brand positioning

Chapter 16

• Brand Positioning

Ch-16 Brand Positioning

What is positioning?

• Brand is a value proposition• The concept of brand identity is

implemented thorough brand positioning• Positioning is outcome of our perceptions

about the brand relative to the competing brands


What is brand positioning?

• “ The act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customers.’

–Kotler• “the process of prompting buyers to

form a particular mental impression of our product relative to our competitors’

- BoveeCh-16 Brand Positioning

What is brand positioning?

• “ part of brand identity and value proposition that is to be actively communicated to the target audience, ad that demonstrates an advantages over competing brands.”

-Aaker


Brand Positioning -History

• Glut in the market in the 60s, identification of USPs was not an easy task.

• Ogilvy emphasized for the first time in the 70s.

• Book titled “Positioning the batter for your mind” in 1980s.


How to develop a positioning statement ?

• Positioning statement is a declaration of the position our product will occupy in the mind of our target customers.

• We have to consider following points 1. Market Exploration2. Market Segments3. Core identity4. Value proposition5. Understand the position of existing products6. Choose best position


Positioning Statement

• Describes what is important to the customers, and what problem our product will solve for them and how

• Used to develop new products, to plan an ad campaign, train sales force or perform any other marketing activity

• Should assert the advantage of the brand over the competitive brand.


Positioning in action

• BPL Excell Alkaline batteries- “ the longest lasting alkaline battery in the world”

• Complan is the complete food for growing children

• Dove is a soap with 1/4th moisturizer • Vicks Vaporub is a rub for colds for

children


Advertising & Positioning

• Advertising has to establish the brand in a commanding position in the mind-sets of consumers

• For effective positioning a brand has to stand for one quality or benefit in the mind of consumers, instead of being all things to all people

• Every advertisement is a long term investment in the image of a brand


Research for Positioning

• Starts with the study of the market to identify the factors which are most important to various users of the product category

1. Investigate what consumers do with the products

2. Attitudinal information should b developed according to the purpose for which the brand is to be used and not just for any tow brands


Research for Positioning

3. It is important to ask why a product or brand is not being used

4. When there are existing brands, it is important to identify where they are placed in the consumers’ mind

5. Positioning is creative


Re-positioning

• Is an attempt to change the brands’ slot• Mostly, it is a matter of evolution• The three signal which warrant

repositioning are1. New competition2. New technology3. New consumer attitudes


Benefit Laddering for a nutritional drink

Envy of neighborhood

Happy filial relationship

Becomes darling of parents

Excel in sports

Performs well at school

Healthy Energetic child

Value

Consequences

Value


Positioning Slots

• Technology Slot• Experiential Slot• User Slot• Trendiness Slot• Repositioning a rival brand• New product category slot• Attribute slot


Positioning of attributes

• E.g. toothpaste which contains clove oil• TVs will flat screen• Shampoo that nourishes hair• Digital camera with x mega pixels• Fridge for freshetarians


Psychological Meaning (PM)

• Lexical Meaning• Philosophical Meaning• Psychological Meaning• E.g. a car may have components of status,

style, performance and cost in one market , can be positioned as a premier car in another market


Summary

• Positioning means occupying a slot in the mind of consumers as against other brand

• Liril occupies ‘freshness’ slot, Surf’ stain removal slot

• Advertising has to establish the brand in a commanding position in the mind-sets of consumers


brand positioning

Education