Brand Positioning

How can a firm develop and establish an effective positioning

in the market?

What is Positioning ?

Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

What are the methods to determine positioning?

1.Determining a frame of reference by identifying the target markets and relevant competition

Identifying and Analyzing Competitors

Citigroup knows that Bank of America is a major banking competitor.

2.Identifying the optimal points of parity

and points of difference

3.Creating a brand mantra to summarize the positioning and essence of the brand

Disney adopted an internal brand mantra of “fun family entertainment” to serve as

a screen for proposed ventures.

Establishing Brand Positioning

Once they have determined the brand positioning strategy, marketers should communicate it to everyone in the organization so it guides their words and actions

Constructing a Brand Positioning bull’s eye

Alternative Approaches to Positioning

1.Brand Narratives and Storytelling2.Brand Journalism3.Cultural Branding

Summary

• Definition of positioning• Methods to determine positioning• Establishing Brand Positioning• Alternative Approach to Positioning

"These slides were created by Pushpendra Trivedi, IIT (BHU), during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )"