This document discusses brand positioning. It begins by defining what a brand is - a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand identity, image and positioning are explained as how a brand is intended, received and positioned relative to others. It emphasizes that the customer should be at the center of branding. Brand image is the impression formed in a customer's mind. Why branding is important for companies is discussed. Brand positioning represents a brand's "place" in a market segment based on attributes customers value. Various positioning techniques are covered like umbrella positioning and product repositioning. Criteria for evaluating positioning strategy are provided.

1. Marketing Club Instructor

3. By/Amany Sabry
BRAND POSITIONING

5. Does the Term “Brand” Have a Brand Perception Problem?
In the marketing world, we hear the term “brand” all the
time.
 “It’s time to rebrand.”
 “I need a new brand.”
 “I already have a brand.”
But the meaning of the word “brand” varies from person to
person

6. A brand is a Personality, a Name, Term, Sign, Symbol
or Design, or a combination of them, intended to Identify
the goods or services of seller and to Differentiate them
from those of competitors
Definition of Brand by Phillip Kotler:

7. s
Brand Identity, Image And Positioning:
IDENTITY IMAGE POSITION
BRAND AS INTENDED
BRAND AS RECEIVED
OR DECODED
BRAND IN RELATION TO
COMPETITVE BRAND(S)

8.  Customer should be positioned at the center of branding,
so brand defined as a (promise to the customer)
 There is a further brand elements as ,its added
emotional value
Ex; CoCa-Cola has a strong emotional brand
 Another essential aspect of a brand is its image which is
in the mind of the customer inform of pictures, feeling ,
attributes, values & content of brand.

9. It’s the idea formed inside someone’s mind that represents
what sets a product or service apart (the Brand).

10. Why should your company care about its
Brand?
If you already have a logo, you might think you have your
brand—but if you stop there, you’re missing out on a crucial
opportunity to define your competitive advantage in the
marketplace.
Branding is not just designing a visual identity without
Strategy & Positioning, your logo may look nice, but it will fail
to communicate your brand’s differentiating value—the reason
for your customers to choose you above all other competitors.

11. Brand vs Product
 Talc powder
 Fragrance
$ 2.3$ 5.3
walgreensJohnsons’

12. What is in Johnson’s brand?
Perception of
Trust
Memories
High quality
Dependability

13. Relationship
experience
Emotional
benefits
Functional
benefits
Attributes
Brand framework
Brands
sustainable
Product
Knocked-off

14. Website/
Detail Aids
Brand
Positioning
Market
Development
Advertising & Public
Relations
Customer
Service
Co-Branding/
Partnerships
Sales Force
Planning &
Messaging
Product Name
and Identity
Strategic Role
(within Portfolio)
Every decision that is made regarding the Brand should be judged by
how well it supports the Positioning

15. Positioning represents the “Place”
a brand occupies in a market segment.
(a logical reason for why the target
market should buy the product)
It is the act of designing the company’s
offering & image so that they occupy a
meaningful & distinct competitive position
in the target customers’ minds.’
Kotler (1997)
What is Positioning?

16. Positioning Importance
It is necessary to formulate a positioning statement that
is in tune with the promotional objectives.
The positioning concept is a very important strategic
term. It is important to establish a distinct image of a
brand in people's minds that developed mainly because
of increasingly competitive market conditions.
The positioning brings focus and clarity to the
development of marketing strategy and tactics

17. Examples
 Maggi is positioned as an evening snack among the
youth and in young urban mother’s mind – ‘good to
eat, fast to cook and anytime snack’
 Maruti Cars are positioned as Value for Money Cars
 Kellogg’s cereal is positioned as a breakfast food
 7-Up is positioned as an Un-cola drink
 Mountain Dew are positioned as adventure brands
 TRESemme – “Professional Affordable”

18.  Colgate………Protection
 Lux …………..Glamour
 Axe………….Sexual attraction

20. BMW the ultimate driving experience

21. STP
The growing use of STP process as a result of the
prevalence of mature markets, the greater diversity in
customer needs, and the ability to reach specialized or niche
segments.
 As such marketers are increasingly segmenting markets
and identifying attractive segments (i.e. who to focus on and
why?),
In order to identify new product opportunities, develop
suitable positioning and communications strategies (i.e. what
message to communicate), and effectively allocate resources
to key marketing activities (i.e. how much should we spend
and where?).

22. STP
Organizations will often commission segmentation
research when they want to re-scope their marketing
strategy, investigate a declining brand, launch a new product,
or restructure their pricing policy. Ex Birell drink
 Organizations operating in highly dynamic environments
seek to conduct segmentation research at regular
intervals, to keep in touch with changes in the marketplace.

