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Effective Brand
Positioning
How is it
done?
Doing it the Classical Way,
Set a Competitive
Frame of Reference
Know who you are going to
Mess around with
Or
For that, Identify them.
And Analyse your Competitors
Secondly,
Find Optimal Points of Difference (POD)
and Points of parity (POP)
To be more clear,
And Finally,
Design a Brand Mantra
That is
Simple but
can Communicate and
yet Inspiring.
Alternative Approaches :
Cultural Branding
Brand Journalism
Brand Narratives and Story telling
Straddle Positioning:
A company will be able to straddle two frames of reference of with
one set of
points-of-difference and
points-of-parity.
Tools Used for Positioning:
Perceptual Maps:
Bull’s-Eye:
1.Set a Competitive frame of reference.
Sensodyne carved out a profitable share with the idea of toothpastes for Sensitive teeth in the oral care market dominated by
Colgate-palmolive
Recap with Notable Examples:
2.Finding Optimal POD and POP
Savlon came up with ‘no-sting’ property against Dettol
3.Design a Brand Mantra
Although Nike’s internal brand mantra was authentic athletic performanceBut it’s external slogan was ‘JUST DO IT’.
Straddle Positioning
Subway positioned itself as offering healthy, good tasting sandwichesThus creating POP on taste and POD on health w.r.t McDonald’sAnd a POP on health and POD on taste w.r.t Health food restaurants.
Whether You Follow the Classical Strategy or not,
Make
Your Firm
Stand Out !
Created by Sadhique K Kunhahamed, IIITD&M-K, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Thank You
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