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1. Your Company Name
Brand
Positioning
Framework

2. 2
Brand Positioning
- Introduction
1
2
Positioning
Strategy
3
Establish Brand
Positioning
6
Brand
Positioning Statement
5
Brand
Positioning Model
4
Brand
Positioning Framework
7
Brand
Positioning Worksheet
8
Brand
Positioning Chart
9
Brand
Communication
10
Brand
Repositioning
Content

3. 3
Brand
Positioning
How The Brand Makes Me Look
Brand Personality
How The Brand Makes Me Feel
Text Here
How I Would Describe The Product
Facts Symbols
What The Product Does For Me
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. 4
Brand
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)
Positioning
Strategy

5. Establish Brand Positioning (Option 1 of 2)
5
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. Establish Brand Positioning (Option 2 of 2)
6
Company & Product
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
Evaluating the product on
the basis of commonly
used parameters which
can be altered as per
customer requirements

7. Establish Brand Positioning (Option 2 of 2)
7
03 01
02
What
You have to offer
What
Competition
has to give
What
Customers
Want
Risky
Ideal Positioning
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audience's attention.
Don’t Even Think About This
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audience's attention.
Competitor Positioning
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audience's attention.

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

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

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

11. Brand Positioning Chart
11
Own ProductA
Competitor BB
Competitor CC
Competitor DD
Competitor EE
Move the circles and the
text boxes as per your
company’s product quality
and value proposition
Quality
Value Proposition
A B
C
DE

12. 12
Brand
Communication
Moderate Prices
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needs and capture your
audience's attention.
Quality
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needs and capture your
audience's attention.
Customer Value
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needs and capture your
audience's attention.
Variety
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needs and capture your
audience's attention.
Affordable
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editable. Adapt it to your
needs and capture your
audience's attention.
Choose the attributes
you want the brand to
communicate to the
target audience

13. Brand Repositioning (Option 1 of 2)
13
Segment 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.
Symbolism Oriented
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Niche-Oriented
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Value Oriented
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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. Brand Repositioning (Option 2 of 2)
14
Segment Oriented
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needs and capture your audience's attention.
Celebrity Oriented
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needs and capture your audience's attention.
Symbolism Oriented
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needs and capture your audience's attention.
Up-market Technology
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needs and capture your audience's attention.
Niche-Oriented
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needs and capture your audience's attention.
Segment Oriented
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needs and capture your 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. Brand Positioning Icon Slide
15
24x7

16. COFFEE BREAK
16

17. GRAPHS & CHARTS
17

18. Stacked Line with Markers
18
10
25
15
20
35
55
40
35
55
40
35
45
11
20
10
15
40
50
25
30
25
35
24
40
0
20
40
60
80
100
120
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
inmillions
2019
This graph/chart is linked to excel,
and changes automatically based
on data. Just left click on it and
select “Edit Data”.
01 Product
This graph/chart is linked to excel,
and changes automatically based
on data. Just left click on it and
select “Edit Data”.
02 Product

19. Bubble Chart
19
12
10
30
50
48
43
25
23
0
10
20
30
40
50
60
0 10 20 30 40 50 60
01 Product
This graph/chart is linked to excel,
and changes automatically based
on data. Just left click on it and
select “Edit Data”.
02 Product
This graph/chart is linked to excel,
and changes automatically based
on data. Just left click on it and
select “Edit Data”.

20. ADDITIONAL SLIDES
20

21. 21
Meet
OurTeam
01. Text Here
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audience's attention.
02. Text Here
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22. Timeline
22
10 Jan to 9 Feb
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2016
10 Feb to 11 March
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2017
12 March to 10 April
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2018
11 April to 10 May
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2019

23. Venn
23
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24. Magnifying Glass
24
5%
70%
10%
15%
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audience's attention.

25. 25
ThankYou
Address
# street number, city, state
Email Address
E-mail address123@gmail.com
Contact Numbers
0123456789