DEVELOPING AND ESTABLISHING AN EFFETIVE

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.

HOW TO DETERMINE POSITIONING?

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

2.Identifying optimal points of parity and points of difference

V/S

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

Nike has a rich set of association's with customers, based on its innovative product designs, its sponsorships, advertising

ESTABLISHING BRAND POSITIONING

After determining the brand positioning, marketers should communicate it to everyone in the organization so it guides their words and actions.

One way to do brand-positioning is by…

Alternative Approach to Positioning

1.Brand Narratives and Storytelling 2.Brand Journalism 3.Cultural Branding

1 Definition of positioning 2 Methods to determine positioning 3 Establishing brand positioning 4 Alternative approach to positioning 5 Positioning and branding a small business

RECAP

Created by Bhaskar Bora, NIT Silchar, during an internship by Prof. Sameer

Mathur, IIM Lucknow.www.IIMInternship.com

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