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