This document discusses developing an effective brand positioning strategy. It explains that positioning is designing an offering and image to occupy a distinctive place in the target market's mind. It recommends determining the target market and competitors, then identifying points of parity and difference to guide the strategy. Finally, it stresses communicating the positioning to ensure consistency across representations of the brand.

1. Developing and Establishing an
Effective Brand Positioning
- Arushi Agrawal
IIT Kanpur

2. Positioning is the act of designing a company’s
offering and image to occupy a distinctive place in
the minds of the target market.
POSITIONING

3. Strike the right balance between what the
brand is and what it could be

4. How to determine positioning?

5. Determining a frame of reference by identifying
target market and relevant competition.

6. Identifying and Analyzing Competitors
INDUSTRY COMPETITION: Products close substitute to each other
MARKET COMPETITION: Companies satisfying same customer needs

7. Identifying optimal points of parity
and points of difference
2.

8. POINTS OF
DIFFERENCE
Attributes or benefits
that consumers strongly
associate with a brand,
positively evaluate and
believe that they could
not find the same
extent with a
competitive brand.
POINTS OF
PARITY
Attributes or benefits
that may not be
unique to the brand
but may in fact be
share with other
brands

9. Savlon highlighted its ‘no sting’ property to counter the category
perception and strong brand association created by Dettol.

10. COSTUCTING A BRAND POSITIONING BULL’S EYE

11. 3.
CREATE A
BRAND

12. DESIGNING A BRAND MANTRA

14. Establishing Brand Positioning
After determining the brand positioning strategy,
marketers should communicate it to everyone so it
guides their words and actions

15. Alternative Approach to Positioning
1. Brand Narratives and Storytelling
2. Brand Journalism
3. Cultural Branding

16. RECAP
• Positioning
• Methods to determine positioning
• Establishing brand positioning
• Alternative approach to positioning

18. These slides were created by
Arushi Agrawal, IIT Kanpur,
during a Marketing internship by
Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )