In this presentation, we will discuss about brand positioning in details which includes the definition, history, the various points of positioning statement, the difference between positioning and advertising and research behind positioning. We will also talk about the re-positioning strategy and positioning of attributes. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter 16
• Brand Positioning
Ch-16 Brand Positioning

2. What is positioning?
• Brand is a value proposition
• The concept of brand identity is
implemented thorough brand positioning
• Positioning is outcome of our perceptions
about the brand relative to the competing
brands
Ch-16 Brand Positioning

3. What is brand positioning?
• “ The act of designing the company’s
offer so that it occupies a distinct and
valued place in the mind of the target
customers.’
–Kotler
• “the process of prompting buyers to
form a particular mental impression of
our product relative to our competitors’
- Bovee
Ch-16 Brand Positioning

4. What is brand positioning?
• “ part of brand identity and value
proposition that is to be actively
communicated to the target audience,
ad that demonstrates an advantages
over competing brands.”
-
Aaker
Ch-16 Brand Positioning

5. Brand Positioning -History
• Glut in the market in the 60s, identification
of USPs was not an easy task.
• Ogilvy emphasized for the first time in the
70s.
• Book titled “Positioning the batter for your
mind” in 1980s.
Ch-16 Brand Positioning

6. How to develop a positioning
statement ?
• Positioning statement is a declaration of the
position our product will occupy in the mind of
our target customers.
• We have to consider following points
1. Market Exploration
2. Market Segments
3. Core identity
4. Value proposition
5. Understand the position of existing products
6. Choose best position
Ch-16 Brand Positioning

7. Positioning Statement
• Describes what is important to the
customers, and what problem our product
will solve for them and how
• Used to develop new products, to plan an
ad campaign, train sales force or perform
any other marketing activity
• Should assert the advantage of the brand
over the competitive brand.
Ch-16 Brand Positioning

8. Positioning in action
• BPL Excell Alkaline batteries- “ the longest
lasting alkaline battery in the world”
• Complan is the complete food for growing
children
• Dove is a soap with 1/4th moisturizer
• Vicks Vaporub is a rub for colds for
children
Ch-16 Brand Positioning

9. Advertising & Positioning
• Advertising has to establish the brand in
a commanding position in the mind-sets
of consumers
• For effective positioning a brand has to
stand for one quality or benefit in the
mind of consumers, instead of being all
things to all people
• Every advertisement is a long term
investment in the image of a brand
Ch-16 Brand Positioning

10. Research for Positioning
• Starts with the study of the market to
identify the factors which are most
important to various users of the product
category
1. Investigate what consumers do with the
products
2. Attitudinal information should b developed
according to the purpose for which the
brand is to be used and not just for any tow
brands
Ch-16 Brand Positioning

11. Research for Positioning
3. It is important to ask why a product or
brand is not being used
4. When there are existing brands, it is
important to identify where they are
placed in the consumers’ mind
5. Positioning is creative
Ch-16 Brand Positioning

12. Re-positioning
• Is an attempt to change the brands’ slot
• Mostly, it is a matter of evolution
• The three signal which warrant
repositioning are
1. New competition
2. New technology
3. New consumer attitudes
Ch-16 Brand Positioning

13. Benefit Laddering for a
nutritional drink
Envy of neighborhood Value
Happy filial relationship
Becomes darling of parents Consequences
Excel in sports
Performs well at school
Value
Healthy Energetic child
Ch-16 Brand Positioning

14. Positioning Slots
• Technology Slot
• Experiential Slot
• User Slot
• Trendiness Slot
• Repositioning a rival brand
• New product category slot
• Attribute slot
Ch-16 Brand Positioning

15. Positioning of attributes
• E.g. toothpaste which contains clove oil
• TVs will flat screen
• Shampoo that nourishes hair
• Digital camera with x mega pixels
• Fridge for freshetarians
Ch-16 Brand Positioning

16. Psychological Meaning (PM)
• Lexical Meaning
• Philosophical Meaning
• Psychological Meaning
• E.g. a car may have components of status,
style, performance and cost in one market
, can be positioned as a premier car in
another market
Ch-16 Brand Positioning

17. Summary
• Positioning means occupying a slot in the
mind of consumers as against other brand
• Liril occupies ‘freshness’ slot, Surf’ stain
removal slot
• Advertising has to establish the brand in a
commanding position in the mind-sets of
consumers
Ch-16 Brand Positioning