23. Benefits
Awareness
Behavior
Segments

24. Positioning is the final main phase of the overall STP
process Positioning is typically more important in
cluttered and competitive markets, particularly for low-
involvement purchase decisions
(1)a brand for what,
(2) a brand for whom,
(3) a brand for when,
(4) a brand against whom

25. Market
Segmentation
S
Target Market
T
Brand
positioning
P
Identifying
similar
groups of
customers
Identifying
which group
of customers
to aim for
Creating a
concept to
appeal to the
target market
e.g M/F
business
Student aged
18-25, 26-35
, 36-45 , 46+
e.g. female
business
students
26-35
e.g. HE
position as
internally
rewarding &
personal
development
Market
information
Market
decision
Market
decision
Creative
Market
information
Market
Research

26. Key benefits of the STP process include:
Enhancing a company’s competitive position by providing
direction and focus for marketing strategies such as targeted
advertising, new product development,
and brand differentiation.
For example, Coca-Cola identified through market research
that its Diet Coke brand (also marketed as Coca-Cola Lite)
was
regarded as ‘girly’ and ‘feminine’ by male consumers. As a
direct result the company developed a new product, branded
Coke Zero, which is targeted at the health-conscious male
segment of the soft drinks market.

29. Apple Positioning based on demography:
(United States)“Technology so simple that everyone can be a
part of the future”
(Japan) “ Curvy and fashionable, easy and stylish decoration”

30. ‫استرجل‬

31. "Positioning
is not what you do to product ;it is
what you do to the mind of a prospect.
Ries and Trout (1972)

32. How to get in the
mind of consumer ?

33. BY Being 1st

34. The 1st to occupy in
your mind is hard
to be forgotten!!

35. So how to get into the
mind of consumer
1st?

36. By create a new category to get
into the mind 1st
Energy Drink
Category Brand
Red Bull
Ex
It is not the most effective energy drink but was the
1st to be perceived at customers’ mind
=

37. Perceptual Map
Effective
coolness
Red Bull
37.3%
Rock
star
10.7%
Monster
24.5%
AMP
4.2%
5-hour
energy
13.1%

38. Perceptual Map
High health
benefit
High youth brand
awareness

39. Perceived Value of RedBull

40. It’s better to be first in the
Mind , than be first in the
Marketplace
(Al Ries & Jack Trout)

41. Fundamental elements of positioning
How the brand is
perceived in
customer’s mind
Physical
attributes
Positioning therefore is about how customers judge
a product’s value relative to competitors and its
ability to deliver against the promises made.

42. Positioning concept
In order to develop a sustainable position it is important to
understand the:
What is the nature of the competition in the market ?
What tangible and intangible attributes are customers
looking for when buying these types of products?

43. There are a Strategic groups (various clusters of brands) that
compete directly against each other. Ex. in the car market,
Ford, Toyota, Mercedes, Jaguar &Lexus
The specification and design of these cars are based on the
attributes that customers in this segment that are prepared to
pay for. However, designing a car that includes key attributes
alone is not sufficient. Successful positioning of each of
these car brands is important in order that customers perceive
how each brand is different and understand the value that
each represents.

44. luxury car market
TOYOTA
Mercedes
Ford
Jaguar, Lexus

45. How they perceived in consumer’s
mind?

46. So it is important to know the
(Attributes) that are the key drivers
of a consumer’s preference for a
brand.

47. Positioning requires that marketers define and
communicate similarities and differences between their
brand and its competitors
 Attributes or benefits
consumers strongly associate
with a brand, positively
evaluate, and believe they
could not find to the same
extent with a competitive
brand
 Associations that are not
necessarily unique to the
brand but may be shared with
other brands
Points-of-Difference (PODs) Points-of-Parity (POPs)

49. Perceptual mapping
Developing a visual representation of each market, that
used to determine how various brands are perceived
according to the key attributes that customers value.
It represents a geometric comparison of how competing
products are perceived
(Sinclair and Stalling, 1990)
and it is called perceptual maps because the maps are
based on the perception of the buyers

50. Criteria such as price, quality, status, features, safety,
reliability, etc can be used for either of the axis
Once the 2 axis have been drawn and labeled existing
brands will be placed onto the map
Perceptual mapping can provide significant insight into
how a market operates

51. Percepteual map of Chocolate

52. BUDGET
PRESTIGE
CONSERVATIVE
SPORTY
MERCEDES
AUDI
HONDA
BMW
PORSCHE
JAGUAR
VOLKSWAGEN
FORD
HYUNDAI FIAT
TATA
MARUTI
TOYOTA
RENAULT
MAHINDRA
Ferrari
Chevrolet
Percepteual map of Cars

53. Perceptual Map - Cosmetics
Premium
Low Utility
&
Performance
High Utility
&
Performance
Pocket
Friendly

54. ‘Renting’ mind space….
To enter the consumer’s perceptual space and to secure a
‘position’ there, the brand must satisfy his question: “what’s
in it for me?”
It must offer a benefit which is of importance to him
We have to create a perception of our brand in the
prospect’s mind so that it stand a part from competing
brands, and being sustainable as long as we can
To keep long-term lease we must find a strong position!!.

