In this lecture, students will how a brand makes its position in the market and what strategy can a marketer adopt to create a brand name.

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Brand positioning strategy

2. Meaning
 Brand positioning is defined as the conceptual place you want to own in the
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target consumer’s mind — the benefits you want them to think of when they
think of your brand.
 An effective brand positioning strategy will maximize customer relevancy and
competitive distinctiveness, in maximizing brand value.
 Define desired brand knowledge structure
 Points of parity
• Category
• Competitive
 Points of difference
• Strong, favorable & unique brand associations

3. Objectives
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 Relevance : it is the key customers must find the brand more appealing vs.
competitive offerings
 Differentiation : The brand must be unique vs. competitive offerings
 Credible and attainable : it is the final measure. If you cannot credibly
provide the offering, the customer is left with an empty promise

4. Components
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 Category frame of reference : What is the competitive context? With
which product category should the brand be associated?
 Definition of target market : Who is the brand being built for i.e. the centre
of the targeting bulls-eye?
 Statement of the key point of difference : What benefits should the brand
stand for and deliver on?
 Reason to believe : What proof points need to be demonstrated?

5. Characteristics
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 Unique Benefits : What benefits does a customer gain from buying your
product or services?
 It's not enough to develop a generic benefits list that all of your competitors
offer.What unique benefits do you offer?
 This takes research as well as prospective customers.
 Your brand positioning strategy has to revolve around your customers, and
what they will benefit from a relationship with your business.
 Otherwise, they'll go to the competition, where they perceive they can get
the most for their money.

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 Quality Products or Services : The Internet has made it easy for customers
to get low prices, and harder for you as a home based business owner to beat
larger competitors.
 However, you can still occupy a higher position over large service firms and
product stores by building a brand image that highlights quality products or
services.
 For example, if you're a freelancer, you may not be able to compete on price
with freelancers from other countries.
 However, if you're known as a freelancer who offers quality services, you'll
gain a higher brand position than low-priced competitors.
 You might even be able to charge higher prices for higher quality services,
and the higher price may help build that perception that you're offering
quality, whereas your competitors are not.

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 Problem Solver : A brand positioning strategy that works well, especially
during hard economic times, is positioning yourself as a problem-solver.
 Customers will associate your ability to problem-solve with your ability to
save them time, money and pain, which will keep them with you and not the
competition.
 When you use these major characteristics of a brand position strategy, you
can improve sales and your financial bottom line.
 If you don't take the time to work on a strategy, your business won't do as
well, and your marketing efforts will be counter-productive.

8. Examples of Brand positioning
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 Based on size :

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 Based on shape
 Based on low price

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 Based on high price :

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 Based on athletic approach
 Based on cultural symbols

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Thank you