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Brand positioning ppt (2)
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Brand positioning ppt (2)
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“ A name,
term, sign, symbol, design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” - American Marketing Association
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IDENTIFICATION OF THE SOURCE
OR THE MAKER OF THE PRODUCT.
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VALUABLE FUNCTIONS FOR FIRMS.
10.
TO SECURE A
COMPETITIVE ADVANTAGE.
11.
BETTER EARNING AND PROFIT PERFORMANCE.
12.
PHYSICAL GOOD SERVICES A STORE A PERSON A PLACE AN ORGANIZATION AN IDEA
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A PERSON( SHAHRUKH KHAN, AMIR KHAN) AN IDEA (FAMILY PLANNING, BLOOD DONATION) AN ORGANIZATION( BRILA GROUP, UNICEF etc.)
18.
19.
IF WE’RE GOING
TO LEARN POSITIONING IT IS NECESSARY TO KNOW ABOUT TWO MARKET GURUS……
20.
21.
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23.
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Rule of thumb: when we talk about competitor the new term comes in- DIFFERENTIATION
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Positioning is… VS
26.
Take an example
of mobile phone…. RELIABLE STYLISH BUSINESS HI-TECH CLASS
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RELIABLE
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HI-TECH APPLE IPHONE
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STYLISH SONY MOBILES
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BUSINESS CLASS
BLACKBERRY
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The easy way to get in to a person’s mind is to be first. Example : xerox, maggi, The Hindu Newspaper
34.
The basic approach is not to create something new or different, but manipulate what’s already in the mind of consumer… Example: fair & lovely
35.
I wish to
marry to a handsome man keY inSighT…
36.
37.
Conventional logic says you find concept inside product. “Not true” Its about looking inside the prospect’s mind
38.
sprite You won’t find an uncola idea in It inside cola drinker’s head
39.
The Brand name
Why???
40.
41.
Simple
Eg. Lux, Tajmahal Meaningful Eg. Close up, fair & lovely
42.
Likeable Eg. Bingo,
Nano, Scorpio etc. Global Eg. Tajmahal, amazon.com Protectable Eg. Xerox, maggi etc.