Three questions you need to ask about your brand

Three Questions You Need to Ask About Your Brand

Group 5Bakkuri Shashanth Kumar | Nuthalapati Vamsidhar | Khushboo Solanki | Ritusri Ray |

Most polluted river in India Goddess in Bathroom??!!

Price similar to entry level Sedan

The Err in Sierra - too ahead of time, looks and technology- steep price

POPFOR POD

Question 1

Have We Established a Frame???

Frooti

“Thirst-quenching drinks”

Knorr Soups

NotOnly

But also..

FoR - Product’s Stage in Life Cycle

FoR - Product’s Stage in Life Cycle

- Initial positioning successful

- Repositioning for adult segment failed

Brand itself as Frame of Reference

Question 2

Are We Leveraging Our Points of Parity???

Banks in India

Current & saving plans ATM services Debit & Credit cards

New Brands

Brand Extensions

Toothpaste??

Pond’s toothpaste

Brand extension failure

Established Brands

Question 3

Are The Points of Difference

Compelling???

Brand Differences

Desirability

Deliverability

Putting it all together

1. Sequencing: positioning the attributes in a sequence

Value for money

One stop destination

Initially

Gradually

2. Leveraging Unconnected Attributes:

Using Celebrities (with their credibility) make them positively correlated

Health vs Taste (negatively correlated)

Strong Brand Positioning: may not require any changes with time

Making It Last

Sustain over time

Laddering UpAdd more features

Establish Concrete Attributes

Slowly

Laddering UpAdd more features

Establish Concrete Attributes

Slowly

Pitfalls of Brand positioning

Brand failuresBrand

repositioning failure

Brand perception failure

Wrong positioning and product awareness

Brand POD failure

Conclusion

Keep in mind: These may not be static targets & may not last long

References

1. https://nicheiima.wordpress.com/2012/07/27/cadbury-a-perfect-example-of-the-brand-evolving-with-the-indian-society/

2. https://www.google.co.in/search?q=mountain+dew+brand+positioning+india

3. http://www.brainmaalish.com/chatbhandaar/ponds-toothpaste-a-failure-owning-to-brand-perception/

4. http://marketingpractice.blogspot.com/2006/02/iodex-ooh-aaah-ouch.html

Thank You!