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Brand Positioning

This document discusses brand positioning and provides definitions and concepts related to positioning a brand. It defines positioning as designing an offering and image to occupy a distinctive place in the mind of the target market. It also discusses rules of positioning including relevance, clarity and coherence. The document outlines challenges in positioning and various positioning strategies such as quality, value, benefit and competitor-based positioning. It concludes with discussing the concepts of repositioning and positioning differently.

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Yash Pratap Singh
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169 views20 pages

Brand Positioning

This document discusses brand positioning and provides definitions and concepts related to positioning a brand. It defines positioning as designing an offering and image to occupy a distinctive place in the mind of the target market. It also discusses rules of positioning including relevance, clarity and coherence. The document outlines challenges in positioning and various positioning strategies such as quality, value, benefit and competitor-based positioning. It concludes with discussing the concepts of repositioning and positioning differently.

Uploaded by

Yash Pratap Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Brand

Positioning
Raj Ranjan
Rishabh Singh
Father of positioning concept

January 31, 1935 – June 4, 2017


Died at age of 82 years
What is positioning

 Positioning is the act of designing the company’s offering


and image to occupy a distinctive place in the mind of the
target market.

 Brand positioning refers to the art and science of fitting the


product of service to one or more segments of the
broad market in such a way as to set it meaningfully apart
from the competition.
 A strong brand positioning means that the brand
has a unique, credible and sustainable position in
the mind of the consumer.
 It stands for that one benefits that your provides
apart from your competition.
Rules of Positioning

 Relevance: Positioning of brands must focus on benefits


that are important to people or reflect the character of
the product.
 Clarity: Brand should be positioned in such a way that it is
easy to communicate.
 Coherence: A brand should speak with one voice through
all the elements of the marketing mix.
 Courage: Adopting a strong brand position requires
courage as it is much easier to defend an appeal rather
than generate sales pitch.
Major challenges in positioning
Strategies for positioning
Quality Positioning
Value Positioning
Benefit Positioning
Based on demographic
Positioning by Competitor
Cultural symbol positioning
The 3c’s Model of Positioning
Brand positioning co-determine
Brand Re-Positioning

 Repositioning is the process of creating a new or


modified brand, company or product position.
 A company may enhance or modify a position, based
on market feedback.
Positioning Differently
Thank you

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