2. BRAND POSITIONING
Brand positioning it is the consumer mentally rank the
brand in their minds with one or more dimensions. It
is when consumer choose the best out of number of
brands we can say brand is positioned in the mind of
the consumer.
3. DEFINITION OF BRAND POSITIONING
“The act of designing the company’s offer so that it
occupies a distinct and valued place in the mind of the
target customer.”
- PHILIP KOTLER
12. BRAND POSITIONING PROCESS
1) Identify the business's direct competition.
2) Understand the position of the competitor in the
market.
3) Documenting the provider's own position in today
market
4) Comparing the company position with its
competitor’s position.
5) Develop a distinctive differentiating and value based
position.
6) Creating a position statement with key message
14. ADVERTISING AND BRAND
POSITIONING
Advertising establish the brand in a commanding
position in the minds of the target customers. In order
to get strong position, communication is focused on all
aspects of products, consumer, trends and
competition.
15. SELECTION OF RIGHT BRAND POSITION
1) Determine desired position for brand
2) Examine the current perceived position among
consumers
3) Is our desired brand position differentiated enough to
carve out a viable market niche
4) Communicate unique brand position in a way that is
understandable and compelling to our consumers.
5) To understand how our desired brand position similar to
existing brands in the marketplace.
6) Evaluate resources to overcome those similar brands and
establish a strong position
7) Follow discipline to stay true to our position
8) Choose a position that have long term viability based on
things.
16. BRAND IDENTIFICATION
How a business wants a brand's name, communication
style, logo and other visual elements to be perceived by
consumers. The components of the brand are created
by the business itself, making brand identity the way
in which a business wants consumers to perceive its
brands, not necessarily how it is actually perceived.
18. DIMENSIONS OF BRAND IDENTITY
CORE IDENTITY- IT REPRESENT THE SOUL OF
THE BRAND AND FUDAMENTAL VALUE
EXTENDED IDENTITY- IT MAKES THE COMPLETE
DESCRIPTION
19. DIMENSIONS OF BRAND IDENTITY
OF MARUTI CARS
• ECONOMICAL
• FUEL EFFICIENT
CORE
IDENTITY
• LARGEST MARKET
SHARE
• EASY ON POCKET
EXTENDED
IDENTITY
31. PROCESS OF BRAND DEVELOPING
1. Consider the audience
2. Define the brand
Personality
3. Design brand logo
4. Choose colors wisely
5. Decide on typography
6. Add texture
7. Plan the presentation
8. Create your voice
