The document discusses various aspects of brand strength and repositioning, including brand equity, awareness, quality, loyalty, and associations. It emphasizes the importance of developing strategies for each factor and presents various options for brand repositioning. Additionally, it highlights the significant impact that brand loyalty can have on a company's profits and customer retention.

1. Yo u r C o m p a n y N a m e
Brand
Strength

2. Content
2
Brand Repositioning – (Option 1 of 2)
Brand Equity
Brand Equity Framework
Brand Awareness
Brand Quality
Brand Association
Brand Loyalty
Brand Loyalty
Stages of Brand Development & Tracking Measures
Establish Brand Positioning
Brand Positioning Elements
How to Position the Brand
Brand Repositioning – (Option 2 of 2)

3. Brand Equity
3
Brand Equity
Brand Awareness
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Perceived Quality
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Brand Loyalty
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Brand Association
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Ideally, Brand equity
comprises of 4 factors;
which are discussed in
next slides. Select the
prime factors you want
to focus on and develop
your strategies

4. Brand Equity Framework
4
Brand Equity
Brand Loyalty
Perceived Quality
Other Proprietary Assets
Brand Awareness
Brand Associations
• Reduce marketing costs
• Trade leverage
• Reason to buy
• Price
• Channel member interest
• Competitive advantage
• Familiarity - linking
• Signal of substance/ commitment
• Differentiate/ positioning
• Reason to buy
• Create positive attitude/feelings
Provides value to
customers by
enhancing customer’s:
Confidence in the
purchase decision
Use satisfaction
Provides value to firm
by enhancing:
Brand loyalty
Prices/ margins
Brand extensions
Competitive advantage
Category Indicators/ Effects
Future
Performance

5. Brand Awareness
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Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up in
the ladder
Dominant
Top of Mind
Unaided Awareness
Aided Awareness
Unaware of the Brand

6. Brand Quality
6
Perceived
Brand Quality
Reason to Buy
• Customer has not the time or ability to
evaluate the quality objectively.
• Perception of quality is the determinant in
the buying decision.
Premium Price
• When The Perceived Quality Is High price
May Be/ Must Be Accordingly Higher
• Perceived Quality Enhances Profit
Growth(premium Price=quality)
Differentiation/Positioning
• Establishing A Specific Image For A Brand
(The premium, excellent) In Relation To
Competing Brands And Their Quality
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Identify your brand
segment in this brand
awareness pyramid
and prepare short term
and long term
strategies to move up in
the ladder

7. Brand Association
7
Differentiate/
Position
Reason - to
- Buy
Create Positive
Attitudes/Feelings
Help Process/Retrieve
Information
Basis for
Extensions
Associations
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We have listed out 5
different parameters
under brand
association. Prepare
your strategies for each
of the parameter

8. Brand Loyalty
8
How much are
Loyal Customers
Worth?
$1.6 Trillion
The potential revenue up for grabs from
switching among consumer brands’
Brand advocates spend 2x as much
regular customers and have 5x the
lifetime value’
80% of a business’ profits come
from 20% of its customers’
A 5% increase in customer retention
can result in a 40% lift in profit’
77% of customers still say they have no
relationship with a brand’
The probability of generating an
additional sale from an existing
customer is 7x greater than from a new
prospect’
Input your inferences
after brand tracking to
provide a better
perspective on how
loyal is your customer
base.
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9. Brand Loyalty (Contd..)
9
Committed
Fence Sitters- Considers it a friend
Passively Loyal- With switching costs
Satisfied / Habitual Buyer- No reason to changes
Switchers / Price Sensitive- No Brand Loyalty
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Identify your customers
in the brand loyalty
segment and formulate
strategy to move up the
ladder

10. Stages of Brand Development & Tracking Measures
10
Recognizable Text Here Text Here
Memorable Text Here Text Here
Favoured Text Here Text Here
Distinctive Text Here Text Here
Preferred Text Here Text Here
Consumed & Satisfactory Text Here Text Here
Low Equity/
unformed brand
High Equity/ Fully
formed brand
Development Stage Survey Measures Strategic EmphasisLevel of Development
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11. Establish Brand Positioning
11
Company &
Product
Target
Customers
Key
Benefits
Price
Value
Proposition
Quality conscious consumers
of chicken
Tenderness 10% premium
Better chicken at moderate
prices
Safety- conscious upscale
families
Durability & safety 20% premium Safest most durable wagon
Convenience- minded pizza
lovers
Delivery speed & good
quality
15% premium
Good pizza delivered
promptly at your doorstep
with moderate prices
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Evaluating the product
on the basis of
commonly used
parameters which can
be altered as per
customer requirements

12. Brand Positioning Elements
12
Essence
FactsYour Text Here
SymbolsBrand
PersonalityHow the Brand
Makes Me Look
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How the Brand
Makes Me Feel
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audience's attention.
What the Product
Does for Me
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How I Would Describe
the Product
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13. How to Position the Brand
13
Quality
Value Proposition
Own Product
Competitor B
Competitor C
Competitor D
Competitor E
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Move the circles and
the text boxes as per
your company’s
product quality and
value proposition

14. Brand Repositioning – (Option 1 of 2)
14
Segment Oriented
Celebrity Oriented
Symbolism Oriented
Up-market Technology
Niche-Oriented
Change of Image Oriented
Value Oriented
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15. Brand Repositioning – (Option 2 of 2)
15
Segment Oriented
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Symbolism Oriented
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Niche-Oriented
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Value Oriented
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Celebrity Oriented
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Up-market Technology
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Change of Image Oriented
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You can reposition the
Brand in the market on
the basis of any of the
ways mentioned in this
slide

16. Brand Strength Icons Slide
16

17. Additional
Slides
17

18. Pie Chart
18
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Product 01
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Product 02

19. Column Chart
19This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
0
10
20
30
40
50
60
70
80
90
100
FY '13 FY '14 FY '15 FY '16 FY '17 FY '18 FY '19
SalesInPercentage(%)
Product 01 Product 02

20. Area Chart
20
0
1
2
3
4
5
6
7
8
9
10
Jan Feb March April May June July Aug Sept Oct Nov Dec
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changes automatically based on data.
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Product 01
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changes automatically based on data.
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Product 02

21. Clustered Bar
21
0 1 2 3 4 5
Category 1
Category 2
Category 3
Category 4
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Product 01
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changes automatically based on data.
Just left click on it and select “Edit Data”.
Product 02

22. Our Mission
Vision
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Goals
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Mission
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22

23. 23
Our Team
Mark Leo
Designer
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Mary Parker
CEO & Founder
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Robin Clark
Financial Manager
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24. Comparison
24
VS
Female user
30%
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68%
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Male user

25. Our Goal
25
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Goal
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Goal
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Goal
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Goal

26. Timeline
26
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27. Financial
27
45% 85% 30%
Euro
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Dollar
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Pound
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28. Post It
28
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29. Idea Generation
29
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30. Thank You
Address
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Contact Numbers
0123456789
Email Address
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