Presented in Advance Brand Management Class at Institute of Business Administration Karachi

1. BRAND
POSITIONING
Junaid Bhuri
Mohsin Ali
Muhammad Hassan
Mustafa Zaheer
Shalim J Reuben

2. INTRODUCTION

4. Each brand claims superiority
■ the cleanest, the freshest, the purest, the healthiest, most natural, most
environmentally sensitive, most socially conscious, most fashionable.
For a consumer, the choice will depend on how strongly the consumer perceives the brand
offers the best solution to her needs.
For a consumer, the choice will depend on how strongly the consumer
perceives the brand offers the best solution to her needs.
■ Is she a mother who cares about her children’s health?
■ Is she a hostess throwing an important dinner party?
■ Is she preparing for surviving a natural disaster?
■ Is she a concerned about global warming and climate change effects?

7. What is BRAND POSITIONING?
■ Positioning is not what you do to a product. Positioning is what you do to the mind of a
prospect.
■ How consumers catalog, classify and remember a brand.
■ Brand’s relative location in the mental map of a consumer against its competitor’s location as a
possible solution to consumer’s problems.
■ No such thing as commodity product.
■ Create a value proposition

8. Crafting a positioning statement.
– Strategic in nature
– Developed for internal managerial audiences.
– Starting point for developing marketing messages.
1. ForWhom, for when, for where?
Examples
■ ForWhom? Mothers concerned about their children’s health,
■ ForWhen?When you need to decorate the table,
■ ForWhere?When you are on the go.

9. 2. What value?
■ Economic value (tangible monetary savings)
■ Functional value (buying a laptop or a mobile phone)
■ Experiential value (intangible psychological and emotional value)
■ Social value (Facebook)

10. 3. Why and how?
Evidence to believe brand’s claim, logical argument, scientific
data, consumer testimonials, expert endorsement, product
demonstrations and experiments etc.
4. Relative to whom?
Brand in relation to the competition or alternatives that
consumer may consider.

11. ■ Four Components of Positioning Statement
For (target market), Brand X is the only brand among all (competitive set) that (unique value
claim) because (reasons to believe)
For (individuals looking for a quick-service restaurant with an exceptional customer
experience), (McDonald’s) is a leader in the (fast-food industry), (with its friendly
service and consistency across thousands of convenient locations). McDonald's'
dedication to improving operations and customer satisfaction sets it apart from other
fast-food restaurants.

12. ■ USP
- A single purpose, a single theme
(choose what most likely to resonate
with the customer)
- A specific, unique and superior reason
to purchase a product.
- Superior benefit should be something
that competitor cannot copy easily.
- Rational or emotional appeal

13. -THE 3 C’S
THREE SIGNIFICANT TOOLS THAT ARE ADAPTED BY BRAND MANAGERS TO
ACHIEVE EFFECTIVE POSITIONING OBJECTIVE AND STRENGTHEN THEIR
PRODUCT’S SINGLE MOST IMPORTANT CLAIM.
CUSTOMER
COMPETITION
COMPANY

14. CONSUMER ANALYSIS
SEEK VALUE CLAIMS THAT ARE RELEVANT, RESONANT AND REALISTIC TO
CREATE A BONDING WITH THE CONSUMER.
BRAND RELEVANCE:
ADDRESSING FUNDAMENTAL NEEDS AND THEIR EXPECTATION OF JOB FULFILLMENT BY A
PRODUCT/SERVICE
RELEVANT VALUE CLAIMS CATERS CONSUMERS NEEDS
EXAMPLE “HIRING MILKSHAKES FOR BREAKFAST”
CLEARLY SPECIFY A TARGET MARKET IN THE POSITIONING STATEMENT AND ALIGNING THE VALUE
CLAIM WITH THE SPECIFIC NEEDS OF THAT TARGET MARKET.
BRAND RELEVANCE IS A COMPANY'S ABILITY TO CONNECT WITH PEOPLE'S EMOTIONS AND
BECOME PERSONALLY RELEVANT TO THEM. ...
EXAMPLE “AIR BNB” “BELONG ANYWHERE”

