Crafting

the Brand Positioning

Prepared By,Mr. Nishant Agrawal

Chapter Questions

• How can a firm choose and communicate an effective

positioning in the market?

• How are brands differentiated?

• What marketing strategies are appropriate at each

stage of the product life cycle?

• What are the implications of market evolution for

marketing strategies?

Developing & Establishing a Brand Positioning

• Positioning is the act of designing company’s offering and

image to occupy a distinctive place in the minds of target

market.

• The goal is to locate the brand in the mind of consumers to

maximize the potential benefit to the firm.

• Ex. Moov (Aah se Ahah Tak : pain to relief )

Defining Associations

Points-of-difference

(PODs)

• Attributes or benefits

consumers strongly

associate with a brand,

positively evaluate, and

believe they could not find

to the same extent with a

competitive brand

Points-of-parity

(POPs)

• Associations that are not

necessarily unique to the

brand but may be shared

with other brands.

1)Competitive POP

2)Category POP

Brand Mantras

• It is heart and soul of brand and is closely related to

other branding concept like “brand essence” and “core

brand promise”

• Brand Mantras are powerful devices. It must

economically communicate what the brand is and

what it is not.

• McDonald’s brand philosophy of “Food , Folks and

Fun” captures its brand and core brand promise.

Establishing Brand Positioning Page No 250

• Establishing brand positioning in the marketplace

requires that consumers understand what brand offers

and what makes it a superior competitive choice.

• Ex. Coca Cola (Thanda Matalab Coca Cola)

Maaza (Bina Gutli wala Aam)

Communicating Category Membership

Announcing category benefits

Comparing to exemplars

Relying on the product descriptor

Consumer Desirability Criteria for PODs

Relevance

Distinctiveness

Believability

Deliverability Criteria for PODs

Feasibility

Communicability

Sustainability

Communicating POPs and PODs

• Common difficulty in creating a strong , competitive brand

positioning is that many of the benefits that make up of POP

and PODs are negatively related.

• Difficult to position a brand as “inexpensive” and same time it is

“of the highest quality”

• Ex. Bombay dyeing : Good Experience, expertise but other side

is could be old fashioned and not up to date.

Differentiation Strategies

Employee

Image Service

Channel

Positioning and Branding a Small Business

• Building brands for small business is challenge because these

firms have limited resources and budget.

• With limited resources behind the brand , both focus and

consistency in marketing programs are critically important.

1. Creativity conduct low cost marketing research

2. Focus on building one or two strong brand base

3. Employ well integrated set of bran elements

4. Create buzz and loyal brand community

Assignments

• Explain dimensions on the basis of which a

company can Differentiate & Position its

market offering?

Thank you