Unspun go build a brand


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Branding and Positioning

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  • Hi Brajesh786 please write to us at info@unspunmarketing.com and an expert from the team will call you to discuss this further
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  • We r a startup. Pls go through our website....www.lakshyaglobal.com .........any suggestion hw we should go ahead with branding strategies.....

    Thanks & Regards,
    Brajesh Singh
    Director, Lakshya Global
    Patna, India
    +91 7488317101
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Unspun go build a brand

  1. 1. Let your Brand Build your Business
  2. 2. Your Guide to Branding
  3. 3. Get the thoughts aligned Posit        Iden%fying  and  establishing  points  of  parity  and   points  of  difference  to  establish  the  right  brand   iden%ty  and  brand  image.  
  4. 4. Basic Concepts   Unique,  meaningful  points  of  difference  provide  a   compe%%ve  advantage  and  “reason  why”   consumers  should  buy  the  brand.     “no  reason  why  not”  
  5. 5. Get to the heart of your Brand! •  Brand  Posi,oning:  is  at  the  heart  of  marke,ng   strategy.  It  is  the  ‘act  of  designing  the  company’s   offer  and  image  so  that  it  occupies  a  dis,nct  and   valued  place  in  the  target  customer’s  minds.     •   Posi%on  =  Loca%on  (finding  proper  loca%on  of  the   product  in  the  consumer’s  minds)    
  6. 6. Differentiate          How  is  it  diferent?     Why  should  consumers  buy                              and  use  it?    
  7. 7. So Marketers need to know… 1.    2.    3.    4.  Who  the  target  consumer  is?   Who  the  main  compe%tors  are?   How  the  brand  is  similar  to  these  compe,tors?   How  the  brand  is  different  from  them?  
  8. 8. Who are you targeting? •  Market:  is  the  set  of  all  actual  and  poten,al   buyers  who  have  sufficient  interest  in,  income  for,   and  access  to  a  product.     •  Market  Segmenta,on:  divided  the  market  into   dis,nct  groups  of  homogeneous  consumers  who   have  similar  needs  and  consumer  behavior.  
  9. 9. Segmentation Bases •  Descrip%ve  or  customer-­‐oriented:  what  kind  of   person  or  organiza,on  the  customer  is     •  Behavioral  or  product-­‐oriented:  how  the  customer   thinks  of  or  uses  the  brand  or  product  
  10. 10. Descriptive or customer-oriented Who?   Consumers  VS  Business  Buyers    
  11. 11. Consumer Segmentation Bases   Behavioral     User  status   Usage  rate   Usage  loca,on   Brand  loyalty   Benefit  sought   Demographic   Income   Age   Sex   Race   Family   •  Psychographic   –  Value,  opinions,  and   aTtudes   –  Ac,vi,es  and   lifestyle   •  Geographic   •  Interna,onal   •  regional  
  12. 12. Business-to-business Segmentation Bases Nature  of  good   Kind   Where  used   Type  of  buy   Buying   condi,on     Purchase   loca,on   Who  buys   Type  of  buy   •  Demographic   –  SIC  code   –  Number  of   employees   –  Number  of   produc,on  workers   –  Annual  sales   volume   –  Number  of   establishments  
  13. 13. Behavioral or product-oriented How?   **Depend  on  each  product  category**    
  14. 14. Few Examples Ex:  Toothpaste   1.  The  sensory  segment:  seeking  flavor  and  product   appearance   2.  The  sociable:  seeking  brightness  of  teeth   3.  The  worriers:  seeking  decay  preven,on   4.  The  independent  segment:  seeking  low  price  
  15. 15. Who the main competitors are?
  16. 16. Soft Drinks perpetual map
  17. 17. How the brand is similar to these competitors? How the brand is different from them? •  Points  of  parity:  associa,ons  that  are  not  unique   to  the  brand  but  may  be  shared  with  other  brands.   •  Points  of  difference:  aributes  or  benefits  that   consumers  strongly  associate  with  a  brand  and   they  believe  that  they  could  not  find  from  a   compe,,ve  brand    
