Three questions you need to ask about your brand
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This presentation is based on the HBR article with the same name. The project is done under the guidance of Prof. Sameer Mathur for the course 'Brand Management' at IIM Lucknow, 2016.
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(MBASkills.IN) How are brands successfully differentiated?
Singapore Airlines has achieved employee differentiation through its highly trained and regarded flight attendants. Eureka Fobes differentiated itself in India through door-to-door salesmen who helped craft a unique company image. Companies can differentiate themselves through optimized distribution channels, compelling brand images that appeal to consumer psychology, and innovative delivery systems or customer service approaches.
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(MBASkills.IN) How are brands successfully differentiated?
Singapore Airlines has achieved employee differentiation through its highly trained and regarded flight attendants. Eureka Fobes differentiated itself in India through door-to-door salesmen who helped craft a unique company image. Companies can differentiate themselves through optimized distribution channels, compelling brand images that appeal to consumer psychology, and innovative delivery systems or customer service approaches.
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This is a decent short and concise PPT on brand positioning. I have adapted this from someone on Scrbd.
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This document discusses branding and brand positioning. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Branding is providing goods and services with the power of the brand. The document outlines key brand elements like naming, slogans, equity and portfolios. It defines brand positioning as designing an offering and image to occupy a distinctive place in customers' minds through differentiators like attributes, benefits and product/personnel traits. Finally, it stresses that a brand is more than just a logo - it is the strategic management of all brand-related elements.Three questions you need to ask about your Brand
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2. Are we leveraging our points of parity? Points of parity establish a brand as credible within its frame of reference.
3. Are the points of difference compelling? Points of difference should be desirable, deliverable, feasible, profitable and difficult for competitors to copy. They must not contradict other brand associations.
Regular evaluation of frame of reference, points of parity, and points of difference is needed as contexts change over time. Brand positioning requires ongoing vigilance.
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This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Examples are given of positioning statements and how brands can differentiate themselves through points of difference and parity. The document also discusses how to convey a brand's category membership and ensure positioning claims are desirable, deliverable and address any negatively correlated attributes. It outlines strategies for product, personnel, channel and image differentiation and how marketing programs must be modified across a product's life cycle stages as the market evolves.
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Brand Positioning.pptx
The document discusses brand positioning and provides examples. It covers 4 parts to positioning: target market, competitive frame of reference, primary benefit, and key attribute. It also discusses points of parity and difference, segmentation, changing trends, and developing a positioning statement. Examples are given of positioning statements and perceptual maps that show how brands are positioned relative to competitors in customers' minds. Strategies for positioning and repositioning brands are outlined such as changing demographics, product changes, or image changes.
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Brand positioning
This is a decent short and concise PPT on brand positioning. I have adapted this from someone on Scrbd.
Brand positioning
Deviprasad Goenka Management college of Media Studies
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Subject:BRAND BUILDING
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This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
Market branding positioning
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Kamaraj College of Engineering and Technology
skarthikumar@gmail.comMarket branding positioning
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This document discusses branding and brand positioning. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Branding is providing goods and services with the power of the brand. The document outlines key brand elements like naming, slogans, equity and portfolios. It defines brand positioning as designing an offering and image to occupy a distinctive place in customers' minds through differentiators like attributes, benefits and product/personnel traits. Finally, it stresses that a brand is more than just a logo - it is the strategic management of all brand-related elements.Three questions you need to ask about your Brand
This document discusses important questions brands should ask about their positioning:
1. Have we established a frame of reference? A frame of reference signals what people can expect from a brand. It is important but must evolve over time.
2. Are we leveraging our points of parity? Points of parity establish a brand as credible within its frame of reference.
3. Are the points of difference compelling? Points of difference should be desirable, deliverable, feasible, profitable and difficult for competitors to copy. They must not contradict other brand associations.
Regular evaluation of frame of reference, points of parity, and points of difference is needed as contexts change over time. Brand positioning requires ongoing vigilance.
General Mills
This document provides an overview of personal branding and building a personal leadership brand. It discusses defining personal brand foundations like vision, purpose and values. It also covers assessing personal strengths, skills and attributes, and how others perceive you. The document teaches developing a personal brand statement and target audience. It stresses communicating your personal brand consistently across different situations. Finally, it emphasizes taking action like updating online profiles to reflect your personal brand.
