Brand Positioning

.. ?

Harvard Business School and MIT

Biman Bangladesh Airlines and Singapore
Airlines
Toyota and Mercedes
Nanking Bazar and Shaheb Bazar
Daily Ittefaq vs. Amader Somoy
Wheel vs. Surf excel
What do you think about a theme park,
zoological park

Brand Positioning

Brand positioning refers to the brands

functional attributes in relation to other
brands.
Brand positioning refers to the product
perceived attributes in relation to competing
brands/products
Positioning is the art of selecting, out of a
number of unique selling propositions, the one
that will maximize sales.
The position of a brand it brings about in the
mind of a target consumer.
The perception reflects the brand in terms of
functional and non-functional benefits in the
judgment of that consumer.

Brand Positioning: Options to

Managers
By attribute- Close up as mouth wash,
Price/Quality - Toyota fuel efficient value for
money- economy.
By user- Visa, Citi Bank Gold card is for elite
and cosmopolitan people.
Image- Mercedes Benz, Swatch brand watch,
Mcdonald food.
By Application- Sensodyne for affected tooth.
Competitor positioning- Best seller,
maximum circulation etc.
Benefit- durability, safety etc.

Choosing the Positioning

Strategy
Product
class: set of product or brands which are

perceived as substitutes to satisfy the similar needs.

List the features and benefits of your product / service.
A feature is an attribute a color, a configuration; a
benefit is what that feature does for the customer.
Consumer segmentation: Make sure you know your
market better. Positioning of a particular product or
brand is ultimately determined by the buyers.
Major competitors of the brand: resource, capabilities
and competitive (generic) strategy of the major players
Points of parity (POP): Similarities of the brand with the
competing brands
Points of differences (POD): Differences with the
competing brands
Determine which benefits are most important to your
customer segment(s).

Choosing the Positioning

Strategy

Identifying possible competitive advantage

Choosing the right competitive advantage
How many differences to promote ?
Which differences to promote ?
i) Important ii) Distinctive
iii) Superior
iv) Communicable
v) Preemptive/sustainable (can not be
copied by others)
vi) Profitable
vii) Affordable
Identify which differences are most powerful.

Positioning decisions
When we know the ideal point or preferred
position of our target market we can judge
that whether the perceived position of a
brand needs to brought closer to the ideal
point.
This may involve some changes in marketing
promotion, and feature of the product
We may decide to bring the ideal point closer
to the perceived position
We may decide to launch a new brand or
reposition our brand to get closer fit to the
preferred position.

Trade Off in Positioning

Low price vs. high quality
Taste vs. nutritions
Design/getup vs. safety
Simple vs. multi functions
Longevity vs. varied design with short
life
Tradition vs. newness