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 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. I.Product class II. II.Consumer segmentation. III. III.Consumer perception IV. IV.The benefits offered by the brand.

I. PRODUCT CLASS Positioning Position in relation to attributesPosition in relation to attributes Positioning the product in relation to users/ image.Positioning the product in relation to users/ image. Position in relation to competetionPosition in relation to competetion Position directly against competetionPosition directly against competetion Positioning away from competetion.Positioning away from competetion. Positioning in relation to a different product classPositioning in relation to a different product class

II. Approaches to Consumer segmentation positioning Undifferentiated Strategy (Commodities like Chilly powder, Rice etc)Undifferentiated Strategy (Commodities like Chilly powder, Rice etc) Concentrated strategy (Air Deccan concentrating on Cost factor and not on better seating arrangement/ food)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.)Differentiated Strategy (Different size of packaging, Business and Economic Class in airline sector.)

III. Perceptual mapping How a product relates to the competitionHow a product relates to the competition Who the nearest competitirs areWho the nearest competitirs are Which product/ service attributes best describes each product.Which product/ service attributes best describes each product.

IV. Brand benefits & Attributes Attributes are simple characterstics of a particular product.Attributes are simple characterstics of a particular product. Benefits are a approach about how a brand meets a consumer need.Benefits are a approach about how a brand meets a consumer need. Benefits rather than attributes is more powerful in motivating consumers.Benefits rather than attributes is more powerful in motivating consumers. Attribute: Sugarfree is low on caloriesAttribute: Sugarfree is low on calories Benefits: Helps you feel good about yourself.Benefits: Helps you feel good about yourself.

Cornerstone of positioning strategy Know your target marketKnow your target market Distinctive product positioningDistinctive product positioning Positioning statements differentiating from competitors by adding value & creating brand personality.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:

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