This document discusses brand positioning and identity. It defines brand positioning as how a consumer mentally ranks a brand in their mind based on attributes. Brand positioning involves differentiating a brand from competitors by offering better, newer, cheaper or faster products/services. It also outlines the brand positioning process and methods to differentiate, including product, service and image differentiation. The document also defines brand identity as how a company wants consumers to perceive its brands based on elements like symbols, logos and slogans. It provides examples of dimensions and elements that make up a brand's identity.

1. MADE BY:-
SNEH LATA

2. BRAND POSITIONING
 Brand positioning it is the consumer mentally rank the
brand in their minds with one or more dimensions. It
is when consumer choose the best out of number of
brands we can say brand is positioned in the mind of
the consumer.

3. DEFINITION OF BRAND POSITIONING
 “The act of designing the company’s offer so that it
occupies a distinct and valued place in the mind of the
target customer.”
 - PHILIP KOTLER

4. EXAMPLE

5. DIFFERENTIATING THE BRAND
 BETTER OFFERING: It means that the company offer
out performs its rivals.

6.  NEWER OFFERING: It means to develop the product
that did not exist before.

7.  CHEAPER OFFERING: This means getting a similar
brand for less money.

8.  FASTER OFFERING: It means the performance of
delivery time involved in buying a particular brand.

9. METHODS TO DIFFERENTIATE
 PRODUCT DIFFERENTIATION

10.  SERVICE DIFFERENTIATION

11. IMAGE DIFFERENTIATION

12. BRAND POSITIONING PROCESS
1) Identify the business's direct competition.
2) Understand the position of the competitor in the
market.
3) Documenting the provider's own position in today
market
4) Comparing the company position with its
competitor’s position.
5) Develop a distinctive differentiating and value based
position.
6) Creating a position statement with key message

13. EXAMPLE

14. ADVERTISING AND BRAND
POSITIONING
 Advertising establish the brand in a commanding
position in the minds of the target customers. In order
to get strong position, communication is focused on all
aspects of products, consumer, trends and
competition.

15. SELECTION OF RIGHT BRAND POSITION
1) Determine desired position for brand
2) Examine the current perceived position among
consumers
3) Is our desired brand position differentiated enough to
carve out a viable market niche
4) Communicate unique brand position in a way that is
understandable and compelling to our consumers.
5) To understand how our desired brand position similar to
existing brands in the marketplace.
6) Evaluate resources to overcome those similar brands and
establish a strong position
7) Follow discipline to stay true to our position
8) Choose a position that have long term viability based on
things.

16. BRAND IDENTIFICATION
 How a business wants a brand's name, communication
style, logo and other visual elements to be perceived by
consumers. The components of the brand are created
by the business itself, making brand identity the way
in which a business wants consumers to perceive its
brands, not necessarily how it is actually perceived.

17. ELEMENTS OF BRAND IDENTITY

18. DIMENSIONS OF BRAND IDENTITY
 CORE IDENTITY- IT REPRESENT THE SOUL OF
THE BRAND AND FUDAMENTAL VALUE
 EXTENDED IDENTITY- IT MAKES THE COMPLETE
DESCRIPTION

19. DIMENSIONS OF BRAND IDENTITY
OF MARUTI CARS
• ECONOMICAL
• FUEL EFFICIENT
CORE
IDENTITY
• LARGEST MARKET
SHARE
• EASY ON POCKET
EXTENDED
IDENTITY

21. SOURCES OF BRAND IDENTITY
SYMBOLS:

22. LOGOS

23. ELEMENTS OF LOGOS
 LOGO TYPE

24. ICON

25. SLOGAN

26. FUNDAMENTALS OF LODO DESIGN
 BUSINESS / PRODUCT NAME

27. •ICON

28. •TAGLINE

29. TRADEMARKS

30. EXAMPLE OF TRADEMARKS

31. PROCESS OF BRAND DEVELOPING
1. Consider the audience
2. Define the brand
Personality
3. Design brand logo
4. Choose colors wisely
5. Decide on typography
6. Add texture
7. Plan the presentation
8. Create your voice