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1. Label
Management
Your C ompany N ame

2. Content
2
Brand Positioning - Introduction01
Positioning Strategy02
Establish Brand Positioning03
Brand Positioning Framework04
Brand Positioning Model05
Brand Positioning Statement06
Brand Positioning Worksheet07
Brand Positioning Chart08
Brand Communication09
Brand Repositioning10

3. 3
Brand Positioning
Brand
Personality
Symbols
Facts
Your
Text Here
What the product
does for me
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audience's attention.
How I would
Describe the product
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audience's attention.
How the brand
makes me look
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How the brand
makes me feel
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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. 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
Positioning Strategy
Brand

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. Brand Positioning Framework
7
Risky
What
competition
has to give
What
you have to
offer
What
customers
want
Don’t even think about this
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Ideal Positioning
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audience's attention.
Competitor Positioning
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8. Brand Positioning Model
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.
More Emotional
and Intangible
More Rational
and Tangible
Who How WhatWhy Where / When

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

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

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

15. Label Management Icons Slide
15

16. Coffee Break
16
(11:00 - 11:15)
Coffee is a beverage
that puts one to sleep
when not drank.

17. 17
Additional Slides

18. Clustered Bar
18
60
90
70
$0 $20 $40 $60 $80 $100
2019
In Dollars
Product 01 Product 02 Product 03
Product 01
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changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 03
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Product Sale for 2019

19. Pie Chart
19
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Product 01
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needs and capture your audience's attention.
Product 02
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Product 03
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Product 04
25%
20%25%
30%

20. Our Mission
20
Vision
Mission
Goal
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21. Our Team
21
YourNameHere
YourNameHere
YourNameHere
Designation
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Designation
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Designation
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22. Target Audiences
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Preferred by Many
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Values Clients
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22
About Us

23. Post it Notes
23
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Puzzle
24

25. 25
Thank You
Address
# Street number, city, state
Contact number
0123456789
Email Address
emailaddress123@gmail.com