Brand positioning involves designing a company's offer and image to occupy a distinct and valued place in the target customer's mind. It is about owning a piece of the customer's mind. Examples show how Colgate is associated with protection, Lux with glamour, and Axe with sexual attraction. Effective positioning requires understanding how words affect people, having long-term vision, simplicity, patience, and subtlety. Key components include the target user, frame of reference, key benefits, and reason to believe. Market segmentation analyzes behavioral, demographic, psychographic, and geographic factors. Effective positioning provides points of parity, points of difference, a unique selling proposition, and sustainable competitive advantage. A brand mantra is a short phrase that captures
1. BRAND POSITIONING Presented to Submitted by Arun K S Nagarkoti Ashutosh Roy
2. What ? Act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind Phillip Kotler Positioning is owning a piece of consumer’s mind Al Ries & Jack Trout
3. EXAMPLES Colgateis Protection Lux is Glamour Axe is Sexual Attraction Gillette isQuality
9. Manipulate what is there in the customer’s mindConcentrate on the perceptions of the prospect, not the reality of the product Al Ries & Jack Trout
