Brand Positioning, Audits, Mantras, POP & POD

1. BRAND
POSITIONING
UNIT III

2. Basic Concepts
• Desired Brand Meaning –what you want the customer to
know as opposed to what he/she already knows
• Positioning- creating a distinct image of the brand in the
minds of the target audience

3. Basic Concepts
• Target Market(consumer market-industrial market-brand
loyalty) & Identifiable-Size-Accessible-Responsive
• Knowing the Competition
• Points of Parity
• Points of Difference

4. 4 Groups of Brand Users
• Factors:
• Consumer attitudes
• Satisfaction levels
• Groups:
• Convertible (highly likely to switch)
• Shallow (unlikely switcher, considers alternatives)
• Average (comfy with current, unlikely to switch)
• Entrenched (brand loyalist)

5. 4 Groups of Non users
• Strongly unavailable – strong preference for current brand
• Weakly unavailable- prefers current brand, not strong affinity
• Ambivalent- 50:50 fellow
• Available- preference for the other, has not yet switched

6. Positioning Guidelines
• Frame of Reference
• Establish POD & POP

7. Frame of Reference
• Establishing Brand’s Category Membership
• New product launch
• Consumers are aware of the category but are not convinced
• Brands affiliated to a completely different category
• Ways of reinforcing
• Communicating
• Comparing with Examplars
• Product Descriptor

8. Choosing Points of Difference
• DESIRABILITY
• Relevance
• Distinct
• Believe-ability
• DELIVERABILITY
• Feasibility
• Communications
• Sustainability

9. Establish POP & POD
• Attributes that make up the POP or POD maybe negatively co-
related
• E.g- high quality vs low cost
powerful vs safe
• Separation of Attributes
• Leverage Equity from Another Source
• Redefine Relationship

10. Update Position
• LADDERING – Maslow Theory
• REACTING
• Do Nothing
• Defensive
• Offensive

11. Brand Mantras
• 3-5 letter words
• Powerful core brand associations that customers should hold
• Also known as brand essence
• Communicate-Simplify- Inspire
• E.g
• Betty Crocker – Homemade Made Easy
• Brand Function - Cooking
• Descriptive - homemade
• Emotional - Ease

12. Brand Audits
• Comprehensive examination of a brand
• Helps discover sources of brand equity
• Consumer focused
• Strategic initiative
• BRAND INVENTORY
• Profile of each product/ service sold
• Brand elements used
• Marketing Programs
• POPs & PODs
• BRAND EXPLORATORY
• What the consumers think and feel of a brand
• Typical market research