55. How to create strong positioning?

56. What your
brand does
best
What your
competitor
does best
What your
consumers
want
Dumb
zone
Winning
zone
Losing
zone
Risky
zone

57. 7-Step Brand Positioning Strategy Process
In order to create a position strategy, you must first identify
your brand’s uniqueness and determine what differentiates
you from your competition:
1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their
brand
4. Compare your positioning to your competitors to identify
your uniqueness
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement
7. Test the efficacy of your brand positioning statement

58. Start by looking at potential clusters of functional and
emotional benefits
Match up with what consumers want and what your
brand does better than other competitor

62. VOLVO
VS
FERRARI

63. Four bases of Positioning:
1) Product class
2) Consumer segmentation
3) Consumer perception
4) Brand Benefits and Attributes

64. Positioning statement
A positioning statement is “the message that communicates
the brand image to consumers
It helps you make key decisions that affect your customer’s
perception of your brand.
It should be a short, unique, believable, compelling
declarative sentence that states just one benefit and address
target market’s problem.

65. it should answer
Who is the consumer target? (To)
Where will you play? (Category)
Where will you win? (Benefit)
Why should they believe us? (Support points)

66. Examples of Positioning
Statements;

67. • Ponds Energy Face wash is for Men who (20-30 age group) or older
that have dull and tired skin with Coffee extract beans unlike other
ordinary face wash

68. For World Wide Web users who enjoy books, Amazon.com is a
retail bookseller that provides instant access to over 1.1 million
books. Unlike traditional book retailers, Amazon.com provides a
combination of extraordinary convenience, low prices, and
comprehensive selection.

69. For those suffering from a cold, Comtrex offers four different relief
formulas that treat and work against your specific cold ailments.

70. For cold sufferers, Contac offers 12 hours of continuous relief from
congestion and sinus pressure thanks to it’s time-release technology.

71. For consumers ages 16-35, Crest White strips whiten teeth five times
better than the leading paint-on whitening gel. That’s because Crest’s
gel-coated strips hold the peroxide on teeth longer, to whiten stains
below the tooth surface.

72. For females who cook meat, Saran Disposable Cutting Sheets are
the solution to your worries about meat juice germs.
That’s because you can cut your meat right on Saran Cutting
Sheets, and they’ll soak up the juicy mess. Just toss the sheet
away and your worries are gone with it!

73. For “Green” consumers seeking healthy foods free from pesticides,
chemical or preservatives, Seeds of Change frozen entrée’s taste
great. 100% of our ingredients are grown organically and are not
only healthy for you, but also our planet.

74. For the angelic women who are the epitomes of
beauty , Loreal is the brand that brings out the
goddess in you!’’

75.  Once you have a strong brand positioning statement
you can create a Tagline or slogan that helps establish
the position you’re looking to own. Examples:
Mercedes-Benz: Engineered like no other car in the world
BMW: The ultimate driving machine
L’Oreal: Because you’re worth it.
Walmart: Always low prices. Always.
Nike: Just do it
Coca-Cola: The real thing

76. Criteria for Evaluating Brand Positioning Strategy
1. Does it differentiate your brand?
2. Does it match customer perceptions of your brand?
3. Does it enable growth?
4. Does it identify your brand’s unique value to your customers?
5. Is it focused on your core customers?
6. Is it memorable and motivating?
7. Is it consistent in all areas of your business?
8. Is it easy to understand?
9. Is it difficult to copy?
10.Is it positioned for long-term success?
11.Is your brand promise believable and credible?
12.Will it withstand counterattacks from your competitors?
13.Will it help you make more effective marketing and branding decisions?

77. POSITIONING TECHNIQUES
 Umbrella positioning
Suzuki , the maker of many car model, is using the
same slogan to describe the consumer benefits that its
products provided
 Product Repositioning
The marketer may be forced to reposition it in
response to market events, such as competitors cutting
into the brand’s market share or too many competitors
stressing the same attributes. Another reason to
reposition a product or service is to satisfy changing
consumer preferences.

78.  To face the competitors, who offer new products or services
 Changing lifestyle of people - need to suit the current trend.
Eg. Evolution of Tabs and Apple
 When brand need to change their target segment (happens
rarely)
 When motivation to buy the category is low among
customers
 When the market is over saturated.
Why repositioning is required?

79. Cadbury Failed to reposition Gems?!
“Be Ageless”

80. Typology of Strategic Positioning
Positioning by Corporate Identity:
ex Philips radio, Philips lamp, Philips Mixies, Philips
Refrigerators
Positioning by Unique Attribute:
Kinder Joy product, its packaging and free toy

81.  Category-related positioning:
• If you are marketing a skimmed milk powder, the same
basic product can be positioned as:-
a) Re-constituted Milk
- in metal can packaging
b) A whitener for tea & coffee
- in sachet packaging
- instantly soluble in water
- introduce a creamier variety
c) Weight – Watcher, low calorie milk
- available at chemist shops and health food outlets
d) Instant Breakfast
- in jar packaging with added vitamins and nutrients

82. Benefit-Related positioning
BrandBenefit Position
Pepsodent whitening, close-upCosmetics: white, bright
teeth
Colgate, Close-upFresh breath
Colgatetaste
Colgate , SensodyneDecay prevention
Colgate total pro gum health,
Sensodyne, Meswak
Gum care and other
therapeutics

83. The more you simplify
your Positioning , the
more powerful it
becomes

85. Alex 6th Marketing Club, Saturday 25 March 2017