Crafting The Brand
Made By :Anita Arif
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
Developing And Communicating A
“Competitive Frame oF reFerenCe”
The competitive frame of reference provides the context for
positioning, and it is a fancy way of describing the market or
context in which you choose to position your brand.
Product or set of products which a brand competes and
which function as substitute.
consumers may be aware that Hewlett-Packard produces
digital cameras, but they may not be certain whether Hewlett-
Packard cameras are in the same class as Sony, Olympus,
Kodak, and Nikon. In this instance, HP might find it useful to
reinforce category membership.
points oF diFFerenCe(pod’s)
Attributes or benefits consumers strongly
associate with a brand, positively evaluate,
and believe they could not find to the same
extent with a competitive brand.
points oF parity(pop’s)
Association that are not necessarily unique
to the brand but may be shared with other
A Brand Mantra is an articulation of the heart and soul of the
brand and is closely related to other branding concepts like
“Brand Essence” and “Core Brand Promise”.
Approach under which a company aims to develop and market
unique products for different customer segments.
Means Of Differentiation:-
“positioning and Branding a small Business”
Building brands for a small business is a challenge because these firms have
limited resources and budgets.
•To develop an effective positioning.
•Developing a positioning requires the
determination of a frame of reference.
•A company closest competitors are those
seeking to satisfy the same customers and
needs and making similar offers .
•The Key to competitive advantage is
relevant brand differentiation.
•Emotional branding is becoming an
important way connect with customers.