Ways to position brand

1. Ways to position the Brand
Sub- Management Studies
Aakash D. Bhongade
Roll No. 132130015
M. Tech 1st Year (Textile Tech.)

2. Why to position the Brand
● As looking towards the market and the Compitators
in the Market.
● To sell any brand or product, the buyer should know
about the brand.
● To explore about the Brand and for making the
compitator in the market.
● Looking towards the Indian market its price
sensetive, emotionally attached, etc.

3. By Which
● The media explosion
● The product explosion
● The advertising explosion
When it comes to brand, consumers make a choice,
but with products, they make a comparision.

4. The ways to position the brand:
• Use Situation
• Emphasizing Tangible benefits
• Linking to uses
• Head on competitive positioning
• Life syle positioning
• Benifits offered

5. Use situations
● The market can identify use situation for his brand
or product
● Also analyse customer perception of existing
compitator brands.
● Based on this analysis the firm can position its brand
● eg. Rasna, the soft drink concentrate.

6. Emphasizing Tangible benefits
● The brand may even be positioned on basis of
tangible benefits i.e. It gives offers to the customer.
● In the form of specific features or somtimes through
its price and distribution.
● eg. Ariel benefit of cleaning dirtis cloth bcz of micro
cleaning system.
● Nirma offered low price of HU.
● Several automobile industires
● It helped to capture 60% of indian automobile sector

7. Linking to uses
● A third party approach to position a brand.
● Here they are talking about aal the possible uses of a
product or brand.
● eg. VCR used for playing, recording, and regulating
scences can be (play, pause, forward).

8. Head on competitive positioning
● Strategy is to placing a brand next to the leader in
the market.
● Trying to uproot it on a specific tangible benefits.
● Eg. Wheel, Wheel took their Head on Compitation
with Nirma and claimed it was better to wash white.
● Onida colour TV
● Kinetic Honda

9. Life syle positioning
● Brand on lifestyle Concept, Contemporary or
futuristic.
● Today's new kitchen appliances( like the microwave
oven), Ready made garments.
● It takes upward mobility of the indian market.
● Various Ranges of Nakshtra Watches and diamond
jewellery is endorsed by beauty icons.
● Luxury Homes , Luxuries
automobiles.

10. Benifits offered
● Here, the firm highlight the benefits offered that
customer get by using that product.
● Emotional relationship is the strong reason to buy
that brand.
● Eg. Chevrolet Optra as Love and Care.

11. tHAnk YoU !!!