1. Branding 101
Positioning, Segmentation &
Research
@ana_adi | www.anaadi.net

2. Brand positioning strategy is about finding a
right place for a brand in market place as well in
the consumers’ mind.
@ana_adi | www.anaadi.net

3. Positioning strategy says a brand can only stand
for one thing in the mind.
The more focused the meaning, the stronger the
brand.
@ana_adi | www.anaadi.net

4. Brand positioning from how you see it
@ana_adi | www.anaadi.net

5. Brand positioning
Based on what you know, identify:
brand identity
brand image
brand promise
target audience profile (age,
demographics, education...)
persona (describe a consumer)
brand competitors (SWOT)
point of difference/ unique selling
proposition
points of similarity
@ana_adi | www.anaadi.net

6. Brand positioning
Keep in mind:
Messaging
Design
Uniqueness
Trust
Relevance
Inspiration
@ana_adi | www.anaadi.net

7. Principles of positioning
@ana_adi | www.anaadi.net

8. Positioning mapping (perceptual)
@ana_adi | www.anaadi.net

9. Brand positioning seen from a brand touch point
@ana_adi | www.anaadi.net

10. @ana_adi | www.anaadi.net

11. Analyze the website or Twitter account you were given and
perform the same exercise as before.
Note and discuss any similarities or differences.
@ana_adi | www.anaadi.net

12. Twitter
Twitter Network: www.neuroproductions.be/
twitter_friends_network_browser
Twitter Influence: http://twittergrader.com
Twitter Sentiment:
www.twittersentiment.appspot.com
www.socialmention.com
@ana_adi | www.anaadi.net

13. effective segmentation
needs to be:
measurable
substantial
accessible
differentiable
Effective positioning needs effective targeting.
This requires effective segmentation.
identification and profiling of
consumers based on their needs and
preferences
selection of a market segment
establishment and communication of
distinctive benefits of the brand
@ana_adi | www.anaadi.net

14. @ana_adi | www.anaadi.net

15. education & affluence age & life cycle
family life cycle life stage
urbanization gender
race & ethnicity income
mobility generation
social class
lifestyle
activities
interests
opinions
@ana_adi | www.anaadi.net

16. Behavioral segmentation attitudes about product
purchase: enthusiastic,
positive, indifferent,
negative, hostile
@ana_adi | www.anaadi.net

17. Brand research - When?
New company
Expansion (product/ brand)
Mergers
Revitalize/Rejuvenize (Rebranding/Repositioning)
@ana_adi | www.anaadi.net

18. Brand research - What for?
Determine client/prospect hot buttons and pain-points in the market for a
company/product like yours
Uncover marketing/advertising mediums primarily used by clients/prospects
when searching for a company/product like yours (trade ads, direct mail,
internet search etc.)
Compare your company/product against competitors
Uncover current brand image perceptions of your company/product
Develop value proposition
Develop positioning
Develop brand promise
@ana_adi | www.anaadi.net

19. Brand research - How?
It depends on
what you want to find out
(research questions)
AND
why you are doing the research
(research aims)
@ana_adi | www.anaadi.net

20. For an introduction to research methods please
check Dr. Geana’s presentation on
Introduction to Mass Communication Research.
@ana_adi | www.anaadi.net