Brand Management

Session 6: Step 4 of Brand Building: Positioning

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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VISION, MISSION AND VALUES

Before you 'Position' your BRAND, define what your COMPANY should be

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Vision

§  Where do you want to go ... ! Define your long-term aspirations ! Usually very all-encompassing

§  Challenge is to differentiate ! Explain why you’re doing what you’re doing ! And the ultimate good you want to achieve through your

success

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Mission

§  How do you want to go there (to the Vision) ! Steps / actions that will take you to your vision ! Usually specific, functional

§  Challenge is to focus ! Not everything that you want should be here - shorten them ! Can you make them SMART when breaking down?

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Values §  Tool: what your company brand ‘means’ and what it ‘is’ §  Your brand means

! … ! … ! …

§  Your brand is ! … ! … ! …

§  Now, do it for your competition (at least 2 closest ones)

§  Tips: ! We respond to the best brands because they capture some

aspect of our humanity and reflect back to us

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'POSITIONING' YOUR BRAND What your brand stands for

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Brand Position Statement

§  Brand Name

§  Brand Consumer Benefit

§  Brand Personality

§  Product / Range / Description

§  Major Competitors

§  Target Consumers

§  Reasons to Believe the Benefit

§  Packaging

§  Advertising Property

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The crux is …

What is the single, most compelling PURPOSE for your Brand?

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A Car is a Car … or is it?

Car Brands

§  Mercedes

§  BMW

§  Volvo

§  Toyota

What comes to your mind?

§  Prestige / Status

§  Power

§  Safety

§  Value for money

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The Cornerstone

§  The brand positioning statement is the single most important item in all of marketing.

§  It defines EVERYTHING about what your brand is to the consumer.

§  This is the most important thing I’ll teach you !  It’ll also help you in any function of your job ! This’ll help you bring ruthless focus in your life

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All Elements

§  Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing….

§  All work in unison to the beat of the brand positioning statement.

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Four Elements

§  Target Audience

§  Category

§  Compelling benefit

§  Reason to Believe (Kitchen Logic)

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Outline of a Brand Positioning Statement

§  <brand name> is a <product description> that helps <target customers> to fulfill their need of <need> because it has <reason to believe>

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Evaluate your Brand Positioning Statement

§  Criteria for Evaluation !  Is it memorable? ! Does it focus on the core consumers? ! What picture does it portray in your mind – does that

picture stand out from rest of the competition? ! Does it enable the brand to grow? ! Can it sustain for next 5 years? ! Does this serve as a filter for making decisions about the

brand?

§  Tips: ! Follow the grammar, but be flexible ! Leave it, review it at a later date

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WASHING AGENTS Positioning across Category

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Dow Brand Positioning Statement For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!

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Positioning Concepts §  Functional Positioning

! Solve Problems ! Provide benefits to customers ! Get favorable perception by investors and lenders

§  Symbolic Positioning ! Self-image enhancement ! Ego identification ! Belongingness and social meaningfulness ! Affective fulfillment

§  Experiential Positioning ! Provide sensory stimulation ! Provide cognitive stimulation

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FUNCTIONAL POSITIONING Toothpaste Category

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Crest Whitesrips Brand Positioning Statement For consumers ages 16-35, Crest Whitestrips whiten teeth five times better than the leading paint-on whitening gel. Thats because Crest’s gel-coated strips hold the peroxide on teeth longer, to whiten stains below the tooth surface.

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SYMBOLIC POSITIONING Positioning … more …

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The AXE Effect §  First launched in France in 1983 §  The ‘effect’ is supposed to draw

women in hordes to any male who has sprayed himself liberally with the Axe Deo !  Ads are slick !  Shows hordes of women – almost like

out of James Bond movies – get irresistibly drawn to a man

!  The man is a normal, non-Greek-God, man BUT with (axe powered) self-confidence

§  TG (Demographic): Male, 15-25 years, middle + upper middle

§  Brand is normal yet cool, trendy and confident

§  Axe comes as a confidante, being a partner / friend

§  “This world can only be divided in two parts: guys, and gals, and nothing else! Axe helps the guys stay ahead in the mating game”

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NOW IT’S YOUR TURN

1.  Draft a Brand Positioning Statement For (a)  BRAC Bank (b)  Any competition bank with ‘consumer’ banking (Local)