Brand Positioning & Values
Brand Positioning & Values
Brand Positioning & Values
Values
Positioning
Identifying optimal location of a brand and
its competitors in the mind of consumers
or a market segment to maximize potential
benefit to the firm
“Location” of the product is such that the
consumers/market segments think about
the product/service in the desired way
Basic Concepts
Death of “one-size-fits-all”
Mass production >> Mass customization
“act of designing the company’s offer and
image so that it occupies a distinct and valued
space in the target customer’s mind
Key steps:
Who is the target customer?
Who are the main competitors?
How is the brand similar to the competition?
How is the brand different from the competition?
Target Market
Market – set of actual and potential buyers – motivation, ability
and opportunity to buy your product
Market segmentation – Dividing into Homogenous consumer
groups
Customization vs. Cost tradeoff – is “Mera wala green”
profitable
Segmentation base:
Descriptive – Customer Oriented (who is the customer?)
Behavioral – Product oriented (customer’s product usage)
Segmentation Approaches
“Market Facts” a research company has
developed a conversion model to measure
strength of the psychological commitment
between brands and the consumers
openness to change.
Segmentation Approaches
This model segments users into-
1. Desirability Criteria
Relevance
Distinct
Believable
2. Deliverability Criteria
Feasible
Communicable
Sustainable
Points of Parity
1. Category POP- necessary for a credible
offering –
Banks must have different saving options. ATMs,
lockers etc.
Creams must moisturize and keep skin soft – gentle,
protective, caring
Abstract values
Motivations
Benefits
Attributes
Brand Mantras
Short 3-5 word phrases that capture the essence & spirit
of brand positioning & values
Expression of “Heart and soul” of brand
Creates a mental filter to screen out inappropriate
marketing activities
Communicate the category and boundaries
Simplify.. & make brand memorable
Inspire – stand out with a higher meaning
3 Aspects –
1. Emotional Modifier
2. Descriptive Modifier
3. Brand function
Brand Mantras- 3 Aspects
Emotional Descriptive Brand
Modifier Modifier Functions