Book Presentation at IBA Karachi in Advance Brand Management Class

1. POSITIONING
THE BATTLE FOR YOUR MIND.
Junaid Bhuri
Mohsin Ali
Muhammad Hassan
Tahira
Mustafa Zaheer
Shalim J Reuben

2. What is BRAND POSITIONING?
■ Positioning is not what you do to a product. Positioning is what you do to the mind of a
prospect. i.e., you position the product in the mind of the prospect.
■ The basic approach is not to create something new and different but manipulate what’s
already in the mind of the consumer. Retie existing connections.
■ Positioning does involve change to the product.
■ Cosmetic changes – in name, in price and the package are done to secure a worthwhile position
in the prospect’s mind.

3. The Easy way into the mind - Be First.
■ What’s the name of the first person to walk on the moon?
■ What’s the name of the second person to walk on the moon?

4. The Easy way into the mind – Simplify the message.
■ Oversimplify the message
■ Less is more. Simplify your message, simplify it some more if you want to make a long-lasting
impression.

5. The AGAINST position
- Avis is only #2 in rent-a-cars.
- For 13 years in a row, Avis lost money.Then they
admitted they were number 2 and Avis started to
make money.
- Recognized the position of Hertz and didn’t meet
them head-on.
FirstYear $ 1.2m
SecondYear $ 2.6m
ThirdYear $ 5 m

6. The AGAINST position
VW – think small
- Going against the big American cars.

7. The UNCOLA position
- Alternative to Coke and Pepsi.
- Stepping on a ladder owned by someone else.
- Today 7up is the 3rd largest selling soft drink.
- WLKW radio – the unrock station.
- To find unique positioning – ignore conventional logic.

8. History shows the first
brand into the brain, gets
twice the long-term
market share of the No.2
brand and twice again as
much as No 3 brand
Position of a Leader

9. Hertz outsells Avis |General Motors outsells Ford |Mcdonalds outsells Mr.Burger
Establishing Leadership
You Just Get there
firstest
with the
mostest.

10. 7up,
the first
non cola
drink
First Mover

11. Despite being market
leaders in one category,
and having all the
resources at their disposal
many brand could not beat
the market leaders since
they were not first in the
market
The Failures of Leaders

12. In some categories the two leading brands run neck
to neck.
When two brands are close one or the other is likely
to get the upper hand and then dominate the
market for years to come.
The instability of equality

13. Short-term leader are
almost invulnerable,
Momentum alone carries
them.
Long term leaders focus on
goals which are of 5 years
away and beyond.
Strategies for Maintaining
Leadership

14. Never repeat the
obvious “we’re no 1”
Reflect if you have
defined your leadership
in your own terms and
not the prospect’s term.
What leader should not do

15. Reinforce original
concept.
Be the standard for
other brands and
competition.
What leader should do

16. We invented the product
Xerox Polaroid Zippo

17. General motors spent
$50 million to buy
Wankel license as cheap
insurance to $84 billion a
year business
Cover all bets

18. Diapers are called Pampers
Power of Product
Detergent is called Surf
.

19. Covering with Multi brands
Multi Brand
Strategy is a
Single Position
Strategy

20. Covering with Broader Name
■ Sales management to Sales and Marketing Management
■ Housing and home finance Agency to Department of housing and
urban Development
■ FederalTrade Commission to Consumer Protection Agency
Broadening the name expands the purview of work

21. When a follower copies a
leader, it’s better
described as a me-too
response
Position of a Follower

22. Accent is on Better
rather than Speed
Why products Fail

23. Despite too many issues Samsung launched its
folding phone to be a market leader.
Why products Fail

24. Look for the
Hole
and
Fill it
Cherchez le Creneau

25. Advise goes against ‘bigger and better’
“The power of positive thinking”
an attitude may sell a lot of books but can
destroy one’s ability to look for a creneau.
Cherchez le Creneau

26. Cherchez le Creneau
Size Creneau High Price
Creneau
Low Price
Creneau

27. Cherchez le Creneau
Gender based Creneau

28. Cherchez le Creneau
High end technology
But
No Creneau

29. Cherchez le Creneau
AIBO was an early Sony
Attempt to create a
household Robot.
AIBO had buggy
technology so they
positioned it robotic pet

30. REPOSITIONING:
Another name for brand repositioning is a strategic brand
alteration.
Also, keep in mind that repositioning requires more
effort and carefully formed strategies as compared to
rebranding.

