![Page 1: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/1.jpg)
Brand Management
Session 6: Step 4 of Brand Building: Positioning
Zeeshan Kingshuk Huq
Guest Faculty
![Page 2: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/2.jpg)
2 4/20/14/ZKH
VISION, MISSION AND VALUES
Before you 'Position' your BRAND, define what your COMPANY should be
![Page 3: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/3.jpg)
3 4/20/14/ZKH
Vision
§ Where do you want to go ... ! Define your long-term aspirations ! Usually very all-encompassing
§ Challenge is to differentiate ! Explain why you’re doing what you’re doing ! And the ultimate good you want to achieve through your
success
![Page 4: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/4.jpg)
4 4/20/14/ZKH
Mission
§ How do you want to go there (to the Vision) ! Steps / actions that will take you to your vision ! Usually specific, functional
§ Challenge is to focus ! Not everything that you want should be here - shorten them ! Can you make them SMART when breaking down?
![Page 5: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/5.jpg)
5 4/20/14/ZKH
Values § Tool: what your company brand ‘means’ and what it ‘is’ § Your brand means
! … ! … ! …
§ Your brand is ! … ! … ! …
§ Now, do it for your competition (at least 2 closest ones)
§ Tips: ! We respond to the best brands because they capture some
aspect of our humanity and reflect back to us
![Page 6: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/6.jpg)
6 4/20/14/ZKH
'POSITIONING' YOUR BRAND What your brand stands for
![Page 7: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/7.jpg)
7 4/20/14/ZKH
Brand Position Statement
§ Brand Name
§ Brand Consumer Benefit
§ Brand Personality
§ Product / Range / Description
§ Major Competitors
§ Target Consumers
§ Reasons to Believe the Benefit
§ Packaging
§ Advertising Property
![Page 8: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/8.jpg)
8 4/20/14/ZKH
The crux is …
What is the single, most compelling PURPOSE for your Brand?
![Page 9: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/9.jpg)
9 4/20/14/ZKH
A Car is a Car … or is it?
Car Brands
§ Mercedes
§ BMW
§ Volvo
§ Toyota
What comes to your mind?
§ Prestige / Status
§ Power
§ Safety
§ Value for money
![Page 10: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/10.jpg)
10 4/20/14/ZKH
![Page 11: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/11.jpg)
11 4/20/14/ZKH
![Page 12: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/12.jpg)
12 4/20/14/ZKH
![Page 13: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/13.jpg)
13 4/20/14/ZKH
![Page 14: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/14.jpg)
14 4/20/14/ZKH
![Page 15: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/15.jpg)
15 4/20/14/ZKH
The Cornerstone
§ The brand positioning statement is the single most important item in all of marketing.
§ It defines EVERYTHING about what your brand is to the consumer.
§ This is the most important thing I’ll teach you ! It’ll also help you in any function of your job ! This’ll help you bring ruthless focus in your life
![Page 16: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/16.jpg)
16 4/20/14/ZKH
All Elements
§ Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing….
§ All work in unison to the beat of the brand positioning statement.
![Page 17: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/17.jpg)
17 4/20/14/ZKH
Four Elements
§ Target Audience
§ Category
§ Compelling benefit
§ Reason to Believe (Kitchen Logic)
![Page 18: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/18.jpg)
18 4/20/14/ZKH
Outline of a Brand Positioning Statement
§ <brand name> is a <product description> that helps <target customers> to fulfill their need of <need> because it has <reason to believe>
![Page 19: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/19.jpg)
19 4/20/14/ZKH
Evaluate your Brand Positioning Statement
§ Criteria for Evaluation ! Is it memorable? ! Does it focus on the core consumers? ! What picture does it portray in your mind – does that
picture stand out from rest of the competition? ! Does it enable the brand to grow? ! Can it sustain for next 5 years? ! Does this serve as a filter for making decisions about the
brand?
§ Tips: ! Follow the grammar, but be flexible ! Leave it, review it at a later date
![Page 20: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/20.jpg)
20 4/20/14/ZKH
WASHING AGENTS Positioning across Category
![Page 21: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/21.jpg)
21 4/20/14/ZKH
![Page 22: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/22.jpg)
22 4/20/14/ZKH
Dow Brand Positioning Statement For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!
![Page 23: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/23.jpg)
23 4/20/14/ZKH
![Page 24: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/24.jpg)
24 4/20/14/ZKH
![Page 25: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/25.jpg)
25 4/20/14/ZKH
![Page 26: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/26.jpg)
26 4/20/14/ZKH
![Page 27: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/27.jpg)
27 4/20/14/ZKH
![Page 28: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/28.jpg)
28 4/20/14/ZKH
Positioning Concepts § Functional Positioning
! Solve Problems ! Provide benefits to customers ! Get favorable perception by investors and lenders
§ Symbolic Positioning ! Self-image enhancement ! Ego identification ! Belongingness and social meaningfulness ! Affective fulfillment
§ Experiential Positioning ! Provide sensory stimulation ! Provide cognitive stimulation
![Page 29: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/29.jpg)
29 4/20/14/ZKH
FUNCTIONAL POSITIONING Toothpaste Category
![Page 30: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/30.jpg)
30 4/20/14/ZKH
Crest Whitesrips Brand Positioning Statement For consumers ages 16-35, Crest Whitestrips whiten teeth five times better than the leading paint-on whitening gel. Thats because Crest’s gel-coated strips hold the peroxide on teeth longer, to whiten stains below the tooth surface.
![Page 31: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/31.jpg)
31 4/20/14/ZKH
![Page 32: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/32.jpg)
32 4/20/14/ZKH
![Page 33: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/33.jpg)
33 4/20/14/ZKH
![Page 34: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/34.jpg)
34 4/20/14/ZKH
![Page 35: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/35.jpg)
35 4/20/14/ZKH
![Page 36: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/36.jpg)
36 4/20/14/ZKH
![Page 37: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/37.jpg)
37 4/20/14/ZKH
![Page 38: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/38.jpg)
38 4/20/14/ZKH
![Page 39: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/39.jpg)
39 4/20/14/ZKH
![Page 40: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/40.jpg)
40 4/20/14/ZKH
SYMBOLIC POSITIONING Positioning … more …
![Page 41: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/41.jpg)
41 4/20/14/ZKH
The AXE Effect § First launched in France in 1983 § The ‘effect’ is supposed to draw
women in hordes to any male who has sprayed himself liberally with the Axe Deo ! Ads are slick ! Shows hordes of women – almost like
out of James Bond movies – get irresistibly drawn to a man
! The man is a normal, non-Greek-God, man BUT with (axe powered) self-confidence
§ TG (Demographic): Male, 15-25 years, middle + upper middle
§ Brand is normal yet cool, trendy and confident
§ Axe comes as a confidante, being a partner / friend
§ “This world can only be divided in two parts: guys, and gals, and nothing else! Axe helps the guys stay ahead in the mating game”
![Page 42: 20140412 brand management chapter 6 iba mba48 e](https://reader033.vdocuments.site/reader033/viewer/2022060116/5580d29dd8b42a03198b46bc/html5/thumbnails/42.jpg)
42 4/20/14/ZKH
NOW IT’S YOUR TURN
1. Draft a Brand Positioning Statement For (a) BRAC Bank (b) Any competition bank with ‘consumer’ banking (Local)