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11
This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Examples are given of positioning statements and how brands can differentiate themselves through points of difference and parity. The document also discusses how to convey a brand's category membership and ensure positioning claims are desirable, deliverable and address any negatively correlated attributes. It outlines strategies for product, personnel, channel and image differentiation and how marketing programs must be modified across a product's life cycle stages as the market evolves.
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This document discusses the process of developing and implementing a new brand identity. It outlines key steps including creating urgency, forming a coalition, developing a vision aligned with business objectives, developing the new identity, communicating the vision, empowering others, and institutionalizing the new approaches. It asks key questions about the new identity and discusses translating the brand strategy into tools to communicate what the company does through words, names, colors, logos, and relationships. The process involves 5 key steps: identifying key issues, creating a brand system, evaluating the current assets, exploring extensions, and establishing the new branding system.
Discover Your Personal Brand - The Articulation Series - Part 1
This document provides guidance on developing a personal brand. It discusses defining personal brand foundations like vision, purpose and values. Participants complete exercises to identify their unique attributes, skills, strengths and target audience. They assess how others describe them and what impact they have. The goal is to develop a personal brand statement to guide career marketing efforts like networking, interviews and social media presence. The next steps outlined are to take assessments that provide further self-discovery, refine attributes and prepare for the next session focused on the personal brand statement and online presence.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Etsy Marketing Guide - Tips For Selling Digital Products
This guide is for those who are selling digital products on Etsy platform.
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Boost Your Instagram Views Instantly Proven Free Strategies.
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Top digital marketing institutein noida
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal DebastosDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Journey of amplification and buzz creation through podcast marketing, appealing to brands and marketers looking to expand their reach.How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastRecently uploaded (20)
QuickBooks Sync Manager Repair Tool- What You Need to Know
QuickBooks Sync Manager Repair Tool- What You Need to Know
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Mastering Dynamic Web Designing A Comprehensive Guide.pdf
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Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal Debastos
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...
Three questions you need to ask about your brand
- 1. Three Questions You Need to Ask About Your Brand Group 5 Bakkuri Shashanth Kumar | Nuthalapati Vamsidhar | Khushboo Solanki | Ritusri Ray |
- 2. Most polluted river in India Goddess in Bathroom??!!
- 3. Price similar to entry level Sedan
- 4. The Err in Sierra - too ahead of time, looks and technology - steep price
- 5. POPFOR POD
- 6. Question 1 Have We Established a Frame???
- 9. FoR - Product’s Stage in Life Cycle
- 10. FoR - Product’s Stage in Life Cycle - Initial positioning successful - Repositioning for adult segment failed
- 11. Brand itself as Frame of Reference
- 12. Question 2 Are We Leveraging Our Points of Parity???
- 13. Banks in India Current & saving plans ATM services Debit & Credit cards
- 14. New Brands
- 18. Question 3 Are The Points of Difference Compelling???
- 20. Desirability
- 21. Deliverability
- 22. Putting it all together 1. Sequencing: positioning the attributes in a sequence Value for money One stop destination Initially Gradually
- 23. 2. Leveraging Unconnected Attributes: Using Celebrities (with their credibility) make them positively correlated Health vs Taste (negatively correlated)
- 24. Strong Brand Positioning: may not require any changes with time Making It Last Sustain over time
- 27. Pitfalls of Brand positioning
- 28. Brand failures Brand repositioning failure Brand perception failure Wrong positioning and product awareness Brand POD failure
- 29. Conclusion Keep in mind: These may not be static targets & may not last long
- 30. References 1. https://nicheiima.wordpress.com/2012/07/27/cadbury-a-perfect-example-of- the-brand-evolving-with-the-indian-society/ 2. https://www.google.co.in/search?q=mountain+dew+brand+positioning+india 3. http://www.brainmaalish.com/chatbhandaar/ponds-toothpaste-a-failure- owning-to-brand-perception/ 4. http://marketingpractice.blogspot.com/2006/02/iodex-ooh-aaah-ouch.html
- 31. Thank You!