Prof Chaitali Chandarana MeANING A brand can hope at best to occupy such a position as a tenant for periods that will vary according to the quality and quantity of marketing efforts behind that brand ID: 601961
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Slide1
BRAND POSITIONING
Prof. Chaitali ChandaranaSlide2
MeANING
A brand can hope at best
to occupy such a position as a tenant, for periods that will vary according to the quality and quantity of marketing efforts behind that brand.
Once
the core product concept is chosen, it defines the character of the product space in which the new product has to be positioned.
This
is the core thought behind brand positioning - the idea that each brand (if at all noticed) occupies a particular point or space in the individual consumer's mind, a point that is determined by that consumer's perception of the brand in question and in its relation to other brands
.
Positioning, therefore, starts with our understanding or 'mapping' of a prospect consumer's mental perceptions of products. Slide3Slide4Slide5
Brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.
The four salient characteristics of a brand position as reflected by the phrases “part”, “target audience”, “actively communicated”, and “demonstrates advantage”.Slide6Slide7
Comparision
with brand identity:
Comparison of the identity with the image will usually result in one of three very different communication tasks being reflected in a brand position statement. Any brand image can be
Augmented (if a dimension needs to be added or strengthened) e.g., add social group acceptance
Reinforced and exploited (if the image associations are consistent with the identity and are strong) e.g., reinforce fun and humor
ous
personality
Diffused, softened or deleted (if the image is inconsistent with the brand identity) e.g., soften middle-aged-user imagerySlide8
Brand positioning
Demonstrates
An Advantage
Resonate with the Customer
Differentiate Oneself from Competitors
Matching Versus Beating CompetitorsSlide9
KEY points about positioning
It
is a strategic, not a tactical, activity
It is aimed at developing a strategic, sustainable competitive advantage
It is concerned with managing perceptions
Brand image and reputation are the result of the positioning process Slide10
Components of positioning
The four basic components of the positioning concept are:
Product class
Consumer
segmentation.
Consumer perception
The
benefits offered by the
brand.Slide11
I. PRODUCT CLASS Positioning
Position in relation to attributes
Positioning the product in relation to users/ image.
Position in relation to
competetion
Position directly against
competetion
Positioning away from
competetion
.
Positioning in relation to a different product classSlide12
II. Approaches to Consumer segmentation positioning
Undifferentiated Strategy (Commodities like Chilly powder, Rice
etc
)
Concentrated strategy (Air Deccan concentrating on Cost factor and not on better seating arrangement/ food)
Differentiated Strategy (Different size of packaging, Business and Economic Class in airline sector.)Slide13
III. Perceptual mapping
How a product relates to the competition
Who the nearest
competitirs
are
Which product/ service attributes best describes each product.Slide14
IV. Brand benefits & Attributes
Attributes are simple
characterstics
of a particular product.
Benefits are a approach about how a brand meets a consumer need.
Benefits rather than attributes is more powerful in motivating consumers.
Attribute:
Sugarfree
is low on calories
Benefits: Helps you feel good about yourself.Slide15
Cornerstone of positioning strategy
Know your target market
Distinctive product positioning
Positioning statements differentiating from competitors by adding value & creating brand personality.Slide16
Part Of The
Identity
Look to the Core Identity
Identify Points of Leverage
The Value Proposition
The Target Audience
Active CommunicationSlide17
Comparing Positioning and Identity
Comparison of the identity with the image will usually result in one of three very different communication tasks being reflected in a brand position statement. Any brand image can be
Augmented (if a dimension needs to be added or strengthened) e.g., add social group acceptance
Reinforced and exploited (if the image associations are consistent with the identity and are strong) e.g., reinforce fun and humor
ous
personality
Diffused, softened or deleted (if the image is inconsistent with the brand identity) e.g., soften middle-aged-user imagerySlide18
Advantages
Resonate with the Customer
Differentiate Oneself from Competitors
Matching Versus Beating CompetitorsSlide19
Not Every brand is in a Competition…Slide20
Positioning Opportunities for a Product
Finding
an unmet consumer
need .
Identifying a product strength that is both unique & important
Determining
how to correct a product weakness and thereby enhance a product’s
appeal.
Changing consumer usage
patterns.
Identifying
market segments, which represent the best targets for a productSlide21
Qualities of a Successful Positioning
Relevance
Clarity
Distinctiveness
Coherence
Commitment
Patience
CourageSlide22
Types
Positioning by Corporate Identity
Positioning by Brand Endorsement
Category
-related positioning
Benefit-related positioning
Positioning by usage occasion and time
Price-Quality positioning
Positioning on specific product features:
Positioning a product by its performance
Positioning
on benefits, problem solutions or needs: Slide23Slide24
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