31. WHY REPOSITION??
SALES ARE DECLINING
SALES BECOME STAGNANT
NEED TO REACT TO COMPETITORS
BRAND EQUITY IS WEAKENING
SHARE PRICES ARE DECLINING
DUE TO CERTAIN CULTURALCHANGES
BRAND LIFE CYCLE

32. Starbucks
Starbucks positioned
coffeehouses as a “third place”
for social time in our daily
lives:
• Home
• Work
Then:
• Starbucks.

33. Ads used lines
like
•Beware a cheaper cup of coffee.
It comes with a price.”
•“Starbucks or nothing. Because
compromise leaves a really bad
aftertaste.”
•“If your coffee isn’t perfect,
we’ll make it over. If it’s still not
perfect, you must not be in a
Starbucks.”

36. The Power of
the Brand
Name

38. 1). Plants Seed
in Audience
mind
2).
Audience
Remembers
3). that Seed
need to grow
into image &
position
4). Brand
wants to own
in mind of
Audience
5). That Makes
the Great Brand
name
About Firm
What Brand
Name Does

41. THE LINE
EXTENSION TRAP
TAKING THE NAME OF AN ESTABLISHED
PRODUCT AND USING IT ON A NEW ONE.

42. THE LINE
EXTENSION TRAP
• Not successful every time.
• What does it mean to own a position in t
he mind?
• The brand name becomes a surrogate or
substitute for the generic name.
• What gets driven into the mind is not the
product at all but the "name" of the prod
uct.
• Essence of positioning -
to make your brand name stand for the gen
eric.

43. REVERSE LINE EXTENSION
• “Broadening the base“
• Some products need heavy levels of advertisin
g to keep the idea of the brand alive in the mi
nd
Same product, same package, same l
abel. Only the application has chang
ed.

44. WHEN LINE EXTENSION CAN WORK
• Short Term Advantages
• Because the line extension name is related to the original name,
it achieves an instant flash of understanding.
• Generates an instant flash of sales.
• Long Term Disadvantages
• Easy come, easy go.
• Line-extension names are forgettable because they have no independent position in the mind.
• The Shopping List Test (Kleenex, Crest, Listerine, Life Savers, Bayer and Dial)
• The Bartender Test

45. • A Name Is a Rubber Band - It will stretch, but not beyond a certain point.
• The more you stretch a name, the weaker it becomes.
• Line extension a "trap," not a mistake. It can work:
• If your competitors are foolish.
• If your volume is small.
• If you have no competitors.
• If you don't expect to build a position in the prospect's mind.
• If you don't do any advertising.

46. RULES OF THE ROAD
1. Expected volume: Potential winners should not bear the house name. Small
volume products should.
2. Competition: In a vacuum, the brand should not bear the house name. In a crowded field,
it should.
3. Advertising support: Big budget brands should not bear the house name. Small
budget brands should.
4. Significance: Breakthrough products should not bear the house name. Commodity produ
cts such as chemicals should.
5. Distribution: Off the
shelf items should not bear the house name. Items sold by sales reps should.

47. How to win the
Battle for the
Mind
It begins with the Name
Can we sum up our Position in one Single concept
Make mistakes : Avoid Line extension & broaden the base
Johnson & Johnson
Work Hard, Have Fun, Make History
Flying in the face of ordinary

48. Contoso
S u i t e s
A big company with a big reputation usually cannot
compete successfully with a smaller company with a
well-defined Position
But the best positioning ideas are so simple and
obvious that most people overlook them.
Think out of your self.
Faith in others and their ideas.
48
Brian Acton and Jan
Koum founded
WhatsApp in 2009

49. Contoso
S u i t e s
Steps to
Success
Language is the currency of
the Mind
49
Start with the mind of the prospect
Spend on research
Look at the bigger picture
Cannot appeal to everyone

50. Contoso
S u i t e s
Playing the positioning game.
• You must be careful of change.
• You must understand people
• You need patience & willingness
• Simplicity
• You need vision
• Better Strategy wins
You must understand People
you need a vision
Right Direction
Words are triggers. They
influence the thinking process.
50

51. Contoso
S u i t e s
Our Promise
.
51