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Positioning of Leader

First Brand into the brain has an advantage

Maintain Momentum. Think Long Term

Do not state obvious

Rubbing It in e.g Coca Cola Real Thing

Cover all betsDont disdain the Competitorsproduct.See new product or service as anopportunity, not as competition.

Power from the Product

Cover with a broader name. e.g. New York CentralRail Road V/s American Airlines

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Positioning of a Follower

Look for a hole and then fill it. Not in

the factory but in the mind.

Dont fall in the technology trap e.g. Frost

8/80First Dry White whiskey

Dont Appeal to everybody

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The Power of Name

How to Choose aName ?

Name should jumpstart the positioning

Process Sometimes strong

generic likedescriptive nameswill block me-toocompetition

How Not to Choose aName ?

Example Time V/sNewsweek

Time-Short Catchybut Subtle & Tricky

Time- Could be aTrade Magazine for awatch industry

Fortune V/s Businessweek

When to ChooseMeaningless Name?

First Company intomind with new

product or service isgoing to becomeFamous

e.g. Coke (Residual ofcoal)

New Product that

millions of peopleare certain to wantcan afford anymeaning less name.

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No Name Trap

Use Initials to name your company, after itbecomes famous. E.g IBM , P&G

The name must sound good, not just look good as

a logo. If Phoenetic Length of Word is same as Phoenetic

Length of Initials People Prefer Initials

E.g. West-ern Un-ion V/s Dou-ble-U U

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Repositioning The Competition

Basic Underlying MarketingStrategy has got to beReposition the Competition

To Move New Idea intoMind, Move the Old oneout of mind.

We are better than ourcompetitors- ComparativeAdvertising

Most of the ComparativeAdvertisements failed toreposition the competitors