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Step 02
Step03
Step 04Step01

25. 25
Circular
01 02
0304
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26. 26
Venn
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01 02 03

27. Thank You
Address:
# street number, city, state
Contact Numbers:
0123456789
Email Address:
emailaddress123@gmail.com
27