  18. 18. Positioning Guidelines •  Designing  and  communica,ng  the  compe,,ve   frame  of  reference   –  To  determine  category  membership   –  Which  products  does  the  brand  complete?   –  Different  categories  will  lead  to  different  points  of   parity  and  points  of  difference   –  Ex:  PDA  –  smart  phone,  laptop,  palm   –  Ex:  Coca  cola  –  so_  drink,  carbonated  drink,  general   beverage   –  Ex:  Kellogg’s  Corn  Flakes  –  cereal,  snack,  morning  meal    
  19. 19. Positioning Guidelines •  Choosing  points  of  difference   –  Desirability  criteria   •  Relevance   •  Dis,nc,veness   •  Believability   –  Deliverability  criteria   •  Feasibility   •  Communicability   •  Sustainability   •  Establishing  Points  of  Parity  and  Points  of  Difference     –  Separate  the  aributes   –  Leverage  equity  of  another  en,ty   –  Redefine  the  rela,onship    
  20. 20. Move with time •  Upda,ng  posi,oning  over  ,me   –  Laddering:  how  to  deepen  the  meaning  of  the  brand   to  tap  into  core  brand  associa,ons  or  more  abstract   considera,ons   –  Reac,ng:  how  to  respond  to  compe,,ve  challenges   that  threaten  an  exis,ng  posi,oning   •  Do  nothing   •  Go  on  the  defensive   •  Go  on  the  offensive  
  21. 21. Do it …to know it! •  Pick  2  big  brands  in  the  same  category   •  Evaluate  the  posi,oning  of  each  brand.     –  Who  are  the  target  markets?     •  Who  and  how?   –  What  are  their  main  points  of  parity  and  points  of   difference?     •  Both  performance  and  imagery   –  Have  they  defined  their  posi,oning  correctly?   –  How  might  it  be  improved?  
  22. 22. Defining and Establishing , Brand Mantras Core  Brand  Associa,ons:  are  those  abstract   associa,ons  that  characterize  the  5  to  10  most   important  aspects  or  dimensions  of  a  brand.     They  can  serve  as  the  basis  of  brand  posi,oning  in   terms  of  how  they  create  points  of  parity  and   points  of  difference.  
  23. 23. Create a mental map •  Create  mental  map:  all  salient  brand  associa,ons   and  responses  for  a  par,cular  target  market.   •  Group  brand  associa,ons  into  related  categories   with  descrip,ve  labels  
  24. 24. Sample  of  a  mental  map   trendsetter popular changing mainstream trusting original Real and genuine leader MTV   informative For me Fun and entertaining music lifestyle young Live and immediate connected interactive Hip and cool Irreverent and rebellious
  25. 25. Points that impact •  Music   •  Interac,vity   –  What’s  hot  and  what’s  new   •  Credibility   –  Expert,  trus,ng,  reality   •  Personality   –  Irrelevant,  hip,  cool   •  Accessibility   –  Relevant,  for  everyone   –  Connected  and  par,cipatory   •  Community   –  Share  experience   •  Spontaneity   –  Up  to  the  minute,  immediate   •  Originality   –  Genuine,  crea,ve   •  Fluidity   –  Always  changing  and  evolving    
  26. 26. Brand Mantras Heart  &  Soul   Core  brand  promise   Similar  to  brand  essence   3  –  5  words  that  captures  spirit  of  the  brand   Ex:  McDonald’s  brand  philosophy:  “Food,  Folks  and   Fun”    
  27. 27. Designing Brand Mantras •  What  the  brand  is  and  what  is  not!!!   –  Brand  func,on:  nature  of  product,  benefits  the  brand  provides    ex:  Nike  –  performance    ex:  Disney  -­‐-­‐  entertainment   –  Descrip,ve  modifier:  further  clarifies  its  nature    ex:  Nike  –  athle,c  (not  just  typical  performance)    ex:  Disney  -­‐-­‐  family   –  Emo,onal  modifier:  provide  another  qualifier,  how  exactly  does   the  brand  provide  benefits  and  in  what  ways?      ex:  Nike  –  Authen,c    ex:  Disney  -­‐-­‐  fun  
  28. 28. Articulate your brand •  Communicate:  a  good  brand  mantra  should  both   define  the  category  of  business  to  set  the  brand   boundaries  and  clarify  what  is  unique  about  the   brand   •  Simplify:  an  effec,ve  bran  mantra  should  be   memorable,  short,  vivid   •  Inspire:  the  brand  mantra  should  also  stake  out   ground  that  is  personally  meaningful  and  relevant   to  as  many  employees  and  possible    
  29. 29. Want  to  learn  more  write  to  us  at  info@unspunmarke%ng.com