Brand positioning

1. POSITION

2. BRAND POSİTİON
Positioning is the act of designing the
company’s offering and image to occupy a
distinctive place in the mind of the target
market.

5. POSITIONING
Specifically, deciding on a positioning requires:
1) Determining a frame of reference by
identifying the target market and relevant
competition,
( 2) Identifying the optimal points of parity and
points of difference brand associations given
that frame of reference, and
( 3) Creating a brand mantra to summarize the
positioning and essence of the brand.

6. Competitive Frame of Reference

7. ANALYZING COMPETITORS

8. Defining Associations
Points-of-difference
(PODs)
• 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 (POPs)
• Associations that are not
necessarily unique to the
brand but may be shared
with other brands

9. POD
Desirable to consumer
Deliverable by the company.
Differentiating from competitors.

10. Establishing Category Membership
This “four-in-one entertainment solution” from
Konica failed to establish category
membership

11. Choosing POD and POP

12. Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability

13. Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability