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What is imagery?
with over a period of time. It has an impact on how consumers perceive the brand and how they will react to it in the long run. Brand imagery plays an important role in shaping the association in the consumer's psyche. Once an association was developed it stayed with consumers for a long time. Bajaj Scooters had a `family vehicle' image. Horlicks had a `drink for the sick' association a few decades ago.
image by buying products & brands or patronising services which they believe are congruent with their self-images and avoiding which are not then this phenomenon is known as consumer imagery. 1. Product Image - where the consumer compares his self-image with his perception of the product or brand. Eg:-Fast Track and Sonata brands are both from Titan but have a clear image with regard to their target segment associations. 2. Service Image - where the consumer compares his self-image with his perception of the service or its provider.
Product positioning
Positioning refers to the image that a product has in the minds of
the consumer. It conveys the concept of the product or service in terms of how it fulfills a consumer need. It is an answer to the problem of being a me too brand. Eg: Pears Glycerine based & Pure Dove- Moisturizing Boost Stamina Complan Growing tall Big Bazar The best quality at the lowest of prices Colgate An anti tooth decay toothpaste
consumer loyalty positive beliefs about brand value willingness to search for brand Also good positioning strategy affects consumers beliefs about its brands attributes and the prices consumers are willing to pay
Positioning Strategies
Umbrella Positioning (Sony, McDonalds, LG) Positioning Against the Competitor (7 Ups slogan the Un-
Cola)
Product repositioning
For almost three decades, Liril was associated with fresh, green and waterfalls but has attempted to create novelty through the `orange' variant, in packaging and visuals.
Dettol soap, after establishing itself on the protectionfrom-bacteria proposition, introduced a variant with moisturiser and employed a different kind of imagery.
Moov, which was not the pioneer with regard to pain balm, created an appealing benefit-based imagery leading to the brand's acceptance. Moov also effectively used imagery to compete with Iodex on the `staining' aspect of the offering.
Vicco's facial cream for skin has all along been positioned amidst the occasion of a wedding.
Perceptual mapping
Perceptual mapping is a graphics technique used by asset
marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition. Perceptual mapping is also called positioning map which helps to develop a marketing positioning strategy for the product or services.
Perceptual maps or positioning maps as they are sometimes
referred to, are often used to help the organization identify a positioning strategy .
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