Brand positioning<br />DebaDutta Singh<br />  Dept of mgmt studies<br />pondicherry University<br />
-DIFFERENTIATE  OR  DIE-<br />                                  - THE BATTLE FOR YOUR MIND<br />Positioning or situating t...
        POSITIONING EXAMPLE<br />eBay’s positioning : No matter what “it”is, you can find “it”on eBay!<br />
     POSITIONING EXAMPLE<br />To (target segment and need) our( brand) is a (concept) that( point-of-difference).<br />“To...
Positioning  Maps: Luxury  SUVs<br />Price vs Orientation  Dimenshions<br />
Positioning  Strategy<br /><ul><li>Competitive  Advantages
 Points of Parity
 Points of Differentiation</li></ul>Positioning  results from differentiation and competitive  advantages  <br />
Sources of  Differentiation<br /><ul><li>Product design
Quality
Additional Services
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  1. 1. Brand positioning<br />DebaDutta Singh<br /> Dept of mgmt studies<br />pondicherry University<br />
  2. 2. -DIFFERENTIATE OR DIE-<br /> - THE BATTLE FOR YOUR MIND<br />Positioning or situating the brand in the target consumer’s mind in such a way, that in his or perception of the brand, it is distinctive and offers a persuasive customer value than its competitors.<br />
  3. 3. POSITIONING EXAMPLE<br />eBay’s positioning : No matter what “it”is, you can find “it”on eBay!<br />
  4. 4. POSITIONING EXAMPLE<br />To (target segment and need) our( brand) is a (concept) that( point-of-difference).<br />“To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go more easily and reliably than the competing technologies.”<br />
  5. 5. Positioning Maps: Luxury SUVs<br />Price vs Orientation Dimenshions<br />
  6. 6. Positioning Strategy<br /><ul><li>Competitive Advantages
  7. 7. Points of Parity
  8. 8. Points of Differentiation</li></ul>Positioning results from differentiation and competitive advantages <br />
  9. 9. Sources of Differentiation<br /><ul><li>Product design
  10. 10. Quality
  11. 11. Additional Services
  12. 12. Image
  13. 13. People (staff)
  14. 14. Price
  15. 15. Others</li></li></ul><li>Choosing the Right Competitive Advantages<br />The best competitive advantages are<br /><ul><li> Important
  16. 16. Distinctive
  17. 17. Superior
  18. 18. Communicable
  19. 19. Pre-emptive
  20. 20. Affordable
  21. 21. Profitable </li></li></ul><li> Positioning Errors<br />Under-positioning<br />- not positioning strongly enough<br />Over-positioning<br />-giving buyers too narrow a picture of product<br />Muddled Positioning<br />-leaving buyers with a confused image of a product.<br />
  22. 22. Generic Product Positions &<br /> Value Propositions<br />
  23. 23. THANK YOU<br />

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