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1. Brand
Positioning
Subtitle Here

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

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

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

7. This slide is 100% editable. Adapt it to your
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What
Customers
Want
What
You have
to offer
What
Competition
has to give
Don’t even think
about this
Competitor
positioning
Brand Positioning Framework
Risky
Ideal Positioning
7

8. Brand Positioning Model
More Emotional
and intangible
More Rational
and Tangible
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
8

9. 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?
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
Create a Brand Positioning Statement
9

10. Brand Positioning 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
Competitor #1
Competitor #2
Competitor #3
Competitor #4
Competitor Analysis
Industry Analysis
10

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

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

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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Celebrity Oriented
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Up-market Technology
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Change of Image Oriented
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13
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)
Segment Oriented
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Celebrity Oriented
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Symbolism Oriented
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Up-market Technology
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Niche-Oriented
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Change of Image Oriented
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Value Oriented
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BRAND
14
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. 16
Coffee
Time
12
1
2
3
4
5
6
7
8
9
10
11
10 Minutes
Break

17. 17
Graph And Charts

18. Clustered Column
• Product 2
• Product 1
0
10
20
30
40
50
60
70
80
90
100
Jan Feb Mar Apr
Sales
in
Percentage
(%)
Financial Year 2017
This graph/chart is linked to excel, and changes automatically
based on data. Just left click on it and select “Edit Data”.
This graph/chart is linked to excel, and changes automatically
based on data. Just left click on it and select “Edit Data”.
0
10
20
30
40
50
60
70
80
90
100
Jan Feb Mar Apr
Sales
in
Percentage
(%)
Financial Year 2017
18

19. Clustered Bar
35
45
40
50
60
10
30
25
40
85
55
60
65
70
97
0 20 40 60 80 100
FY01
FY02
FY03
FY04
FY05 • Product 1
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• Product 2
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• Product 3
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19

20. Bar Chart
0
10
20
30
40
50
60
70
80
90
100
FY' 12 FY' 13 FY' 14 FY' 15 FY' 16 FY' 17 FY' 18
Sales
in
percentage(%)
Financial years
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
• Product 1
20

21. Scatter Chart
5
20
10 9
35
15
30 30
56
$0
$10
$20
$30
$40
$50
$60
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
X-Values
Y-Values
• Product 1
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
21

22. Stack Area Chart
0
10
20
30
40
50
60
70
80
90
100
FY01 FY02 FY03 FY04 FY05 FY06 FY01
Sales
in
percentage
(%)
50%
• Product 1
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• Product 2
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22

23. 23
Additional Slides

24. 24
Our
Mission
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Vision
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Mission
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Goal

25. 25
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Our Team
Name
Designation
Name
Designation
Name
Designation

26. 26
About
Us
Target Audiences
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Values client
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Preferred by many
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27. 27
Our
Goal
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28. Comparison
28
50%
25%
67%
60%
2017
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40%
20%
62%
51%
2016
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29. 29
-Nelson Mandela
A winner is a
dreamer
who never gives
up
Quotes

30. Dashboard
30
35%
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Low
50%
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Medium
80%
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High

31. PUZZLE
31
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01
02
03
04

32. Our Target
32
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Achievement 1
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Achievement 4
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Achievement 2
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Achievement 3

33. Circular
33
01
02
04
03
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34. Venn
34
01
03 02
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35. Timeline
35
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4 Apr
2017
8 May
2017
6 Jun
2017
10 Jul
2017
18 Jan
2018

36. 36
Address:
# Street Number, City, State
Email Address:
Emailaddress@123gmail.Com
Contact Number:
0123456789
Thank
You