“The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”.

2. BRAND MANAGEMENT
• The marketing practice of creating a name, symbol or design that identifies and differentiates a
product from other products
Source: https://www.entrepreneur.com/

3. MOBILE PHONE BRANDS

4. DEFINITION OF BRAND POSITIONING
Brand positioning has been defined by Kotler as
“The act of designing the company’s offering and image
to occupy a distinctive place in the mind of the target
market”.
In other words, brand positioning describes how a brand is different from its competitors and where, or
how, it sits in customer’s minds.
Source: www.thebrandingjournal.com

7. POSITIONING- THE BATTLE OF YOUR MIND
AL RIES JACK TROUT

8. SOME KEYWORDS FROM THE BOOK
• Being the first in any category is extremely important.
• If you’re not first, create your own ladder.
• Echo what is already in your prospects minds.
• The name of your brand matters!
• Don’t line extend.
• Peg your brand against other brands.
Source: https://medium.com

9. BRANDS IN ISTAN

10. TARGET MARKETS
Market segmentation divides the market into distinct groups of homogeneous
consumers who have similar needs and consumer behavior, and who thus require
similar marketing mixes.

11. POINTS-OF-DIFFERENCE (POD)
Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and
believe they could not find to the same extent with a competitive brand
Examples are
Apple (design, ease-of-use, and irreverent attitude)
Nike (performance, innovative technology, and winning)
Creating strong, favorable, and unique associations is a real challenge, but an
essential one for competitive brand positioning.
Reference book: Kotler Keller- Marketing Management Page# 280

12. BMW EXAMPLE
When BMW first made a strong competitive push into the U.S. Market in the
early 1980s, it positioned the brand as the only automobile that offered both luxury and
performance. At that time, consumers saw U.S. Luxury cars as lacking performance, and
U.S. Performance cars as lacking luxury. By relying on the design of its cars, its German
heritage, and other aspects of a well-conceived marketing program, BMW was able to
achieve
a point-of-difference on luxury

13. POINTS-OF-PARITY (POPs)
Are not necessarily unique to the brand but may in fact be shared with other brands.
A long heritage could be seen as a positive attribute because it can suggest experience, wisdom,
and expertise.
It could be a negative attribute because it might imply being old-fashioned and not contemporary
and up-to-date.

14. EXAMPLES OF CORRELATED ATTRIBUTES AND BENEFITS
Low price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Powerful vs. Safe
Strong vs. Refined
Varied vs. Simple

15. HOW TO FIND A POWERFUL BRAND
POSITIONING (3 SIMPLE STEPS)?
STEP 1
You need to analyze the following:
1. Understand what your consumers want
2. Understand what your company’s and brand capabilities are
3. Understand how each competitor is positioning their brand

16. HOW TO FIND A POWERFUL BRAND
POSITIONING (3 SIMPLE STEPS)?
STEP 2
Once you’ve done that, you will need choose a positioning statement that:
1. Will mind click with your consumers
2. That is different from your competitors

17. HOW TO FIND A POWERFUL BRAND
POSITIONING (3 SIMPLE STEPS)?
STEP 3
The remaining challenge is to then reflect this brand positioning in everything that you do
(brand personality, packaging design, product, service, visual identity design, communications,
etc.)

18. BRAND

19. WHAT IS A BRAND POSITIONING
STATEMENT?
A positioning statement is a one or two sentence declaration that communicates your brand’s
unique value to your customers in relation to your main competitors.

20. AMAZON’S EXAMPLE
Amazon.Com used the following positioning statement in 2001 (when it almost exclusively sold
books):
“For world wide-web users who enjoy books, amazon.com is a retail
bookseller that provides instant access to over 1.1 million books. Unlike
traditional book retailers, amazon.com provides a combination of
extraordinary convenience, low prices, and comprehensive selection”

21. QUOTE OF THE BRAND POSITIONING
A good positioning has a “foot in the
present” and a “foot in the future.”
Reference book: Kotler Keller- Marketing Management Page# 276

22. UBER VS LYFT
UBER
• Uber pioneered their market. They started with just
black executive lincoln town cars. With their jet
black branding and sleek logo
• They were exclusive, cold, and luxurious.
• Over time their offerings became more diversified
and products like Uberx and Uberpool allowed
anyone to call a ride and get picked up for a few
dollars by a Prius
LYFT
• Originally cars were adorned with a bright pink fuzzy
mustache.
• Riders were told to sit in the front and make
conversation with their drivers.
• Drivers were billed as being “fun and interesting”
Source: www.figmints.com

25. HOW WELL YOUR BRAND POSITIONING?
• Does it match customer perceptions of your brand?
• Does it enable growth?
• Does it identify your brand’s unique value to your customers?
• Is it focused on your core customers?
• Is it memorable and motivating?
• Is it consistent in all areas of your business?
• Is it easy to understand?
• Is it difficult to copy?