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Effective Brand
Positioning
How is it
done?
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Doing it the Classical Way,
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Set a Competitive
Frame of Reference
Know who you are going to
Mess around with
Or
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For that, Identify them.
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And Analyse your Competitors
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Secondly,
Find Optimal Points of Difference (POD)
and Points of parity (POP)
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To be more clear,
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And Finally,
Design a Brand Mantra
That is
Simple but
can Communicate and
yet Inspiring.
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Alternative Approaches :
Cultural Branding
Brand Journalism
Brand Narratives and Story telling
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Straddle Positioning:
A company will be able to straddle two frames of reference of with
one set of
points-of-difference and
points-of-parity.
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Tools Used for Positioning:
Perceptual Maps:
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Bull’s-Eye:
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1.Set a Competitive frame of reference.
Sensodyne carved out a profitable share with the idea of toothpastes for Sensitive teeth in the oral care market dominated by
Colgate-palmolive
Recap with Notable Examples:
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2.Finding Optimal POD and POP
Savlon came up with ‘no-sting’ property against Dettol
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3.Design a Brand Mantra
Although Nike’s internal brand mantra was authentic athletic performanceBut it’s external slogan was ‘JUST DO IT’.
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Straddle Positioning
Subway positioned itself as offering healthy, good tasting sandwichesThus creating POP on taste and POD on health w.r.t McDonald’sAnd a POP on health and POD on taste w.r.t Health food restaurants.
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Whether You Follow the Classical Strategy or not,
Make
Your Firm
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Stand Out !
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Created by Sadhique K Kunhahamed, IIITD&M-K, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
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Thank You