This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties

1. Developing and
Establishing an
Effective Brand
Positioning
Priyanka
IIT Kanpur

2. What is POSITIONING ?
Positioning is the act of designing a
company’s offering and image to occupy a
distinctive place in the minds of the target
market.

3. The real trick...
Strike the right balance between what the
brand is and what it could be

4. How to determine
positioning ?

5. 1.
Determining a frame of reference
by identifying target market and
relevant competition

6. Identifying and Analyzing
Competitors
VS
Coca-Cola missed seeing the market for coffee bars
that eventually impinged on its soft-drink business

7. 2.
Identifying optimal points of
parity and points of difference

8. VS
Savlon highlighted its ‘no sting’ property as the key
differentiator

9. 3.
Creating a brand mantra to
summarize the positioning and
essence of the brand

10. Disney adopted an internal brand mantra of “fun
family entertainment” to serve as a screen for
proposed ventures

11. Establishing Brand Positioning
After determining the brand positioning
strategy, marketers should communicate it
to everyone so it guides their words and
actions

12. One helpful schematic to do so is a brand-positioning
Bull’s-eye

13. Alternative Approach to Positioning
1.Brand Narratives and Storytelling
2.Brand Journalism
3.Cultural Branding

14. Positioning and Branding a Small
Business
Building brands for a small business is a
challenge because these firms have limited
sources and budgets.
Apart from focus and consistency, they
require creativity for positioning and
branding

15. Recap
• Definition of positioning
• Methods to determine positioning
• Establishing brand positioning
• Alternative approach to positioning
• Positioning and branding a small business