16. BRAND RESONANCE:
• BRAND RESONANCE REFERS TO THE NATURE OF THE RELATIONSHIP THAT
CUSTOMERS HAVE WITH THE BRAND AND THE EXTENT TO WHICH THEY FEEL
THAT THEY ARE “IN SYNCH” WITH THE BRANDS” (KELLER, 2001) (KELLER, 2008).
“BRAND RESONANCE CAN BE DEFINED AS HOW WELL YOU CONNECT WITH YOUR
CUSTOMER BOTH FORMALLY. AND CASUALLY.
• STRONG VALUE CLAIMS SHOULD RESONATE WITH CONSUMERS, PROVIDING
THEM WITH A NARRATIVE THAT FEELS PERSONALLY MEANINGFUL.
• CLAIMS CAN BE MADE AT THREE LEVELS ; ATTRIBUTE-BASED CLAIMS (WHAT’S IN
IT?), BENEFIT-BASED CLAIMS(WHAT’S IN IT FOR ME?) AND VALUE-BASED
CLAIMS(WHY IS IT IMPORTANT TO ME?)

18. REALISTIC:
• FINALLY, STRONG VALUE CLAIMS SHOULD BE REALISTIC.
• TOO GOOD TO BE TRUE, UNLIKELY TO PERSUADE CONSUMER TO BUY
• OFFERING SPECIFIC EVIDENCE TO SUPPORT A CLAIM PROVIDES CONSUMERS
WITH REASONS TO BELIEVE IT.
• EXAMPLE BRITE , SUNRIDGE ATA, DALDA KALONJI OIL
• FOR BENEFITS- OR VALUES-BASED CLAIMS, SOMETIMES EMOTIONAL OR SOCIAL
EVIDENCE IS MORE EFFECTIVE THAN HARD, SCIENTIFIC EVIDENCE.
• EXAMPLE DETTOL SOAP “PROTECTS FROM 100 ILLNESS CAUSING GERMS”

21. COMPETITIVE
ANALYSIS
To standout in a competitive
environment, your brand positioning
should be:
Distinctive,
Defensible,
Durable.

22.  You do not merely want to be considered just the best of the best. You want to be
considered the only ones who do what you do
 Try focusing on offering some sort of Unique Attributes to be distinctive
Product or Services usually contain some attributes:
Unique Attributes,
Shared Attributes and
Irrelevant Attributes

23.  Vertical Positioning:
Highlights attributes that
are shared among brands
but stresses a particular
brand’s superior
performance on those
attributes using words
such as smaller, faster,
cheaper first, premier,
best… etc.
 Horizontal Positioning:
Involves adding new
attributes, benefits, or
values to attract customers
using words such as
natural, safe…. etc.
Two Strategies:
• Vertical Positioning
• Horizontal Positioning

25.  Perceptual Mapping:
A visual image of consumer mental landscapes, where he
places the brand, among others.
Perceptual Mapping

26.  You need to think which competitors must be overcome, what resources needed to
compete and how much to keep holding the competing position.
 Patents & Trademarks can increase the defensibility of a brand
Brands can stake defensible claims by being first to be positioned in a
certain area,
Like claiming “original” , “real”, “only”….

29.  The brand positioning statement should be as such that can provide continuity to
brand over extended periods of time.
 A brand will only survive in the long term if it can demonstrate its relevance
about the latest changing needs of a market, which is in a state of constant
evolution
Recognizing the speed of cultural change, other
companies adjust positioning strategies more frequently

30. Like Dettol, its positioning is still
antibacterial and its working

32. Company Analysis
Allows manager to identify VALUE CLAIMS
that are
to the company.
• Feasible
• Favorable
• Faithful

33. IS IT FEASIBLE ?
Managers should assess
the feasibility of various
position statements to
determine which ones the
company actually deliver in
its everyday practice

34. IS IT FEASIBLE ?
• Every marketing decision
across these 4Ps must
reinforce the position.
• At every customer touch
point and during every
customer interaction the
positioning statement
must be consistently
reliably delivered.

