Brand management Unit-II

Unit-II

Brand positioning, Repositioning, Brand identity prism, Brand image, Types

of branding: Umbrella and Product

 Brand Positioning
 Definition: Brand positioning is the strategic process of
defining how a brand is perceived in the minds of consumers
relative to its competitors. It involves creating a unique
identity and value proposition that differentiates the brand
from others in the marketplace.

Key Elements of Brand Positioning

 Target Audience:
Identify specific customer segments that the brand aims to
serve. Understand their demographics, psychographics,
needs, and preferences.
 Market Definition:
Analyze the competitive landscape and categorize the market
in which the brand operates. Understand trends and customer
behavior within this space.
 Unique Selling Proposition (USP):
Determine what makes the brand stand out from competitors.
This could be quality, price, features, or customer service.
 Value Proposition:
Clearly articulate the benefits the brand offers to customers.
This statement should answer why consumers should choose
this brand over others.

Steps in Brand Positioning

 Market Research:

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

Conduct surveys, focus groups, and competitive analysis to

gather insights about customer preferences and market
conditions.
 Identify Competitors:

Analyze the strengths and weaknesses of key competitors.

Understand their positioning strategies.

 Develop Positioning Statement:

Craft a concise statement that encapsulates the brand's
position in the market. A typical format is:
"For [target audience], [Brand] is the [category] that [benefit]
because [reason to believe]."
 Communicate Positioning:
Ensure that all marketing communications (advertising, social
media, content) consistently convey the brand’s positioning.
 Monitor and Adjust:
Regularly assess the effectiveness of the positioning strategy
through customer feedback and market trends. Be willing to
adapt as necessary.

Examples of Effective Brand Positioning

 Coca-Cola:
Positioned as a refreshing, enjoyable beverage that brings
people together, focusing on happiness and shared
experiences.
 Tesla:
Positioned as an innovative, high-tech car manufacturer that
champions sustainability and cutting-edge technology.
 Nike:
Positioned as a brand that inspires athletes and fitness
enthusiasts, with a focus on performance and personal
achievement.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

Tools for Brand Positioning

 Positioning Map:
A visual representation of how a brand is perceived relative to
its competitors on various attributes (e.g., price vs. quality).
 SWOT Analysis:
Identify Strengths, Weaknesses, Opportunities, and Threats to
understand the brand's positioning landscape better.

Importance of Brand Positioning

 Differentiation: Helps distinguish the brand from
competitors, making it easier for consumers to make choices.
 Customer Loyalty: A strong position can foster brand
loyalty, leading to repeat purchases and positive word-of-
mouth.
 Market Clarity: Provides clear messaging and
communication, making it easier for consumers to understand
the brand's purpose and value.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

 Repositioning
 Definition: Brand positioning is the strategic process of
defining how a brand is perceived in the minds of consumers
relative to its competitors. It involves creating a unique
identity and value proposition that differentiates the brand
from others in the marketplace.

Key Elements of Brand Positioning

 Target Audience:
Identify specific customer segments that the brand aims to
serve. Understand their demographics, psychographics,
needs, and preferences.
 Market Definition:
Analyze the competitive landscape and categorize the market
in which the brand operates. Understand trends and customer
behavior within this space.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

 Unique Selling Proposition (USP):

Determine what makes the brand stand out from competitors.
This could be quality, price, features, or customer service.
 Value Proposition:
Clearly articulate the benefits the brand offers to customers.
This statement should answer why consumers should choose
this brand over others.

Steps in Brand Positioning

 Market Research:
Conduct surveys, focus groups, and competitive analysis to
gather insights about customer preferences and market
conditions.
 Identify Competitors:
Analyze the strengths and weaknesses of key competitors.
Understand their positioning strategies.
 Develop Positioning Statement:
Craft a concise statement that encapsulates the brand's
position in the market. A typical format is:
"For [target audience], [Brand] is the [category] that [benefit]
because [reason to believe]."
 Communicate Positioning:
Ensure that all marketing communications (advertising, social
media, content) consistently convey the brand’s positioning.
 Monitor and Adjust:
Regularly assess the effectiveness of the positioning strategy
through customer feedback and market trends. Be willing to
adapt as necessary.

