Brand Positioning

1. BRAND POSITIONING
Creating a unique slot in the consumer’s mind.
Ideally brand positioning is considered before the
brand name, before the advertisements. Campaign is
conceived, the positioning thought can be carried right
through.
In a strict sense, positioning is an encapsulation of the
reasons behind the brand.

2.  HOW TO IDENTIFY A BRAND
POSITION?
Gap analysis is a very useful tool.
 WHAT ARE THE GAPS THAT EXIST IN
THE MARKET?
Plot brands on dimensions (Benefits / reasons)
Figure out unmet needs.

3. POSITIONING TYPOLOGIES
 Various methods are available to arrive at a
brand positioning option
 But the position chosen should be
“Relevant – Unique – Believable.”

4. Cosmetics
Poor Taste Good Taste
Medicinal
Anchor
Colgate Gel
Colgate
Close up
Vicco
Pepsodent
Colgate Total

5. OPTION OF POSITIONING
 INGREDIENT BASED
(EG) Dabar amla hair oil, Colgate Total – Tricloson.
 BENEFIT BASED
What is the end benefit the brand is serving?
(EG) Moov is for back pain relief krack – for healing cracked
feet
 USAGE BASED
What are the usage methods/occasions the brand is
propagating?
(EG) Vicks Vapo Rub – relief from cold by rubbing action.
Nycil Talcum Powder – Prickly heat powder for summer use.

6.  FEATURE BASED
Is there that the brand can stand apart from the competition!
(EG) Hero Honda – 4S: Engine
Caption Salt – Free Flow
 USER BASED
Can the brand stand for a particular type of user?
(EG) Thumps Up – “Taste the thunder “-Adventurous.
Four Square – “living Life King Size“- Adventurous.
 PRICE BASED
A Brand can take on a price warrior position to stand apart.
(EG) Nirma – Being seen as a low priced, discount Brand
 VALUE BASED
A Brand can add value to a great offering to apart.
(EG) Indica – stands for great value “More car per car”.

7.  TRADITION
Several Indian Brands have used tradition to stay in the consumer
minds.
(EG) Dabur Chavanprash – Used grandfather to grandson imagery for
years.
 COMPETITIVE
A Brand can position itself vis -a -vis the leading brand (Ex) I am the no.
1 not the other brand.
 TECHNOLOGY
Today technology has become ubiquitous Brands in all kinds of product
categories, from computers to cosmetics, claim technology.
(EG) Intel – Technology driven “Intel Inside”
then to “Pentium “Branding.
 DESIGN
Brands can stand apart purely on design
Aesthetic is the next new trends.
(EG) Frooti – Tetra pack design.
Smirn off – Unique Shape of Bottle.

8. COUNTRY
A Brand can use its country of origin
to come a unique position in consumer’s
mind.
(EG) Bacardi - a Carribean white
Rum, the Carribean free Sprit.
Hamam – South Indian Feel.
Dabur – North Indian Feel

9. CORPORATE POSITIONING
TYPOLOGY
Corporate Brands are by and large falling in to
three broad positioning options.
 Innovation Driven – Sony
 Value Driven – Reliance
 Consumer Driven – Jet Airways.

10. COMPONENTS OF WELL CONSTRUCTED POSITIONING
A. Definition of the Target market you wish to
pursue.
B. A Definition of the Business your company
is in or the industry or category it competes.
C. A statement of your point of Difference.

11. MASTER BRAND POSITIONING CRITERIA
Motivation
Relevant to the tgt. Consumer.
Meets at both fn.& emotional level.
Inspires & guides the brand stretch.
Different True
Master Brand Positioning

12. TESTING AND VALIDITING
OF POSITIONING
Testing and Validation has to answer these
questions:
A) DESIRABILITY
 Is the positioning offer desired by consumers?
 Does it answer an unmet needs?
 Does it create a need?
B) DELIVERABILITY
 Is the product offer capable of delivering the positioning?
 Is it significant delivery, from consumer’

13. THE GUIDING PRINCIPLESTHE GUIDING PRINCIPLES
OF BRAND POSITIONINGOF BRAND POSITIONING

14. FIT
Seek to leverage
strengths of
existing
brand picture
FIT
Seek to leverage
strengths of
existing
brand picture
SUSTAINABILITY
Maximise the length
Of time this
positioning can be
owned within the
competitive set
SUSTAINABILITY
Maximise the length
Of time this
positioning can be
owned within the
competitive set
CREDIBILITY
Get a credible fit
between who you
are and the supplier
predicted by the
customer
model.
CREDIBILITY
Get a credible fit
between who you
are and the supplier
predicted by the
customer
model.
UNIQUENESS
Go where the
competitors are
not
UNIQUENESS
Go where the
competitors are
not
VALUE
Focus on the
perceived benefits
that customer’s
value, as determined
by the customer model
VALUE
Focus on the
perceived benefits
that customer’s
value, as determined
by the customer model
5 PRINCIPLES
OF EFFECTIVE
POSITIONING
5 PRINCIPLES
OF EFFECTIVE
POSITIONING

15. REPOSITIONING
 Repositioning deals essentially with
changing already existing
perceptions to more favorable ones.
The key word here is “ Change”.

16. REASONS OF REPOSTIONING
 Increasing competition (domestic & global
companies)
 The dynamic consumer (a changing mind set)
 Advent of technology.
 Diffused positioning (too general a position)
 Incorrect positioning.
 Outdated positioning (stodgy & outdated stances)

17. The 5 PS OF REPOSITINING. REPOSITIONING MODEL
PASSAGE
PERCEPTION
PRODUCT PEPOLE
PRO - ACTIVE

18.  PRO – ACTIVENESS
 PRODUCT
 PEOPLE
 PERCEPTION
 PASSAGE

19. PRECAUTIONS
 Can this new positioning be sustained?
 Is this new position radically different?
 Are changes required in the other elements of the
marketing mix?
 Are internal/organizational changes required ?
 Hence, 6th
p – PERCAUTION.

20. OPTIONS FOR REPOSTIONING
 REDFINE THE PRODUCT CATEGORY IN WHICH THE BRAND IS PLACED
 CHANGE THE BENEFIT OR BENEFIT COMBINANTION THAT THE BRAND
OFFERS TO THE CONSUMER.
 MODIFY THE BASIC PRODUCT ITSELF TO PROVIDE THE CUSTOMER WITH
NEW BENEFITS.
 TAKE A NEW LOOK AT THE BRAND’S USE/APPLICATION OCCATION
 LOOK AT A NEW PRODUCT USER [ (I.e..) NEW TARGET SEGMENT]
 CHANGE THE BRAND’S PERSONALITY/IMAGE
 TRY TO CHANGE THE CONSUMER’S IDEAL POSITION.
 REPOSITION THE COMPETITION.