The document discusses brand positioning and establishing a frame of reference for consumers. It emphasizes that the frame needs to be tailored according to the product lifecycle. For new brands, an established brand in the same category can provide an initial frame. The brand also needs to meet consumers' expectations for the frame by leveraging points of parity. Other aspects discussed include determining a brand's identity through its vision, mission, essence and personality. Strong points of difference within the frame can help create compelling brand associations. The positioning should avoid contradictory ideas.

4. HAVE WE ESTABLISHED A
FRAME?

5. BRAND POSITIONING STARTS WITH ESTABLISHING A FRAME
OF REFERENCE, WHICH SIGNALS TO CONSUMERS THE GOAL
THEY CAN EXPECT TO ACHIEVE BY USING A BRAND. IN SOME
CASES, THE FRAME OF REFERENCE IS OTHER BRANDS IN THE
SAME CATEGORY.

6. SOFT
DRINK

7. CHANGING FRAME
FRAME OF REFERENCE NEEDS
TO BE CHANGED ACCORDING TO
LIFE CYCLE OF PRODUCT

8. C
OVERNIGHT
DELIVERY AS
A FRAME OF
REFERENCE
AT
INTRODUCTARY
STAGE

9. NOW IT’S FRAME
OF REFERENCE IS
SECURITY AND
CONFIDENTALITY

10. ARE WE LEVERAGING OUR POINTS
OF PARITY?

11. ONCE YOU’VE CHOSEN AN INITIAL
FRAME OF REFERENCE, THINK
THROUGH THE POINTS OF PARITY
THAT MUST BE MET IF CONSUMERS ARE
TO PERCEIVE YOUR PRODUCT AS A
LEGITIMATE AND CREDIBLE PLAYER
WITHIN THAT FRAME?

12. NEW BRANDS

13. BRAND
EXTENSION

15. ESTABLISHED BRAND
NO LONGER
ONLY RAZOR
WITH THREE
BLADES AND
COMFORTABLE
SHAVING

16. DETERMINE WHERE
YOUR COMPANY SITS IN
THE MARKET

18. HOW TO DETERMINE
YOUR CORPORATE
BRAND IDENTITY ?

19. VISION
STATEMENT

20. WHAT ARE YOUR MOST IMPORTANT
PRODUCTS AND SERVICES?
WHAT PRODUCTS AND SERVICES
WILL YOU NEVER OFFER?
WHAT IS UNIQUE ABOUT DOING
BUSINESS WITH YOUR BRAND?
HOW WOULD YOUR CUSTOMERS
DESCRIBE YOUR BRAND?
WHERE DO YOU WANT YOUR
COMPANY TO BE IN FIVE YEARS?

21. MISSION
STATEMENT

22. WHAT ARE THE SPECIFIC
MARKET NEEDS THE COMPANY
EXISTS TO ADDRESS?
WHAT DOES THE COMPANY DO
TO ADDRESS THESE NEEDS?
WHAT ARE THE GUIDING
PRINCIPLES THAT DEFINE THE
COMPANY'S APPROACH?
WHY DO CUSTOMERS BUY FROM
YOU AND NOT YOUR
COMPETITION?

23. ESSENCE

25. PERSONALITY

26. ARE YOU LIGHTHEARTED AND FUN?
ARE YOU SERIOUS AND ALL-BUSINESS?
ARE YOU DOWN-TO-EARTH?
ARE YOU PLAYFUL OR MATTER-OF-FACT?

27. VALUE
PROPOSITION

29. ARE THE POINTS OF
DIFFERENCE
COMPELLING?

30. POINTS OF DIFFERENCE—EVEN
SEEMINGLY CONTRADICTORY ONES—
CAN BE POWERFUL. STRONG,
FAVORABLE, UNIQUE ASSOCIATIONS
THAT DISTINGUISH A BRAND FROM
OTHERS IN THE SAME FRAME OF
REFERENCE ARE FUNDAMENTAL TO
SUCCESSFUL BRAND POSITIONING

31. BRAND PERFORMANCE
ASSOCIATIONS BRAND IMAGERY
ASSOCIATIONS
CONSUMER INSIGHT ASSOCIATIONS.

32. DESIRABLITY

34. DELIVERABILITY

36. PUTTING IT ALL
TOGETHER

37. REMEMBER NOT TO PUT CONTRADICTIVE
IDEAS
EXPENSIVE AND FAIR PRICED
NOT A GOOOD POSITIONING

38. ASK YOURSELF AAGAIN THOSE
THREE QUESTIONS

39. THANK YOU
JEET PAREKH
@JEET_PAREKH
JEET.PAREKH.MIN14@IITBHU.AC.IN
IIT BHU
UNDER GUIDANCE OF PROF SAMEER MATHUR (IIM LUCKNOW)

40. JEET PAREKH
Created by --
Indian Institute of Technology ,
Banaras Hindu University Varanasi
Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b
During an
Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,
Lucknow
(www.IIMintenship.com)