cra

ftin

gth

e B

rand

Posi

tionin

g

Develop and establish an effective positioning in the market

Positioning ?The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

the strategies

1. Determining a competitive frame of reference.2. Identifying optimal POPs and PODs.3. Choosing PODs and POPs.4. Brand Mantras.5. Establishing Brand positioning.6. Alternative approach to positioning.

Determining a competitive frame of reference

Defines which other brands compete with

and therefore which brands should be the focus of competitive analysis.

Determining a competitive frame of reference

• Start Knowing which companies satisfying the same customer need.

Identifying competitors

• Gather information about each competitor’s real and perceived strengths and weakness.

Analysing competitors

Identifying optimal PODs and POPs

Points of Difference (PODs)• Attribute or benefits strongly associated

with brand and couldn’t be found in the same extent with a competitive brand.

Points of Parity (POPs)• Attribute or benefits not necessarily

unique to the brand but may in fact be shared with others brands.

Choosing POPs and PODs

Perceptual mapping of consumer perceptions and preferences.

creating market opportunities by overlaying consumer preferences with brand perception.

Please make some small words…. Capture the irrefutable essence or spirit of the Brand position.

Brand MantrasDesign a Brand Mantras that can

Communicate Memorable Inspire

Establishing Brand positioning

construct a Bull’s eye for the brandbe assured that no steps are skipped in its development.

and

Establishing Brand positioning

Communicate category membership

Announcing category benefits

Comparing to exemplars t

Relying on the product descriptor

Establishing Brand positioningCommunicate PODs and POPS

Kill this difficultynegative correlation of PODs and POPs that defines the product’s attribute or benefits.

how?

Establishing Brand positioningCommunicate PODs and POPS

Kill this difficulty by

Addressing brand attributes or benefits separately as PODs or POPs. Developing a product or service that performs well on both dimensions.

Alternative approaches to positioningSome provocative ideas on how to positive a brand

BRAND NARRATIVES AND STORYTELLING

Describing a Brand as a narrative or story.

BRAND JOURNALISM

Communicating different message to different market segments.

CULTURAL JOURNALISMCUTURAL

Assembling cultural knowledge.

Created by Pranav Anand, IIT Kharagpur during an internship by Prof. Sameer Mathur, IIM Lucknow. Web: www.IIMInternship.com