COntent of Bran Positioning

1. BRAND POSITIONING:PresentationSpeech
Branding:
A brand issymbol, mark, logo, name, word, and/orsentence that companies takeson an identity by
itself.
Brandsare drivenby creative people in the marketingand advertisingarena. Only Somemarketers
are able to makean impact onprospect’smind andothers perish in the ocean of extensive
overcommunicatedenvironment.
Those whosurvive the whirlwind andwe know themas Brand
Branding is like climbing Mt. Everest whichrequiresResearch, strategy, teamwork, technology,
innovation and above all a visionary.
Positioning:
A new approach to communication nowa days is called “Positioning”
Positioningis what youdoto the mindof prospects. They are cosmetic changesthat creates an
worthwhile image in humanmindwith brand. Positioningisan approachto reach your target market
andkiller move tocapture the market. Positioningis an creative ART.
It requires a presence of mind, humantouch, straightforward clear anddefined premise andthe
foremostit shouldtouchbase with reality.Oncethe mind is made up, it is impossibleto changeit.
“Think and imagine what I said”
Positioning Strategy:
AVIS:
A historical advertisement story taken from States that’s talk about positioning of number 2
rent-a-car brand. It is asking customers.. why choose us??
In spite we are the second. we maintain standard and hygienic car and our queue is
short.
How position strategy is designed:
It is based on
Whatcustomerwant
Whatyouhavetooffer and
Whatareyourcompetitor’s
What customers are looking is :
Relevant: Shouldbeof someuse according to the customer.
Unique: Howitis positioned inthe customers’ mind.
Desirable: Whatisthebuyingfactor
Deliverable: theability tobe delivered. False promiseslead tonegative value
Points of difference
How you place your self from other brand

2. Factor’s affecting the Brands:
Price:Howit is mappedto customerperceptual mind
Quality:mid- high,
Service:delivery
Branding Logo and
Reputation:marketstanding—Negative reputationcankill a brand
How the brand perception is positioned in prospect’s mind:
I will be speaking on Luxury Bard Positioning
On Rationalfront : I come with an expense, very high cost andquality
Fromfunctional perspective: I may be uniquecraftmanship, and cool design
Comingto emotionalfront: we deliver costly Brandthat only rich people can afford, and satisfy
emotionalneeds
Relation from : I am the Status
Apple success Story:
BothApple and Microsoftstarted at same time. Microsoftbeing the first had an edge and it took the
entire PCmarket. Apple was left behindandwas losingin market.
After a decade, Steve Jobstook over apple bardand he revolutionisedthe brand.
“InnovationwithDesign was key idea was proposed, andrestis history”
We all know where apple standnow.
I do not have to give any introduction on logo in this slide:
AMAZON:
Amazon is a mammoth in digital e-commerce, a number 1 brand and number 3 in
technology after Google, Facebook and Amazon.
Amazon is in war with every domain, be it Cloud computing infra, music, wallet, IOT- Alexa,
Prime and the name continues…
I will be speaking on AWS- Amazon web service, which started as subsidiary but became a
big revenue generator for Amazon almost $7B last financial year. AWS – On-Demand Cloud
computing platform , rich with API and used by individuals, companies and governments. It
leads $100B cloud market. We cover all continents except Alaska with services that you
required and now a days new services are added on requirement basis. It is Pay as you go
or take a subscription based on your workload.

3. SWOT analysis:
1st
in market, Spendingcapacity
Opportunity:TapIOTandBig data
Threats: Google, Microsoft, Price war
Weakness:Price andService
Either you differentiate or DIE
Survivalin an era of Killer competition.
Marketis exploded with new productsevery day andmarketers andadvertisingpeople have toburn
their wicks tomap their productor brandin the perceptual map of customer.
What is Differentiation?
How yourprospectsthink aboutyou. It is always in the mindof customer
Why it is tootuff
U have tothink from –quality, creativity, price andbrand
USP?
What benefit r u offering
How u standout from other
Stepsto differentiate
Read by line
Elephant problem: how we think aboutProduct – A perception
From : Deepak Kumar(Deepakkymap@gmail.com)