1) Brand positioning involves designing a company's offer and image to occupy a distinct and valued place in the target customer's mind. 2) Effective positioning relies on unique, meaningful points of difference that provide a competitive advantage and reason for customers to buy the brand over others. 3) Guidelines for positioning include choosing points of difference that are desirable, distinctive, and believable, as well as deliverable, communicable, and sustainable over time. Marketers must also establish points of parity and difference between their brand and competitors.

1. Brand Positioning Guidelines: Bangladesh
perspective
Md. Moniruzzaman Khan
Registration : 2007731036
Department of Business Administration
Shahjalal University of Science And Technology

2. What is a Brand ?

3. A Brand is a name ,term, sign, symbol, or designer
a combination of them, intended to identify the
goods and services of one seller or group of
sellers and to differentiate them from those of
competitors.

4. Brand Positioning
Brand Positioning: it is the act of designing the
company’s offer and image so that it occupies a
distinct and valued place in in the target customers
mind.

5. Basic Concept
Unique, meaningful points of difference provide
a competitive advantage and “reason why”
consumers should buy the brand.
“no reason why not”

6. Positioning Guidelines
• Designing and communicating the competitive
frame of reference
– To determine category membership
– Which products does the brand complete?
– Different categories will lead to different points of
parity and points of difference

7. Positioning Guidelines
• Choosing points of difference
– Desirability criteria
• Relevance
• Distinctiveness
• Believability
– Deliverability criteria
• Feasibility
• Communicability
• Sustainability

8. Positioning Guidelines
• Establishing Points of Parity and Points of
Difference
– Separate the attributes
– Leverage equity of another entity
– Redefine the relationship

9. Positioning Guidelines
• Updating positioning over time
– Laddering: how to deepen the meaning of the
brand to tap into core brand associations or more
abstract considerations
– Reacting: how to respond to competitive
challenges that threaten an existing positioning
• Do nothing
• Go on the defensive
• Go on the offensive

10. Brand positioning must sure that:
 is it unique/distinctive vs. competitors?
Is it appropriate for the major geographic
market / business?
Is it sustainable?
Is it proposition validated with unique or
original product?
Is it helpful for organization for its financial
goal?

11. So, marketers need to know…
1. Who the target consumer is?
2. Who the main competitors are?
3. How the brand is similar to these
competitors?
4. How the brand is different from
them?

12. Positioning Guidelines
Positioning errors:
Confused positioning
Double positioning