35. IS IT FEASIBLE ?
• If you claim to be
green then make sure
you live up to it.
• Brands like SEVENTH
GENERATION must
assure their meet
environmental goals

36. IS IT Favorable ?
• Managers should also
evaluate which positioning is
relatively more favorable
and would capture more
value in the market place.
• There has to be a direct link
in what it says and what it
does in order to anchor in
the mind of the customer

37. IS IT Favorable ?
Living a particular positioning
may require
• Operational Changes
• Organizational Culture Changes
• Staff retraining
• Investing in new areas
This may add up to cost but it also allow
companies to charge premium.

38. IS IT Favorable ?
Positions that are highly
differentiated generally
generate higher price
premiums than those
that allow the product to
be perceived as a
commodity.

39. IS IT Favorable ?
B2B Vs B2C positioning
Strategy
• When dealing with
large customers,
companies have to
offer profit eroding
volume discounts

40. Being Faithful
An authentic brand
demonstrates
genuineness in the
brand’s claimed position;
its messaging, assertions
and behaviors are all
supportive and aligned.

41. Eileen Fisher
No high heels, No Red lipstick & no Fancy Girls

42. Being Faithful
In the world of social
media customers are
quick to call out
hypocritical companies
claim, one thing in
advertisement but do
another in practice.

43. Being Faithful
In today’s world brand’s
position is co-created by
owner, customers and
other cultural influences
working together to
differentiate a brand
from its competitors

44. Brand Repositioning - Market Change& Unanticipated Event Occur
20th Century– Themes of Health,Economy,Free-Spirited & Patriotism
Challenged By Coke in 70’s & War Begins
PEPSITasteChallengebrandstrategymakethembestsellingSoftDrinksinUS

45. In 1985, PEPSI Repositioned itself along a popular culture theme – Featuring Michael Jackson
1985 Pepsi Commercial - The Choice of a New Generation -
Michael Jackson – YouTube

46. In 21st Century,PEPSI Repositionedas ColawithSocial Consciencedue to DecreaseSoda Consumption drive & later
repositionedagain with in a year with Refresh Project & later POP cultureFocused Theme
Repositioning
"EVERY
GENERATION
REFRESHES
THE
WORLD,
NOW
ITS
YOUR
TURN

47. BP’s Positioning
Crises
Ø Environmentally friendly
petroleum company
Ø - Logo "Green sun"- Website
"The Green Curve"-
Ø Brand's primary value -
environmental concerns

48. BP’s Repositioning
Ø Repositioned around brand
values related to safety, respect,
excellence, courage, and the
human energy that its people
bring to its services.

49. BALANCING CONSISTENCY AND CHANGE
• Brand repositioning—changing the position of a brand in the minds of consumers vis-à-vis its competitors.
•Four components of the positioning statement :
 For whom, for when, for where?
•Changing the target market,
•Expanding the usage situation,
•Finding new places where consumers
can purchase or consume the product.
 What value?
• Adding new value claims to resonate
with changing consumer needs.
• Must not conflict with or undermine
the brand’s existing meaning,
but rather build on it.
 Why and how?
• Yield improved products and
services.
• Inclusion of a new ingredient or
upgraded feature.
 Relative to whom?
• Comparing the product or
service to a new set of competitors.
• Redefine the playing field.

50. Key Notes

51. The real key success to successful Brand positioning is
to find ways to seamlessly fit into consumer’s lives ,
rather than conquer their minds

52. Its Less about
Planting a flag and
more about paying
attention ,
perceiving and
persuading

53. It is less about company
and what it want to
achieve and more about
the product and its
features and more how
the various aspects of the
products or service
enhance the daily lives of
the consumers

54. Marketers developstrongbrandpositions by looking outward
by–
Ø Understanding consumers so deeply Which brand features
features support values that consumers hold dear
Ø Understand competitors and identify the possibilities they
have undeveloped – Gaps to be filled
Ø Understanding product technologies at their disposal to
create competitive advantage & how far company
employees can go to deliver a differentiated experience.

55. ■ Positioning Differently
■ Reverse Positioning
When brand change the offering and offer its consumer
a little less, and at the same time something more in
their positioning.
Eg, Jet Air
■ Breakaway Positioning
When brands find themselves stuck in low opportunity
product categories, breakaway provides a way to
escape by leaping into a new category.
Eg. Swatch
■ Stealth positioning.
Allows the brands to conceal true nature of their
products by associating them with a different category.
Eg. AIBO robot