Brand Positioning & Branding

All you need to know about BRANDS!!!

Amar Bysani

Enhancing Your Knowledge

For every step of the way

1Positioning Of Brands

2POP & POD

Brand Mantra

3Role of Brands

4Brand Dynamics Pyramid

5Brand Worth &

Strategies

Positioning of the Brand

No Company can WIN if it’s products and services resemble other’s!

Positioning is the act of designing a company’s offerings and image to occupy a Distinctive place in the minds of the target market and customer.

Brand, Company & Product

Target Customers Benefits Value Proposition

Dominoz – Pizza Convenience – Pizza Lovers’

Delivery, Speed & Quality

Served Hot with 30 min Delivery Promise

Apple – MacBook Students & Families

Ease of use & Value

Super strong OS & After Sales Service

Competitors

➢ Identifying the Competitors is the main criteria in the Success of any product or Brand.

!➢ Categorising each product associated with similar products in other

Brands should be Step 1 in beating the Tension at the top. !➢ The Range and of the many potential Competitors.

NEEM Colgate Salt Close up

Bran

d M

antr

a’s

Qui

zToo much information?

Dimag Ki Batti Jalao

Aah Se Aaha Tak

Just Do It

The Worlds’ Local Bank

I’m lovin it

Think outside the Bun

Let your Fingers do the Walking

Open Happiness

The Happiest Place on Earth

MOOV

Nike

HSBC

Taco Bell

Yellow Pages

Coke

Disney Land

Mentos

Mac Donalds’

Branding & it’s Origin

Brand - BURN

Branding – Initially it was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the Animal’s skin with a Hot Iron Stamp. It was subsequently used in Business, Marketing & Advertising!!

Brand Equity & Role of Brands

The Commercial Value that from Consumer Perception of the Brand Name of a particular Product or Service,rather than from the Product or Service itself.

The most Distinctive skill of a professional Marketers is their ability to Create, Maintain, enhance & Protect Brands.

As Consumers’ lives become more complicated, rushed & time-starved, a brand’s ability to simplify Decision Making becomes Invaluable.

Points of Difference & Points of ParityPOD – Attributes that the Customers strongly associate with a Brand; & believe they could not find to the same extent with a Competitive Brand. Creating a unique and Favourable association is a Real Challenge but essential in the Meantime. Eg. Virgin Airways – Appointing Exotic dancers as Hostess’

POP – On the other hand are attributes that are not Necessarily unique to the Brand in terms of association between the customers & the product; it may be shared with other companies. Eg. Coffee Day

Brand Dynamics Pyramid

Performance

Advantage

Bonding

Relevance

PresenceDo I know about it?

Does it offer Me something?

Can it Deliver?

Does it Offer something Better than others?

Nothing else beats it! Strong Relationship

Weak Relationship

Brand Worth

Strategic Brand Management is a Process which combines the

Design & Implementation of Marketing activities & Programs to

build Measure and Manage Brands to Maximise their Value.

It is a process that follows 5 Steps

Market Segmentation

Financial Analysis

Role of Branding

Brand Strength

Brand Value Calculation

Devising a Branding Strategy

It is often called The Brand Architecture – Reflects the number and nature of both common and distinctive brand elements.

1. It can develop new brand elements for the new product. 2. It can apply some of its existing brand elements. 3. It can use a combination of new and existing brand elements.

A firm has the following 3 main choices in the Critical stage

No two companies can adopt the same strategy for their brand or product; and hence it is important for Brands to formulate their own strategy taking into consideration both competitors And Market position.

Popular Brands

Cut Throat Razor

Other Unique Brands

Any Questions?

Thank You!