Sunteți pe pagina 1din 31

Brand positioning and values

act of designing the companys offer and image so that it occupies an valued place in the target customers minds

Is it

Only identifying a right location for itself in the minds of the customers Or It also involves identifying location for its competitors also

Main importance on..


Who the target customer is? Who the main competitors are? How the brand is similar to these competitors? How the brand is different from these competitors?

Segmentation

Basis Behavioral Demographic Psychographic Geographic

Target Market

Market consists of all actual and potential buyers, They have sufficient income for and access to a product. They have sufficient motivation, ability and opportunity to buy a product Identifying the target market is the key.

Segmentation basis

The The The The

sensory segment sociables worriers independent

Target market decisions


Identifiability Size Accessibility Responsiveness

Conversion model

Users Convertible: threshold of change Shallow: not ready to switch but may consider alternatives Average: comfortable with their choice unlikely to switch Entrenched: staunchly loyal,

Cont..

Non-users Strongly unavailable: strongly prefer their current brand Weakly unavailable: preference lies with current brand, although not strongly Ambivalent: as attracted to the other brand as current choice Available: prefer other brand but yet to be switched.

Nature of competition

Nature of competition for the brands Close associations Substitutes Point of parity ( category and competitive) Point of difference (USP)

Positioning guidelines

Defining and communicating competitive frame of reference. Choosing and establishing POP and POD

Defining and communicating competitive frame of reference.


Determine the category of membership Informs consumers what category of goals they achieve by using their product or services But highly established products and services category membership is not focal issue

Cont..

Inform consumers of brands membership before stating its POD Can both go simultaneously? Yes if you have resources.

Three main ways to communicate category membership

Communicating category benefits ( tasty) Comparing exemplars ( well known) Relying on product descriptor ( Nseries, E- series)

Establishing POP & POD

Creating strong Brand position requires establishing right POP and POD

Consider

Low price and highest quality Taste & calories Taste and nutritious Powerful & safe Varied & simple Strong & refined Sometimes they are negatively co-related Think of one more on same lines Easily available & Exclusive

How to do it?

Launch two different marketing programmes Leverage equity of another entity Redefine the relationship

Updating position over time

With established brands, competitive forces often dictate shifts in positioning strategy over time.

Involves two major issues

Laddering: deepen the meaning of the brand to tap core brand values ( nevia) Reacting: response to competitive challenges that threaten an existing position. Do nothing Go on defensive Go on offensive

Brand values

Core brand values: set of abstract associations ( Attributes and benefits) that characterize the 5 to 10 most important aspects or dimensions of a brand.

Brand Mantras

is the articulation of heart and soul of the brand. What the brand is and what it is definitely not

Designing brand mantra


Brand functions Descriptive modifier: Athletic performer Family entertainment Emotional modifier:

Implementing Brand Mantra


Communicate Simplify Inspire

Internal Branding

Members of the organization are properly aligned with the brand and what it represents. TATA

Consider this

What does jeep stand for?


Military utility vehicle Tough Outdoor Sturdy Any surface

Remember

Choose the right segment and target Category defining is equally important as USP POD & POP Avoid confusion Be ready to reposition

S-ar putea să vă placă și