Examples of Effective Brand Positioning

 Coca-Cola:

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

Positioned as a refreshing, enjoyable beverage that brings

people together, focusing on happiness and shared
experiences.
 Tesla:
Positioned as an innovative, high-tech car manufacturer that
champions sustainability and cutting-edge technology.
 Nike:
Positioned as a brand that inspires athletes and fitness
enthusiasts, with a focus on performance and personal
achievement.

Tools for Brand Positioning

 Positioning Map:
A visual representation of how a brand is perceived relative to
its competitors on various attributes (e.g., price vs. quality).
 SWOT Analysis:
Identify Strengths, Weaknesses, Opportunities, and Threats to
understand the brand's positioning landscape better.
Importance of Brand Positioning
 Differentiation: Helps distinguish the brand from
competitors, making it easier for consumers to make choices.
 Customer Loyalty: A strong position can foster brand
loyalty, leading to repeat purchases and positive word-of-
mouth.
 Market Clarity: Provides clear messaging and
communication, making it easier for consumers to understand
the brand's purpose and value.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

 Brand identity prism

 Definition: The Brand Identity Prism, developed by Jean-Noël
Kapferer, is a strategic tool that helps brands define and
articulate their identity through six interconnected facets. This
model illustrates how various elements of a brand contribute
to its overall perception in the marketplace.

The Six Facets of the Brand Identity Prism

 Physique:
o Description: Refers to the physical attributes of the
brand, including its logo, packaging, design, and any
tangible features.
o Purpose: Establishes the brand's visual identity and
creates an immediate impression.
o Example: The distinct shape of a Coca-Cola bottle or
the sleek design of an Apple product.
 Personality:
o Description: Represents the human traits and
characteristics associated with the brand. This can
include tone of voice, style, and emotional appeal.
o Purpose: Helps consumers connect with the brand on a
personal level.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

o Example: Nike’s personality is often seen as

inspirational and empowering, encouraging customers
to "Just Do It."
 Culture:
o Description: Encompasses the values, principles, and
beliefs that drive the brand. This includes its heritage
and the social context in which it operates.
o Purpose: Reflects what the brand stands for and
influences its behavior and messaging.
o Example: Ben & Jerry’s commitment to social justice
and sustainability.
 Relationship:
o Description: Describes the relationship the brand
establishes with its customers. This includes the
emotional and functional connection.
o Purpose: Influences customer loyalty and engagement.
o Example: Disney creates a sense of nostalgia and
magic, fostering strong emotional connections with
families.
 Reflection:
o Description: Represents how the brand wants to be
perceived by its target audience. This facet focuses on
the ideal consumer and the image the brand projects.
o Purpose: Helps the brand align its messaging and
identity with consumer aspirations.
o Example: Mercedes-Benz reflects luxury and status,
appealing to affluent consumers.
 Self-Image:
o Description: Relates to how consumers perceive
themselves when they use or associate with the brand.
This includes their aspirations and self-identity.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

o Purpose: Drives consumer behavior and purchasing

decisions based on self-perception.
o Example: Wearing Nike can make consumers feel
athletic and empowered, enhancing their self-image.

Application of the Brand Identity Prism

 Brand Strategy Development:
Brands can use the prism to clarify their identity and ensure
all marketing efforts are aligned.
 Consistent Messaging:
Helps maintain consistency across all brand touchpoints,
ensuring that the message aligns with the brand’s identity.
 Consumer Insights:
Provides a framework for understanding consumer perceptions
and how they relate to the brand, aiding in market research
and segmentation.
 Brand Audits:
Useful for assessing existing brand strategies and identifying
areas for improvement.

Importance of the Brand Identity Prism

 Holistic Understanding: Offers a comprehensive view of the
brand identity, ensuring all aspects are considered in strategy
development.
 Enhanced Differentiation: Helps clarify what makes the
brand unique, aiding in differentiation from competitors.
 Emotional Connection: Fosters deeper emotional
connections with consumers by addressing both rational and
emotional facets of branding.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

 Brand image
 Definition: Brand image refers to the perception that
consumers have of a brand based on their experiences,
interactions, and the information available about the brand. It
encompasses the beliefs, ideas, and impressions that shape
how a brand is viewed in the marketplace.

