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PBM Session 4

The document outlines the concept of brand positioning, emphasizing its importance in establishing a unique and desirable place in consumers' minds. It discusses the elements of a positioning statement, guiding principles for positioning, and strategies for both positioning and repositioning a brand. Additionally, it highlights the role of brand values and consumer perceptions in shaping brand identity and competitive advantage.

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3 views

PBM Session 4

The document outlines the concept of brand positioning, emphasizing its importance in establishing a unique and desirable place in consumers' minds. It discusses the elements of a positioning statement, guiding principles for positioning, and strategies for both positioning and repositioning a brand. Additionally, it highlights the role of brand values and consumer perceptions in shaping brand identity and competitive advantage.

Uploaded by

9zf6wvxy7t
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Brand Positioning

Contents
Concept of brand positioning
Brand values
Brand positioning statement
Crafting the positioning strategy
Guiding principles for positioning
Repositioning
Introduction
Organizations can communicate all the good things about a brand but how the
consumers perceive the brand depends upon a number of variables including the
customers own experience with the brand.
The unique place the brand occupies in the minds of the customers is positioning.
A brand cannot be successful if it is not well positioned in the mind of the consumers.
Positioning a product is therefore integral to the success of a brand.
The brand perceptions impact the business customer relationships in the long term
and are therefore of strategic importance.
Definition
“Arranging for a product to occupy a clear, distinctive, and desirable place in the
market, and in the minds of the target consumers”.
Kotler (1984)
This definition thus specifies that
◦ first the brand needs to be distinguished or distinct from other brands in the market and
◦ second that it is a desirable place in the minds of the consumers.
That is the brand is as good as what the customers think about it.
Importance of Positioning
Positioning is how the brand is unique and relevant for consumers
It is how the brand is different from the other brands in the product category.
It gives a raison d'être to the customers to buy the product.
For services organizations, positioning also helps to overcome the concept of
intangibility.
Further how the firm positions products also acts as a guiding hand in the
development of the marketing mixes.
Brand values
A brand has to compete at various levels in a given market. The task is to develop a
distinctive image that leads to competitive advantage for the brand.
The characteristics of the brand that are highlighted (by the organization while
positioning) leads the consumer to develop various attributes specific to a particular
brand.
Over a period of time as the brands evolve and expand across categories the core
brand values help to define the five to ten most important elements of the brand and
what the brand stands for.
The core brand values for a brand can be mapped by asking the customers for ‘their
top-of-mind brand associations’.
These are then grouped into categories and each category description then acts as a
core brand value
Positioning statement
Positioning statement is ‘the message that communicates brand image to consumers… it conveys
to consumers how one firm’s offering are differentiated from a competitors’ and signals how the
firm wishes to be seen or perceived. A strong and consistent positioning statement is necessary to
stand out against competitors and should help sharpen and strengthen the brand identity’
Positioning statement (contd.)
The template of choice of the positioning statement was authored by Geoffrey
Moore (cited in The Beaupre Buzz, 2003) and is as follows:
◦ For (target customers)
◦ Who (have the following problem)
◦ Our product is a (describe the product or solution)
◦ That provides (cite the breakthrough capability)
◦ Unlike (reference competition),
◦ Our product/solution (describe the key point of competitive differentiation)
Nirula’s positioning statement “Nirula's is warm, contemporary, accessible, eating
place for families including children and young adults, serving the widest variety of
Indian and International food, beverages and desserts, at affordable prices. “
Segmentation
•Consumer based
· Buying situation based

TARGETING
•Evaluate market segment
· Select Market segment

Positioning
Strategy Identification of brand benefits

CHANGING CONSUMER SITUATIONAL ANALYSIS


TRENDS •Internal corporate analysis
· Current positioning (if repositioning)
· External market analysis
COMPETITOR
ANALYSIS

Analysis for differentiation


possibilities of the brand image
• POP
• POD

Selecting the strategy


Guiding principles for
positioning
Product
◦ On basis of tangible attributes
◦ Product form, product ingredients, product attributes, product characteristics and customer
benefits, product use, product class
◦ On basis of intangible attributes
Price quality
Symbols
Competition
Personnel
◦ Employees
◦ Product user
◦ Demographics
Guiding principles for
positioning
Channel
Image
Customer care and service
Corporate identity
Positioning by brand endorsement
Positioning related to specific category of customers
Usage occasion and time
Corporate social responsibility
Repositioning strategies
• Changing demographic trends and lifestyles
• The young Indian consumer
• Rising household income
• Spending habits and brand behaviour
• Rise of the Indian women as a consumer
• Changing consumer expectations
• Changing lifestyle
• Regional differences
Repositioning strategies
PRODUCT
Same Different

Same Image Product


repositioning repositioning
TARGET
MARKET

Intangible Tangible
Different repositioning repositioning
Quick Recapitulation
Concept of brand positioning
Brand values
Brand positioning statement
Crafting the positioning strategy
Guiding principles for positioning
Repositioning
Questions?

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