CRAFTING THE BRAND POSITIONING - PHILIPS

BRAND POSITIONING MEANS?

Act of designing a company’s offering and image.

To determine brand positioning : Frame of reference Optimal pops and pods Brand mantra / tagline Effective communication

PHILIPS

PRODUCT-LINE

Philips Consumer LifestylePhilips Healthcare

Philips Lighting

BRAND LOGO

EVOLUTION

BRAND MANTRA / TAGLINE ?

LET’S MAKE THINGS BETTER(1995)

SENSE AND

SIMPLICITY(2006)

WHAT LEA

D

TO BRAND

REPOSITIO

NI

NG?

HOW IT OVERCAME THE JAPANESE

MANUFACTURERS?

Of all the Japanese manufactures lets consider the hindrance caused by one specific and very successful competitors of Philips. They are MATSUHITA PANASONIC

PHILIPS VS PANASONIC

POINTS OF DIFFERENCE (POD)• Philips had a decentralized strategy.• Highly innovative.• Product adaptability to local markets

all over the world (target market).

SUMMARY

• Brand positioning• Philips’ product-line and brand logo

evolution• Brand mantra / tagline• Let’s make things better• Sense and simplicity• Wading off the Japanese competition

CREDITShttps://www.marketingweek.com/2013/09/24/philips-preps-brand-refresh-to-focus-on-meaningful-innovations/

https://www.marketingweek.com/2013/11/13/philips-introduces-innovation-and-you-strap-in-marketing-overhaul/

http://www.afaqs.com/news/story/9875_Philips-focuses-on-Sense-and-Simplicity-in-new-brand-campaign

http://www.icmrindia.org/casestudies/catalogue/Marketing/Philips-Making%20Sense%20of%20Simplicity-Marketing%20Case%20Studies.htm

http://m.rediff.com/money/2004/sep/10philips.htm

https://www.linkedin.com/pulse/philips-brand-full-circle-back-innovation-ga%C3%ABtan-fraikin

Sameer Mathur

Marketing Professor 2009 – 2013

Ph.D. and M.S. (Marketing) 2003 – 2009

Marketing Professor 2013 –

Indian Institute of Management, Lucknow

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© Sameer Mathur 21

THANNIRMALAI A.KPSG College of Technology, Coimbatore