The document discusses product positioning and branding. It defines positioning as designing a company's offers and image to occupy a distinct place in customers' minds. Elements of positioning include the product, company, competition, and consumer. Branding transforms commodities into value-added propositions through building brand identity, positioning, leveraging extensions, measuring equity, and protecting the brand. Successful brands develop deep respect for how their products fit into consumers' lives.

1. PRODUCT POSITIONING By Deepak

6. Conformance quality:- (Zax-2) Is the degree to which a product’s design & operating characteristics come close to the target standard. Durability:- (Zax-5) Is measure of the product’s expected operating life. Reliability:- Is the measure of the probability that the product will not malfunction or fail within a specific time period Repairability:- (Zax-5) Is the measure of ease of fixing a product that fail or malfunction expected operating life Style:- (Zax-3) Describes how well the product looks and feels to the buyers.

7. Design:- (Zax-3,1) A well designed product would be easy to open, install ,learn how to use, repair and dispose of. A good design attract , attention , improve , quality , and performance , lower costs and more strongly communicate value to the intended target market. Service differentiation Delivery Installation Consumer Training Consulting Services Repair Miscellaneous

8. Delivery:-Zax-7 Refers to how well , which includes , speed , accuracy , and care attending , the product or service is delivered to the customer Installation:- The marketers may differ in the quality of their installation . The buyers of heavy equipments expects good installation service from the marketer. Installation refers to the work done to make a product operational in its planned location. Customer training:- Refers to training the customer to use the marketer’s equipment properly and efficiently. As in the case of computers it is very important Consulting services:- Refers to the advising service that the market has offer free of cost at the time of installation the product. Repair:-Zax-7 Refers to the quality of repair service available to the buyers of the company’s product. Automobile buyers are quite concerned with the quality of repair service that they can expect from any dealer from whom they buy.

9. Miscellaneous services :- Zax-8 Includes warranty, maintenance contract etc. Personnel Differentiation Competence courtesy credibility Reliability Responsiveness Communication

10. Image Differentiation Symbol Environment Media Events

11. A concept so simple, people have difficulty understanding how powerful it is!

17. ‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout

18. ‘ It’s difficult to change behaviour, but easy to work with it’ - Paco Underhill

35. Warming up to brands

36. Let’s identify the brands associated with these visuals and slogans

56. Brands….The beginning

61. We work not for ourselves, not for the company, not even for our clients. We work for Brands Brand Stewardship ( Ogilvy)

62. To be most valued by those who most value brands Brand Stewardship ( Ogilvy)

64. Brand “ A brand is nothing more or less than the sum of all the mental connections people have around the product. Memories from childhood, something your mum said ... and in the case of newer brands, memories from ads. The trick is to arrange things so that the mental connections around the brand are enhancing” Michael Perry Former Chairman & CEO, Unilever

65. Brand “ Consumers build brands the way birds build nests... from scraps and straws they chance upon” Jeremy Bullmore Former Chairman JWT

72. Brand anatomy

73. Brand Gestalt Physical Product Attributes Quality Uses Brand Personality Logo Visual Appearance Country of Origin User Imagery Tangible Benefits Emotional Benefits Brand Customer Relationship Source: Soni Simpson, Stuart Graduate School of Business

77. How do brands provide value?

80. The Product and the brand

88. Branding

98. THANK U……………. HAVE A GOOD DAY…….................... MAY GOD GIVE U ALL THE HAPPINESS IN THIS WORLD