three questions about brand, harvard business review

©Deboleena Dutta, 2015


Focuses ONLY on points of

difference (POD)

Brand positioning


Focuses ONLY on points of

difference (POD)

… NOT

ANYMORE

Brand positioning


SHOCKED MUCH?


In the new age, sound competitive brand

positioning requires the marketers

to ask THREE QUESTIONS!


HAVE WE ESTABLISHED

A FRAME?


To signal consumers the goal they can expect to achieve by using a brand


ARE WE LEVERAGING

OUR POINTS OF PARITY?


What do you expect in a Smartphone?


…So on and so forth…

What do you expect in a Smartphone?


The approach you use to meet the minimum requirements depend on

where your product is in its life cycle


USED FOR MARKETINGNEW BRANDS


AND FORBRAND EXTENSIONS?


EASY


& DIFFICULT


To shortchange points of parity


MANAGEMENT OFESTABLISHED BRAND


Competitor'spoint of difference


Can become competitive points of parity


First touch phone, 1992


Mobile phone market, at present


ARE THE POINTS OF

DIFFERENCE COMPELLING?


Points of Difference

CHECK-LIST

Are they desirable to customers?

Can you deliver them?


Points of Difference

CHECK-LIST

Are they desirable to customers?

Can you deliverthem?


3 types of BRAND DIFFERENCES


Does this product do what it says?

Brand Performance

Benefits that prompt

consumption

Reliability, durability

and serviceability

Service effectiveness

and efficiency

Style and design

Associations to value and

price



1. Who uses? &

2. Under what circumstances?

Brand imagery depends on:


When Brand performance and imagery don’t differ much from

those of the competition


Show the consumers you have insight into

their problems as well as the Solution


RECAP!

Created by Deboleena Dutta,

LSR, during an internship by

Prof. Sameer Mathur, IIM

Lucknow.

www.IIMInternship.com

http://www.iiminternship.com/

three questions about brand, harvard business review

Marketing

price deboleena dutta

brand imagery

brand extensions

competitive points of

brand performance benefits

types of brand differences

new age

signal consumers