Crafting the brand positioning Kotler

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Crafting the brand positioning Kotler

  1. 1. Crafting The Brand Positioning Made By :Anita Arif
  2. 2. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
  3. 3. Developing And Communicating A Positioning Strategy
  4. 4. “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.
  5. 5. Category Membership:- Product or set of products which a brand competes and which function as substitute. Example:- 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. OLYMPUSNIKON Hewlett-Packard
  6. 6. Defining Associations: 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 brands.
  7. 7. Brand mantra’s:- 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”. Food,FolksandFun
  8. 8. Differentiations Strategies:- Approach under which a company aims to develop and market unique products for different customer segments. Means Of Differentiation:- Employee Differentiation Channel Differentiation Image Differentiation Service Differentiation
  9. 9. “positioning and Branding a small Business” Building brands for a small business is a challenge because these firms have limited resources and budgets.
  10. 10. Summary:- •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.

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