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  BRAND POSITIONING
 
  BRAND POSITIONING
Brand  positioning  refers  to  the  art 
and science of fitting the product of 
service to one or more segments of 
the broad market in such a way as to 
set  it  meaningfully  apart  from  the 
competition.
•The brand`s positioning is the place in the consumers mind that you want
your brand to own. It is the benefit you want your consumer to perceive
when they think of your brand.
•A strong brand position means that the brand has a unique, credible and
sustainable position in the mind of the consumer.
•It stands for that one benefit that your product provides apart from your
competition.
• It also gives you the direction required to focus the organisation and focus
on the strategic efforts.
•The brand`s positioning is the place in the consumers mind that you want
your brand to own. It is the benefit you want your consumer to perceive
when they think of your brand.
•A strong brand position means that the brand has a unique, credible and
sustainable position in the mind of the consumer.
•It stands for that one benefit that your product provides apart from your
competition.
• It also gives you the direction required to focus the organisation and focus
on the strategic efforts.
   Rules of positioning
Basic qualities of brand positioning include:
•Relevance: Positioning of brand must focus on benefits that are important to people or reflect the
character of the product.
•Clarity: Brand should be positioned in such a way that it is easy to communicate and quick to
comprehend.
•Distinctiveness: In current market situation there are a reasonably good number of players vying
for a share in the market, forcing them to compete on the basis of price or promotion. To overcome
such a situation, company needs to offer distinctiveness in its products or services.
•Coherence: A brand should speak with one voice through all the elements of the marketing mix.
•Commitment: Management should be committed to the position it has adopted. Once a position is
adopted, it takes commitment to see it through.
•Patience: Patience plays an important role in the success of brand as branding is not a one-day
wonder – it takes years to position a brand in consumers’ mind.
•Courage: Adopting a strong brand position requires courage as it is much easier to defend an
appeal rather than generate sales pitch
Basic qualities of brand positioning include:
•Relevance: Positioning of brand must focus on benefits that are important to people or reflect the
character of the product.
•Clarity: Brand should be positioned in such a way that it is easy to communicate and quick to
comprehend.
•Distinctiveness: In current market situation there are a reasonably good number of players vying
for a share in the market, forcing them to compete on the basis of price or promotion. To overcome
such a situation, company needs to offer distinctiveness in its products or services.
•Coherence: A brand should speak with one voice through all the elements of the marketing mix.
•Commitment: Management should be committed to the position it has adopted. Once a position is
adopted, it takes commitment to see it through.
•Patience: Patience plays an important role in the success of brand as branding is not a one-day
wonder – it takes years to position a brand in consumers’ mind.
•Courage: Adopting a strong brand position requires courage as it is much easier to defend an
appeal rather than generate sales pitch
Examples of positioning
Based on size
Based on shape
Based on toughness and endurance
Based on low price
Based on high price
Based on quality
Based on time of day
Based on substitution
Based on sex of the consumer
Based on age
Based on athletic approach
Based on cultural symbols

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brand positioning with examples

  • 1.     BRAND POSITIONING     BRAND POSITIONING Brand  positioning  refers  to  the  art  and science of fitting the product of  service to one or more segments of  the broad market in such a way as to  set  it  meaningfully  apart  from  the  competition.
  • 2. •The brand`s positioning is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. •A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer. •It stands for that one benefit that your product provides apart from your competition. • It also gives you the direction required to focus the organisation and focus on the strategic efforts. •The brand`s positioning is the place in the consumers mind that you want your brand to own. It is the benefit you want your consumer to perceive when they think of your brand. •A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer. •It stands for that one benefit that your product provides apart from your competition. • It also gives you the direction required to focus the organisation and focus on the strategic efforts.
  • 3.    Rules of positioning Basic qualities of brand positioning include: •Relevance: Positioning of brand must focus on benefits that are important to people or reflect the character of the product. •Clarity: Brand should be positioned in such a way that it is easy to communicate and quick to comprehend. •Distinctiveness: In current market situation there are a reasonably good number of players vying for a share in the market, forcing them to compete on the basis of price or promotion. To overcome such a situation, company needs to offer distinctiveness in its products or services. •Coherence: A brand should speak with one voice through all the elements of the marketing mix. •Commitment: Management should be committed to the position it has adopted. Once a position is adopted, it takes commitment to see it through. •Patience: Patience plays an important role in the success of brand as branding is not a one-day wonder – it takes years to position a brand in consumers’ mind. •Courage: Adopting a strong brand position requires courage as it is much easier to defend an appeal rather than generate sales pitch Basic qualities of brand positioning include: •Relevance: Positioning of brand must focus on benefits that are important to people or reflect the character of the product. •Clarity: Brand should be positioned in such a way that it is easy to communicate and quick to comprehend. •Distinctiveness: In current market situation there are a reasonably good number of players vying for a share in the market, forcing them to compete on the basis of price or promotion. To overcome such a situation, company needs to offer distinctiveness in its products or services. •Coherence: A brand should speak with one voice through all the elements of the marketing mix. •Commitment: Management should be committed to the position it has adopted. Once a position is adopted, it takes commitment to see it through. •Patience: Patience plays an important role in the success of brand as branding is not a one-day wonder – it takes years to position a brand in consumers’ mind. •Courage: Adopting a strong brand position requires courage as it is much easier to defend an appeal rather than generate sales pitch
  • 6. Based on toughness and endurance
  • 7. Based on low price
  • 10. Based on time of day
  • 12. Based on sex of the consumer
  • 14. Based on athletic approach
  • 15. Based on cultural symbols