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Brand Positioning Pbm

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POSITIONING : The Battle for Your Mind
A concept so simple, people have difficulty in understanding how powerful it is!
What is Positioning ? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Colgate Is Protection Gillette Is Quality LUX Is Glamour AXE Is Sexual Attraction Pond’s DFT Is Confidence Examples
Brand Identity and Brand Image  Brand Positioning
“ To position a product/service in the minds of consumers relative to competitors” Ries and Trout
A ‘reason to be’ “The brand has to be distinctive, relevant and appealing to its target audience”
Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why is Positioning Required ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How it is done… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],How it is done…
Brand Positioning : Complan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning : Complan “ Complete planned food”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Positioning : Boost
Brand Positioning : Boost “ Boost is the secret of my energy”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Positioning : Bournvita
Brand Positioning : Bournvita “ Poshan bhi swaad bhi”
Positioning of a leader ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning of a follower ,[object Object],[object Object],[object Object],[object Object],[object Object]
‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
‘ It’s difficult to change behaviour, but easy to work with it’
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What you need…
Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object],[object Object]
What is Key Insight? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object]
More on Key Insight… ,[object Object],[object Object],[object Object],[object Object]
More on Key Insight… ,[object Object],[object Object],[object Object]
Proper Positioning ,[object Object],[object Object],[object Object],[object Object]
In order to Position a Brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How do I begin to Position my Brand?
The 3C’s of Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
And then… ,[object Object],[object Object],[object Object],[object Object]
FOCUS OF POSITIONING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],STEPS IN POSITIONING
Brand Positioning ,[object Object],[object Object],[object Object],[object Object]
First Steps…. ,[object Object],[object Object],[object Object],[object Object]
Identifying and establishing Brand Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Positioning Guiding Principles…. ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Positioning - The Process….
POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nuts and Bolts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP and POD ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POP AND POD: BMW over the years 1971 1975 1985 1991 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Establish POP and POD in marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Brand Positioning Statement For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin. NO REASON WHY!
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Attribute or Benefit approach ,[object Object],[object Object],[object Object],[object Object]
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You

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Brand Positioning Pbm

  • 1. POSITIONING : The Battle for Your Mind
  • 2. A concept so simple, people have difficulty in understanding how powerful it is!
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  • 4. Positioning Colgate Is Protection Gillette Is Quality LUX Is Glamour AXE Is Sexual Attraction Pond’s DFT Is Confidence Examples
  • 5. Brand Identity and Brand Image  Brand Positioning
  • 6. “ To position a product/service in the minds of consumers relative to competitors” Ries and Trout
  • 7. A ‘reason to be’ “The brand has to be distinctive, relevant and appealing to its target audience”
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  • 13. Brand Positioning : Complan “ Complete planned food”
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  • 15. Brand Positioning : Boost “ Boost is the secret of my energy”
  • 16.
  • 17. Brand Positioning : Bournvita “ Poshan bhi swaad bhi”
  • 18.
  • 19.
  • 20. ‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
  • 21. ‘ It’s difficult to change behaviour, but easy to work with it’
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  • 50. Brand Positioning Statement For women ages 25-55, Loreal Revitalift Anti-wrinkle and firming cream reduces facial wrinkles and firms your skin. NO REASON WHY!
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