Developing and establishing an effective brand positioning

By taking consumer insights into account

The real trick is to strike just the right balance between what the brand is and what it could be.

P oint s of d if f erence:• A t t ribut es or benef it s t ha t

a re unique t o t he bra nd .• Cons umers a s s ocia t e

p os it ively wit h t hes e p oint s .• Exa mp les : N ik e (p erf orma nce,

innova t ive t echnolog y , winning )

A p p le (d es ig n, ea s e of us e, irreverent a t t it ud e)

P oint s of p a rit y :• A t t ribut es or benef it s t ha t a re

not neces s a rily unique t o a bra nd but a re s ha red wit h ot hers .

• N eces s a ry a t t ribut es f or a leg it ima t e bra nd of f ering .

• N eces s a ry but not s uf f icient .• Ca t eg ory P oP s a nd Comp et it ive

P oP s .

Need to fulfill 3 criteria to function as a point-of-difference.

Desirability

Deliverability

Differentiability

Ca t eg ory P oP s a re es s ent ia l f or a leg it imate and cred ibleof f ering .

Comp et it ive P oP s a re d es ig ned t o overcome perceived weak nessof t he bra nd .

An articulation of the heart and soul of the brand.Short 3-5 word phrases that capture the irrefutable essence or spirit of the brand positioning.

B ra nd ma nt ra ha s t o ef f ect ivelyCommunica t eS imp lif yIns p ire

’

Brand

positioning

bull’s eye –

Microsoft

example

Communicate a category membership by

announcing category benefits, comparing to

exemplars and relying on product

descriptor

Then communicate the PoPs and PoDs of a

Brand.

Credits http://althistory.wikia.com/wiki/The_Mediterranean_Strategy

http://cobaltpm.com/tag/tips/page/4/

Kevin omara flickr

http://accessible-mortgages.com/2014/02/10/rrsp-contributions-vs-mortgage-pre-payments/tug-of-war/

http://www.projectsjugaad.com/wp-content/uploads/2013/03/Recommend-Sensodyne-for-all-day-Sensitivity-Protection.jpg

http://files.coloribus.com/files/adsarchive/part_1298/12988055/file/sensodyne-toothpaste-sensitive-teeth-medium-43931.jpg

http://dlrprepschool.com/wp-content/uploads/2015/01/o-DISNEYLAND-RIDES-CLOSE-facebook.jpg

Andrew E Larson Flickr

http://image.slidesharecdn.com/brandpositioning-140218144028-phpapp02/95/brand-positioning-7-638.jpg?cb=1412997384

http://7-themes.com/data_images/out/46/6928725-nike-lebron-wallpaper-hd.jpg

http://pichost.me/1931722/

http://stylerumor.com/wp-content/uploads/2013/07/Louis-Vuitton-W-and-Capucines-Bags-Ad-Campaign-Featuring-Michelle-Williams-5.jpg

CREATED BY

P. VISHAL, IIT MADRAS

DURING AN INTERNSHIP

UNDER PROF. SAMEER

MATHUR, IIM LUCKNOW

WWW.IIMINTERNSHIP.COM