Components of Brand Image

 Attributes:
Description: These are the tangible and intangible features
of the brand, including quality, design, functionality, and
customer service.
Example: The premium quality of an iPhone or the eco-
friendliness of a Patagonia product.
 Benefits:
Description: The advantages or value that consumers derive
from the brand, which can be functional, emotional, or social.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

Example: A car brand may promise safety and reliability,

while a luxury brand may evoke status and exclusivity.
 Overall Impression:
Description: The holistic view that consumers hold about the
brand, which is shaped by all the above factors as well as
advertising, word-of-mouth, and personal experiences.
Example: Starbucks is often viewed as a premium coffee
experience associated with a cozy atmosphere and
community engagement.

Importance of Brand Image

 Consumer Loyalty:
A positive brand image fosters trust and loyalty, encouraging
repeat purchases and long-term relationships with consumers.
 Differentiation:
Helps the brand stand out in a crowded marketplace, making
it easier for consumers to choose it over competitors.
 Pricing Power:
A strong brand image can justify higher prices, as consumers
are often willing to pay more for brands they perceive as high
quality or prestigious.
 Influence on Purchase Decisions:
Brand image significantly impacts consumers’ buying behavior
and can be a decisive factor in their purchasing decisions.

Building and Managing Brand Image

 Consistent Messaging:
Ensure that all marketing communications reflect the desired
brand image. Consistency builds recognition and trust.
 Customer Experience:
Focus on delivering exceptional experiences at every
touchpoint, from product quality to customer service.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

 Public Relations:
Manage media relations and public perception through
strategic PR campaigns to reinforce a positive image.
 Social Responsibility:
Engage in socially responsible practices and communicate
these efforts to enhance the brand’s image positively.
 Monitoring and Feedback:
Regularly gather feedback from consumers through surveys,
social media, and reviews to gauge brand perception and
make necessary adjustments.

Examples of Brand Image

 Apple:

Known for its innovation, quality, and premium pricing, Apple’s

brand image is associated with cutting-edge technology and
sleek design.

 Coca-Cola:
Coca-Cola’s image is tied to happiness, togetherness, and
refreshment, making it a beloved brand worldwide.
 Nike:
Nike is viewed as an empowering brand that inspires athletes,
promoting messages of determination and achievement.
 Types of branding: Umbrella and Product
 Branding is essential for establishing identity and
differentiation in the marketplace. Two common types of
branding strategies are Umbrella Branding and Product
Branding. Here’s a detailed look at both:

1. Umbrella Branding
 Definition: Umbrella branding, also known as family
branding, is a strategy where a single brand name is used for

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

multiple products or services. This approach leverages the

strength of the established brand to introduce new products,
creating a cohesive identity across various offerings.
Key Features:
 Single Brand Name: All products share the same brand
name, which can enhance recognition.
 Economies of Scale: Reduces marketing costs since
promotions for the umbrella brand can cover multiple
products.
 Brand Equity Transfer: New products can benefit from the
existing reputation of the umbrella brand.
Advantages:
 Consumer Trust: Established brand reputation instills
confidence in new products.
 Simplified Marketing: Easier to communicate the brand’s
values and messages consistently.
 Cross-Promotion: Products can promote each other, driving
sales across the range.
Examples:
 Virgin Group: Includes Virgin Atlantic, Virgin Mobile, and
Virgin Hotels, all under the Virgin brand.
 Procter & Gamble (P&G): While P&G markets many
products, its umbrella branding includes brands like Tide,
Pampers, and Gillette, often grouped under the P&G umbrella
in marketing.

2. Product Branding
 Definition: Product branding focuses on creating a unique
identity for each individual product within a company’s
portfolio. Each product is marketed under its distinct brand
name, which may or may not relate to the company’s overall
brand.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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Brand management Unit-II

Key Features:
 Individual Brand Names: Each product has its own
branding, including logos, taglines, and marketing strategies.
 Targeted Marketing: Allows for tailored messaging that
specifically addresses the unique attributes and target
audience of each product.
Advantages:
 Target Audience Specificity: Brands can cater to different
market segments more effectively.
 Risk Mitigation: If one product fails, it does not significantly
impact the overall brand or other products.
 Differentiation: Each product can establish its own identity and
positioning in the market.
Examples:
 Coca-Cola Company: Markets a variety of products such as
Diet Coke, Coca-Cola Zero, and Sprite, each with distinct
branding strategies.
 Unilever: Brands like Dove, Knorr, and Axe are each
marketed separately, focusing on their specific consumer
bases and messaging.

Mr. Sarvesh N. Nakshane, CMCS, Yavatmal

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