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1. Brand Identity
Positioning
Your C ompany N ame

2. Content
2
Brand Positioning - Introduction
Brand Positioning Model
Positioning Strategy
Establish Brand Positioning
Brand Positioning Framework
Brand Positioning Statement
Brand Repositioning
Brand Positioning Worksheet
Brand Positioning Chart
Brand Communication

3. Brand Positioning
3
How the
brand makes
me look
What the
product
does for me
How I would
describe the
product
How the
brand makes
me feel
Brand
Personality
Text
Here
Symbols
Facts
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audience’s attention.
You can decide on
the basis of below
mentioned
parameters how
you want to
position the brand
in the minds of the
target audience
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4. Positioning
Strategy
4
Clear Positioning
How you are different from the competitors
Key Message
Core message which is to be communicated to the consumers
Touch Points
Things that remind the buyers of why the brand serves them
(Logos, online & offline marketing, colors)
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5. 5
Establish Brand Positioning (Option 1 of 2)
Company & Product Target Customers Key Benefits Price Value Proposition
Quality conscious
consumers of chicken
Tenderness 10% premium
Better chicken at
moderate prices
Safety- conscious
upscale families
Durability & safety 20% premium
Safest most durable
wagon
Convenience- minded
pizza lovers
Delivery speed & good
quality
15% premium
Good pizza delivered
promptly at your doorstep
with moderate prices
Evaluating the
product on the basis
of commonly used
parameters which
can be altered as per
customer
requirements
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6. 6
Establish Brand Positioning (Option 2 of 2)
Company & Product
Target
Customers
Quality conscious consumers of
chicken
Safety- conscious
upscale families
Convenience- minded pizza
lovers
Key Benefits Tenderness Durability & safety Delivery speed & good quality
Price 10% premium 20% premium 15% premium
Value
Proposition
Better chicken at moderate
prices Safest most durable wagon
Good pizza delivered promptly at
your doorstep with moderate
prices
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Evaluating the
product on the basis
of commonly used
parameters which
can be altered as per
customer
requirements

7. 7
Brand Positioning Framework
Risky
What
you have to offer
What
customers
want
What
competition
has to give
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Ideal Positioning
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Competitor Positioning
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Don’t even think about this
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Brand Positioning Model
Why Who How What Where/When
Purpose
Why your organization
does what it does as a
driver of Awareness,
Consideration, Preference
and Advocacy
Who you and your people
are as a driver of
Awareness,
Consideration, Preference
and Advocacy
Values
How your organization
does what it does as a
driver of Awareness,
Consideration, Preference
and Advocacy
Process
What your organization
does what it does as a
driver of Awareness,
Consideration, Preference
and Advocacy
Product/Service
Where and/or When your
organization does what it
does as a driver of
Awareness, Consideration,
Preference and Advocacy
Infrastructure
More Emotional and Intangible More Rational and Tangible

9. 9
Market Definition
Brand PromiseReasons to Believe
Target Customer

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Brand Positioning Worksheet
Industry Analysis
For Target customers
Who Statement of need opportunity
Product Product or service
Because Statement of benefit
Competitor Analysis
Top 5 Brands EST. Sales
Points of
Differentiation
Perceived
Quality
Pricing
Value
Proposition
Core Brand
Message
EST.
Marketing
Budget
You Brand
Competitor #1
Competitor #2
Competitor #3
Competitor #4

11. A B
C
DE
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Brand Positioning Chart
A Own Product
B Competitor B
C Competitor C
D Competitor D
E Competitor E
Quality
Value Proposition
Move the circles
and the text boxes
as per your
company’s product
quality and value
proposition

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Brand Communication
Affordable
Variety
Latest Technology
Durability
Authenticity
Moderate Prices
Easily Available
Quality
Personal Service
Customer Value
Accessible
Convenient
Choose the
attributes you want
the brand to
communicate to
the target
audience

13. 13
You can reposition
the Brand in the
market on the
basis of any of the
ways mentioned
in this slide
Segment
Oriented
Celebrity
Oriented
Symbolism
Oriented
Up-market
Technology
Niche-
Oriented
Change of Image
Oriented
Value
Oriented

14. Brand Repositioning (Option 2 of 2)
14
You can reposition
the Brand in the
market on the
basis of any of the
ways mentioned
in this slide
Celebrity Oriented
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Up-market Technology
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capture your audience's attention.
Symbolism Oriented
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capture your audience's attention.
Niche-Oriented
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Change of Image Oriented
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Segment Oriented
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Value Oriented
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15. 15

16. 16

17. 17
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18. Name
Designation
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Name
Designation
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Name
Designation
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Name
Designation
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Meet Our Team
18

19. 19
Timeline
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2016
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2018
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2015
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2017
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2019
START FINISH

20. 20
Financial
Test Here
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$459
Text Here
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$559
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Strength
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Weakness
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Opportunities
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Threat
SWOT
21

22. 22
Mind Map
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23. 23
Puzzle
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24. Venn
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24

25. Thank
You
25
Address
# Street Number, City, State
Contact Number
0123456789
Email Address
Emailaddress@123gmail.Com