BRAND POSITIONING
Prof. Chaitali Chandarana
MeANING
• A brand can hope at best to occupy such a position as a tenant, for
periods that will vary according to the quality and quantity of
marketing efforts behind that brand.
• Once the core product concept is chosen, it defines the character
of the product space in which the new product has to be
positioned.
• This is the core thought behind brand positioning - the idea that
each brand (if at all noticed) occupies a particular point or space
in the individual consumer's mind, a point that is determined by
that consumer's perception of the brand in question and in its
relation to other brands.
• Positioning, therefore, starts with our understanding or 'mapping'
of a prospect consumer's mental perceptions of products.
• Brand position is the part of the brand identity and
value proposition that is to be actively communicated
to the target audience and that demonstrates an
advantage over competing brands.
• The four salient characteristics of a brand position as
reflected by the phrases “part”, “target audience”,
“actively communicated”, and “demonstrates
advantage”.
Comparision with
brand identity:
Comparison of the identity with the image will usually result
in one of three very different communication tasks being
reflected in a brand position statement. Any brand image can
be
• Augmented (if a dimension needs to be added or
strengthened) e.g., add social group acceptance
• Reinforced and exploited (if the image associations are
consistent with the identity and are strong) e.g., reinforce
fun and humor ous personality
• Diffused, softened or deleted (if the image is inconsistent
with the brand identity) e.g., soften middle-aged-user
imagery
Brand positioning
Demonstrates An Advantage
• Resonate with the Customer
• Differentiate Oneself from Competitors
• Matching Versus Beating Competitors
KEY points about
positioning
• It is a strategic, not a tactical, activity
• It is aimed at developing a strategic, sustainable
competitive advantage
• It is concerned with managing perceptions
• Brand image and reputation are the result of the
positioning process
Components of
positioning
The four basic components of the positioning concept
are:
I.
Product class
II. Consumer segmentation.
III. Consumer perception
IV. The benefits offered by the brand.
I. PRODUCT CLASS
Positioning
• Position in relation to attributes
• Positioning the product in relation to users/ image.
• Position in relation to competetion
• Position directly against competetion
• Positioning away from competetion.
• Positioning in relation to a different product class
II. Approaches to Consumer
segmentation positioning
• Undifferentiated Strategy (Commodities like Chilly
powder, Rice etc)
• Concentrated strategy (Air Deccan concentrating on
Cost factor and not on better seating arrangement/
food)
• Differentiated Strategy (Different size of packaging,
Business and Economic Class in airline sector.)
III. Perceptual
mapping
• How a product relates to the competition
• Who the nearest competitirs are
• Which product/ service attributes best describes each
product.
IV. Brand benefits &
Attributes
• Attributes are simple characterstics of a particular
product.
• Benefits are a approach about how a brand meets a
consumer need.
• Benefits rather than attributes is more powerful in
motivating consumers.
• Attribute: Sugarfree is low on calories
• Benefits: Helps you feel good about yourself.
Cornerstone of
positioning strategy
• Know your target market
• Distinctive product positioning
• Positioning statements differentiating from competitors
by adding value & creating brand personality.
Part Of The Identity
• Look to the Core Identity
• Identify Points of Leverage
• The Value Proposition
• The Target Audience
• Active Communication
Comparing Positioning
and Identity
• Comparison of the identity with the image will usually
result in one of three very different communication tasks
being reflected in a brand position statement. Any brand
image can be
• Augmented (if a dimension needs to be added or
strengthened) e.g., add social group acceptance
• Reinforced and exploited (if the image associations are
consistent with the identity and are strong) e.g., reinforce
fun and humor ous personality
• Diffused, softened or deleted (if the image is inconsistent
with the brand identity) e.g., soften middle-aged-user
imagery
Advantages
• Resonate with the Customer
• Differentiate Oneself from Competitors
• Matching Versus Beating Competitors
Not Every brand is in
a Competition…
Positioning Opportunities
for a Product
• Finding an unmet consumer need .
• Identifying a product strength that is both unique & important
• Determining how to correct a product weakness and thereby
enhance a product’s appeal.
• Changing consumer usage patterns.
• Identifying market segments, which represent the best targets
for a product
Qualities of a Successful
Positioning
• Relevance
• Clarity
• Distinctiveness
• Coherence
• Commitment
• Patience
• Courage
Types
• Positioning by Corporate Identity
• Positioning by Brand Endorsement
• Category-related positioning
• Benefit-related positioning
• Positioning by usage occasion and time
• Price-Quality positioning
• Positioning on specific product features:
• Positioning a product by its performance
• Positioning on benefits, problem solutions or needs:
THANK YOU