1. Delivering Value Through Market Differentiation The Brand: The Customer’s Perspective & The Marketer’s Response Sourced from Articles about Brand Building Kapeel Kapoor

6. Aware- ness of Need Exposure to Brand Under- standing of Asso- ciations Under- standing of Price Comparison with other Brands Under- standing of Distinctive- ness Judge- ment of Value Brand Benefits Brand Attributes Brand Properties Time- Stability of Eval- uation Confidence of Evaluation Intensity Of like/ Dislike Action Create Brand Associations Add value through Neutral Pricing Add value through Differential Pricing Extend the Brand Portfolio The Brand: The Customer’s Perspective & The Marketer’s Response

7. Adding Value Through Positioning

9. Construct Cutomer’s Mind map Plot Positioning Of Brands On Mindmap Identify Gaps on The Map Extend Existing Value dimension Create new Value dimension Locate Spots Representing Ideal value combinations Position Brand In Gap How to Add Value Through Positioning Do They Represent Value Is the Dimension relevant? No Yes No Yes Ensure Increase In Customer value

24. The Diagnostic Are you checking the customer’s perception of your brand ? Are you trying to create a unique set of Associations for your brand ? Are you checking whether her Perception matches your intention ? Does your positioning provide distinctive Value to the customer? Are you monitoring encroachment on Your positioning by your competition ? Yes No Yes No Yes No Yes No Yes No