Brand positioning part 1
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Transcript of Brand positioning part 1
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Presentation (1)
Developing and Establishing A Brand Positioning
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What is a Brand?
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A BRAND IS :More than a logoMore than a taglineMore than an ad campaign
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POSITIONING
What it is, What it isn’t and why it matters?
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Brand experience is assured by
The promise you make
The value you deliver
The personality you convey
The degree by which you differentiate your product
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GREAT BRANDSDon’t just happen!
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the act of designing the company’s offer and image so that t occupies a distinct and valued place in the target customer’s minds
Philip Kotler
Brand Positioning is
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The most important fact aboutBRAND POSITIONING only exists in the mind of your customer.
And you haveto put it there.
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POSITIONING REQUIRES:
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Deciding on positioning requires
1. Determining a competitive frame of reference
2. Identifying optimal points of parity and points of difference
3. Creating a brand mantra
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COMPETITIVE FRAME OF REFERNCE
Defines which other brands are a brand competes with and therefore which brands should be the focus of competitive analysis.
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Competitive frame of brands of cars
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DETERMINING A FRAME OF REFERNCE
FOUR STEPS ARE :
1. Who the target consumer is
33. How the brand is similar to other
competitors
2. Who the main competitors are
4. How the brand is different from them
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SUMMARY
• Why is branding important?
• Defining brand positioning
• Determining a frame of reference
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Created by Vaishnavi Ketharnathan, SVCE Chennai, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com