This document discusses brand positioning. It defines brand positioning as ensuring all brand activity aims to attract a target consumer by focusing on the brand's benefits over competitors. The document outlines the steps to develop an effective brand positioning strategy, including determining the current positioning, identifying competitors, understanding competitor positioning, identifying uniqueness, developing a positioning statement, and testing. It also provides criteria for evaluating a positioning strategy and characteristics of a good strategy such as being relevant, clear, unique, and customer-validated. Finally, it discusses types of positioning strategies such as lifestyle, problem-solver, parent brand, product-specific, and feature-specific positioning.

2. Brand positioning
Brand management
MBA 3.5 4th semester
Group (c)

3. Group Members
1. Arooba Kashif.
2. Lubna Ashraf.
3. Sawera Allah Ditta.
4. Moazzma Qadri.

4. What is Brand?
Brand is a promise that the product will
perform as per customer’s expectations. It
shapes customer’s expectations about the
product.

5. What is brand positioning?
 Brand positioning refers to “target consumer’s” reason to
buy your brand in preference to others. It is ensures that all
brand activity has a common aim; is guided, directed and
delivered by the brand’s benefits/reasons to buy; and it
focusses at all points of contact with the consumer.
Brand positioning must make sure that;
 Is it unique/distinctive vs. competitors ?
 Is it significant and encouraging to the niche market ?

6. Step Brand Positioning Strategy Process
 In order to create a position strategy, you must first identify
your brand’s uniqueness and determine what differentiates
you from your competition.
There are some steps to effectively clarify your positioning in
the marketplace:
 Determine how your brand is currently positioning itself.
 Identify your direct competitors.
 Understand how each competitor is positioning their brand.
 Compare your positioning to your competitors to identify
your uniqueness.

7. Step Brand Positioning Strategy
Process cont.…
 Develop a distinct and value-based positioning idea.
 Craft a brand positioning statement.
 Test the efficacy of your brand positioning statement.

8. Criteria for Evaluating Your Brand
Positioning Strategy
 An intelligent and well-crafted positioning statement is a
powerful tool for bring focus and clarity to your marketing
strategies, advertising campaigns, and promotional tactics.
 If used properly, this statement can help you make effective
decisions to help differentiate your brand, attract your target
customers, and win market share from your competition.

9. Criteria for Evaluating Your Brand
Positioning Strategy cont.…..
Here are 15 criteria for checking your brand positioning:
 Does it differentiate your brand?
 Does it match customer perceptions of your brand?
 Does it enable growth?
 Does it identify your brand’s unique value to your customers?
 Does it produce a clear picture in your mind that’s different
from your competitors?

10. Criteria for Evaluating Your Brand
Positioning Strategy cont.….
 Is it focused on your core customers?
 Is it memorable and motivating?
 Is it consistent in all areas of your business?
 Is it easy to understand?
 Is it difficult to copy?
 Is it positioned for long-term success?
 Is your brand promise believable and credible?

11. Criteria for Evaluating Your Brand
Positioning Strategy cont.….
 Can your brand own it?
 Will it withstand counterattacks from your competitors?
 Will it help you make more effective marketing and branding
decisions?

12. Characteristics Of A Good Brand
Positioning Strategy
Relevant
The positioning strategy you decide should be relevant
according to the customer. If he finds the positioning irrelevant
while making the purchase decision, you’re at loss.
Clear
Your message should be clear and easy to communicate.
E.g. Rich taste and aroma you won’t forget for a coffee product
gives out a clear image and can position your coffee brand
differently from competitors.

13. Characteristics Of A Good Brand
Positioning Strategy cont.….
Unique
A strong brand positioning means you have a unique
credible and sustainable position in the customers’ mind. It
should be unique or it’s of no use.
Desirable
The unique feature should be desirable and should be able
to become a factor which the customer evaluate before buying
a product.

14. Characteristics Of A Good Brand
Positioning Strategy cont.….
Deliverable
The promise should have the ability to be delivered. False
promises lead to negative brand equity.
Points of difference
The customer should be able to tell the difference between
your and your competitor’s brand.
Recognizable Feature
The unique feature should be recognizable by the customer.
This includes keeping your positioning simple, and in a
language which is understood by the customer.

15. Characteristics Of A Good Brand
Positioning Strategy cont.….
Validated by the Customer
Your positioning strategy isn’t successful until the time it is
validated by the customer. He is the one to decide whether you
stand out or not. Hence, try to be in his shoes while deciding
your strategy.

16. Types of Positioning
A positioning strategy depends on many factors which include
current market conditions, your product, USP(Unique Selling
Proportion) of your product, competitors, their products and
the USPs of their products. Marketers plan of how they want
their product to be seen by the customers in future also plays a
vital role in deciding which type of positioning strategy to
choose.

17. Types cont.….
1. Lifestyle Positioning:
By positioning itself as a lifestyle
brand, a brand tries to sell an image
and identity rather than the product.
The main focus is to associate the
brand with a lifestyle and focus is more
on the aspirational value than the
product value. Cigarette, Alcohol, and
Tobacco companies are often seen to
use lifestyle positioning while marketing
their products.

18. Types cont.….
2.The Problem Solver
Most of the brands focus on
positioning their products as a one
stop solution for a specific problem.
They pinpoint the pain areas and the
challenges the consumers face in their
communication and other marketing
strategies and mend it into promoting
their product.

19. Types cont.….
3. Parent Brand
This positioning strategy aims at
establishing a brand promise and a
reputation of the parent brand. All
the products and sub-brands under
the parent brand seem to comply to
the established promise.

20. Types cont.….
4. Product Specific
Some brands which caters to
different market segments, use
product specific positioning
strategies where they position their
different products differently than
others. This is usually seen in the
automobile industry.

21. Types cont.….
5. Feature Specific
When the competition is huge
and the products are similar,
companies usually position their
products by focusing more on
specific features like price, quality,
or other micro features
depending on the product sold.
This type of positioning strategy
is usually seen in mobile industry.

22. Brand Positioning
Examples
 Colgate is positioned as protective.
 Woodland is tough and perfect for outdoors.
 Coca-Cola brings happiness.

23. Brand Positioning
Conclusion:
Brand positioning is nothing more than a way to help prospective
customers make sense of your business. When you position your firm, you
begin to stand for something distinct and useful. Not everyone is going to
want what you have to offer. But to those clients that need your services,
your positioning will make your firm extraordinarily attractive.