1. Effective brand positioning requires identifying competitors, finding optimal points of difference and parity, and designing an inspiring brand mantra. 2. Alternative approaches to positioning include cultural branding, brand journalism, and storytelling. A company can also straddle two frames of reference by having one set of points of difference and parity. 3. Tools for positioning include perceptual maps and bull's-eye diagrams. Subway found success positioning itself as offering healthy yet tasty sandwiches, creating a point of parity around taste against McDonald's while emphasizing its point of difference in health compared to fast food.

1. Effective Brand
Positioning
Howis it done?

2. Doing it the ClassicalWay,

3. Set a Competitive
Frame of Reference
Knowwho you are going to
Mess around with
Or

4. For that, Identifythem.

5. And Analyse your Competitors

6. Secondly,
Find Optimal Points of Difference (POD)
and Points of parity (POP)

7. To be more clear,

8. And Finally,
Design a Brand Mantra
That is
Simplebut
can Communicateand
yet Inspiring.

9. AlternativeApproaches :
CulturalBranding
Brand Journalism
Brand Narrativesand Story telling

10. StraddlePositioning:
A company will be able to straddle two frames of reference of with
one set of
points-of-difference and
points-of-parity.

11. ToolsUsed for Positioning:
Perceptual Maps:

12. Bull’s-Eye:

13. 1.Set a Competitive frame of reference.
Sensodynecarved out a profitable share with the idea of toothpastes for
Sensitive teeth in the oral care market dominated by Colgate-palmolive
Recap with Notable Examples:

14. 2.Finding Optimal POD and POP
Savlon came up with ‘no-sting’ property against Dettol

15. 3.Design a Brand Mantra
Although Nike’s internal brand mantra was authentic athletic
performance
But it’s external slogan was ‘JUST DO IT’.

16. Straddle Positioning
Subway positioned itself as offering healthy, good tasting sandwiches
Thus creating POP on taste and POD on health w.r.t McDonald’s
And a POP on health and POD on taste w.r.t Health food restaurants.

17. Whether You Follow the Classical Strategy or not,
Make
Your Firm

18. Stand Out !

19. Created by Sadhique K
Kunhahamed,
IIITD&M-K, during an internship
by Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com

20. Thank You