This document discusses various positioning strategies and levels for brands. It provides examples of brands positioned by attributes like reliability (Cat shoes), benefits/problem-solving (dry shampoo), competitors (Boss), advantages (rag & bone jeans), users (Nivea), status (Bourjois), and more. It also discusses positioning through the brand prism framework involving physical attributes, personality, culture, relationships, reflection, and self-image. Finally, it discusses repositioning brands due to outdated images, target audience changes, company strategy shifts, or financial performance issues.

1. POSITIONING
C H O O S E T H E B A S I C I D E A

2. Brand, product
helps identify the
owner
corresponds to a
particular mood
demonstrates the
Group's
commitment
highlights evokes
emotions
suitable well-tried
reliable,
compliant

3. "Well-tried"
POSITIONING
Born on a construction site, CAT shoes have become
the personification of strength, power, reliability and
durability. Urgency CAT stylish shoes designed for
several seasons, and strength - for decades.
(Segment directions everyday urban footwear before
2000 - 10%, now -> 85%
Our shoes are ready to test the city, and we talk to each
buyer "Check their strength!"

4. "Suitable"
POSITIONING
Boss Black / Boss - the main line; business and
informal clothing for men and women
Boss Orange - informal men's and women's clothing
(casual)
Boss Green - informal men's and women's clothing
with a sports bias
Hugo - business and informal men's and women's
clothing with a fashionable slope
During the first 9 months of 2016 net sales decreased
by 4% to 1.97 billion euros; It will be reduced by 17-
23% by the end of 2016 the company's EBITDA. 2017
for Hugo Boss should be "a year of stabilization"
boss
HUGO — clothes for stylish,
creative young people, dynamic
and somewhat maximalist
Black Lable — absolute classic
clothing for prosperous business
men

5. "Identifying"
POSITIONING
The core target audience - Manhattan yuppie,
wealthy residents of New York City.
Retail price of branded jeans and a simple
cotton jacket is $ 5-10 thousand.
From its origins in New York in 2002, rag &
bone instantaneously distinguished itself by
combining British heritage with directional,
modern design. Today, the brand has become
synonymous with innately wearable clothing
that innovatively melds classic tailoring with
an edgy yet understated New York aesthetic. reg&
bone
We sew clothes for
friends

6. "mood" positioning
lacoste
The aristocratic ideals.
Sophistication and
simplicity. Sports and
classic. Individualism

7. time and place of
origin
traditional
eastern
(provincial)
west
(metropolitan,
European)
mod

8. Ahmad tea - real English
tea
"Ahmad Tea - British tea brand of
exceptional quality. Ahmad Tea Ltd.
is the oldest family-run tea
company, which since its inception,
and until that time have put the
quality of tea above the commercial
ambitions. All the forces of the
owners and employees are focused
on building the magnificent tea
consistencies. Ahmad Tea is a
permanent member of the British
tea Office and the British Association
of tea. "

9. Dilma - Ceylon tea
Modern company Dilmah - this is the
only vertically integrated company,
which owns its tea plantations in
Ceylon, printing and packaging
factories, as well as factories for the
packaging of tea.
Dilmah brand is unique, based on
the passion for authenticity and
quality of the tea, which at the same
time is part of a philosophy that goes
beyond commerce and defining a
business as a means of care in
humans.

10. lipton - and the world
becomes brighter
Lipton Yellow Label Tea: sesquicentennial rich tradition and experience in
creating superb Lipton tea served as a reliable basis for our innovative
development.
Now, a new blend of Lipton
Yellow Label Tea contains
tea, made by an innovative
technology. The new
approach allows us to
extract the natural juice
from fresh tea leaves .

11. positioning direction
by attribute
by benefits,
problems solving
by competitor
by advantage
by use and
application
by user
by status
by social
movement
contribution
by product
category
by price-quality
ratio

12. the brand prism
physique -
packaging, logo,
product shapes
personality - style
and tone of
communications
culture - values
relationship -
what consumers
feel
reflection - the
stereotypical user
self image - how
the consumer
wants to be seen

13. the coca cola brand
prism

14. timberland brand
prism
Personality
Culture
Self imageReflection
Relationship
Physique

15. POSITIONING LEVELS

16. Socio-
demographic
nivea
Beirsdorf

17. rational
schwarz
kopf
Schwarzkopf - the hair brand,
which for the past 115 years is a
symbol of high-quality and
innovative products, designed in
collaboration with professionals.
Consumers trust Schwarzkopf
beauty products .
henkel

18. functional
dry
shampoo

19. emotional
Bourjois
Bourjois always keeps pace with
the times and remains a real
French expert in beauty, color and
trends. Philosophy remains
unchanged brand creativity,
dynamism and brightness.
Bourjois - always a synonym for
quality, color and joy.

20. evaluative
l'oreal
paris
L'oreal
Group
As the top beauty Brand sold in
retail outlets, L’Oréal Paris makes
the most innovative products
accessible to everyone. Its
ambassadors embody a certain
beauty ideal summed up in the
legendary signature: “Because
you’re worth it.”

21. repositioning
outdated brand image
change in TA
a change in the
strategy of the
company
decrease in financial
performance

23. siemens for 11 years does not
release phones
"Ingenuity for Life"Demonstration of Siemens
work in 3 key areas: product
innovation, energy
conservation and a "smart"
infrastructure
Tasks repositioning - to
convey to everyone that
Siemens produces the most
innovative technologies to
improve the quality of life;
highlight the competition -
other European industrial
giants - such as
ThyssenKrupp