The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.

1. Developing and
establishing a brand
positioning

3. Positioning
It is the act of designing a company’s offering and image to occupy a distinctive
place in in the mind of target market

4. Goal
 Goal is to locate the
brand in the minds of
consumers to maximize
the potential benefit of
the firm

5. Importance of positioning
A good brand positioning helps guide marketing strategy by
 clarifying the brand’s essence
 Identifying the goal it helps the consumer achieve

6. “
”
A good positioning has “foot in
the present” and a “foot in
future”

7. Characteristic
 Should be aspirational
 Should has proper balance between its present and expected status

8. RequirementsPositioning
Determining a competitive frame of reference
Identifying optimal Points-of-Difference and Points-of-
Parity
Brand Mantras

9. Result
Helps in creation of a customer-
focused value proposition

10. Shreya Shwetima
From- IIT Bombay

11. Thank you