Brand Positioning How can a firm develop and establish an effective positioning in the market?
Aug 12, 2015
What is Positioning ?
Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Identifying and Analyzing Competitors
Citigroup knows that Bank of America is a major banking competitor.
Disney adopted an internal brand mantra of “fun family entertainment” to serve as
a screen for proposed ventures.
Establishing Brand Positioning
Once they have determined the brand positioning strategy, marketers should communicate it to everyone in the organization so it guides their words and actions
Alternative Approaches to Positioning
1.Brand Narratives and Storytelling2.Brand Journalism3.Cultural Branding
Summary
• Definition of positioning• Methods to determine positioning• Establishing Brand Positioning• Alternative Approach to Positioning
"These slides were created by Pushpendra Trivedi, IIT (BHU), during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )"