Developing and establishing a brand positioning

Developing and establishing a brand

positioning

Positioning

It is the act of designing a company’s offering and image to occupy a distinctive place in in the mind of target market

Goal

Goal is to locate the brand in the minds of consumers to maximize the potential benefit of the firm

Importance of positioning

A good brand positioning helps guide marketing strategy by

clarifying the brand’s essence

Identifying the goal it helps the consumer achieve

“

”

A good positioning has “foot in the present” and a “foot in future”

Characteristic

Should be aspirational

Should has proper balance between its present and expected status

Requirements Po

siti

onin

g

Determining a competitive frame of reference

Identifying optimal Points-of-Difference and Points-of-Parity

Brand Mantras

Result

Helps in creation of a customer-focused value proposition

Shreya Shwetima From- IIT Bombay

Thank you