BRAND POSITIONING &

BRAND BUILDING

Prepared By:

Sona Singh 04

Juhi sharma 12

Meghna Datta

Vinay Tiwari 42

WHAT IS BRAND?

Brand Positioning

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind.

Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”-

provide customized and one-stop solution for all their financial services needs.

“Think Investments, Think Kotak”.

Brand Knowledge

“is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions and of associations for the brand.”

Fame by association

SPOKESMODELSarah Jessica Parker

Eva longoria

Scarlett Johnson

Gerard butlerPatrick Dempsey

Aishwarya

Sonam Frieda Pinto

Brand Portfolio

A Brand Portfolio is a grouping of all the different brands under a larger umbrella brand

owned by a particular business or organization. These would encompass all

brands offered in the marketplace, including co-brands and sub-brands.

Hero Honda- Brand Portfolio

Launched its first two-wheeler CD-100 in 1985-four stroke, sleek and

fuel efficient motorcycle in a market that was

dominated by two stroke, bulky, fuel guzzling scooters.

Fill it, shut it, Forget it campaign

Entry –level commuters 1. CD deluxe : New emerging Indian2. CD Dawn: Ease & convenience of personal transport at the price of public transport

Deluxe segment riders 1. Splendor +: Core value is trust2. Splendor NXG: Next generation,

youthful styling and superb mileage3. Super Splendor: Greater power and

styling4. Passion: Looks and smart engineering5. Glamour: Racy looks

Premium Segment bikers 1. Achiever: Comfortable, powerful, great mileage

2. CBZ Xtreme: Thrill seeking3. Hunk: Muscles and intimidating

presence4. Karizma: Not for ordinary, takes

challenges

Women 1. Pleasure: Challenging the conventional norms

“ Why should boys have all the fun”

DELUXE SEGMENT RIDERS

Splendor NXG: Next generation, youthful styling and superb mileage

Super Splendor: Greater power and styling

Splendor +: Core value is trust

DELUXE SEGMENT RIDERS

Looks and smart engineering Racy looks

Entry –level commuters 1. CD deluxe : New emerging Indian2. CD Dawn: Ease & convenience of personal transport at the price of public transport

Deluxe segment riders 1. Splendor +: Core value is trust2. Splendor NXG: Next generation,

youthful styling and superb mileage3. Super Splendor: Greater power and

styling4. Passion: Looks and smart engineering5. Glamour: Racy looks

Premium Segment bikers 1. Achiever: Comfortable, powerful, great mileage

2. CBZ Xtreme: Thrill seeking3. Hunk: Muscles and intimidating

presence4. Karizma: Not for ordinary, takes

challenges

Women 1. Pleasure: Challenging the conventional norms

“ Why should boys have all the fun”

TARGTED

AT

WOMEN

About L'Oreal

Founded: 1909, Paris

Worlds largest cosmetics & beauty company

L’Oreal have different range of products for various categories like mass, medium and high end.

Product Portfolio

Identifying & Establishing Brand Positioning

Positioning & Segmentation

• In order to Position a Brand…• …you must decide

• Who the Target Consumer is?• Who your main competitors are?• How the Brand is similar to your competitors?• How the Brand is different from your competitors?• Where do you get this information?• Your BRAND INVENTORY!!

Target Market Segmentation

• A market segment should have similar knowledge structures and brand knowledge• Similar knowledge structures might mean similar perceptions and beliefs about

your Brand• There are 2 ways to segment

Descriptive

Characteristics of the individuals in the market

Easier to match perceptions or beliefs(right/wrong) with strategy

(reinforce/change)

Many times, behaviour and descriptive go

hand in hand

In some cases, demographics may

mask underlyingDifferences.

Segmentation of Toilet Soap market

Criteria for a Segment

Identifiability - Can the segment be

easily identified?

Size - It is big enough to bother?

Accessibility - Are distribution

outlets and media available to us to

reach the segment?

Responsiveness - How favourably will

the segment respond to a

tailored marketing program? (this one

is tough to quantify)

POP (Point of Parity)Associations that are shared with other brands• Two types:

• POPs can be “good enough”, but PODs should be “superior”

Category

Attributes that are required to include your product as a

member of that category

Competitive

POP that negate your competitors PODs

How do I decide on my POPs?What attributes do all of my competitors have? I probably need to have those, or my competitors automatically have a POD

POPs get you included in category!!!

POD (Point of Difference) POD (Point of Difference) – • Strong, favourable, unique brand associations• May be any kind of attribute or benefit

• Two types of PODs

• Attribute Based - Functional, performance related differences• Image Based - Affective, experiential, brand image related differences

How do I decide on my PODs?• Difficult to choose • Don’t use PODs that are product centric (dominate competition)

but customer centric (uniquely address need of customer)

Criteria for POD

Desirability

• Must be Relevant• Must be Distinctive• Must be Believable

Deliverability

• Feasibility• Communicability• Sustainability

Dove : POP and POD

Beauty. It’s not about glamour or fame. It’s (Point of Differentiation)

about every woman and the beauty that is (Market) (frame of reference)

in each of us. That’s what DOVE is all about. (Brand)

And that’s why More women trust their skin (Point of Differentiation)

to DOVE.

Cleanses (Point of Parity)

BRAND DYNAMICS OF DOVE

Bonding

Advantage

Performance

Relevance

Presence

Mass appeal to all segments; high patronage

Better quality at affordable price

Mild, gentle, moisturizing

Health and beauty

More than 80 countries

High Loyalty/ Strong Share of

Wallet

Low Loyalty/ Weak Share of

Wallet

Marketing Strategy

41

INTERVIEWS

ADVERTISING

BILLBOARDS

PANEL DISCUSSIONS

TV COMMERCIALS

PROGRAMS

THE DOVE SELF-ESTEEM FUND

WEBSITE

Unconventional strategy

Strong emotional touch

Cross-selling Possibilities

Effective advertising, Free publicity

Continuously evolving the campaign

DOVE Celebrates Real Beauty

Brand Definition

Cont.

Brand as Legal Instrument

Cont.

Brand as Logos

Cont.

Brand as a Company

Cont.

Brand as a Shorthand

Cont.

Brand as a risk reducer

Cont.

Brand as a Identity system

Cont.

Brand as an image in consumers mind

Cont.

Brand as a value system

Cont.

Brand as a Personality

Cont.

Brand as a relationship

Cont.

Brand as adding value

Cont.

Brand as evolving entity

Establishing Brand Value

6 Forces of Brand Value

Iconic Value

• Not all brands can have iconic value• Creating and sustaining a brand’s iconic value is typically

accomplished in two steps. – The first, a key brand dimension is selected where it’s hoped that it

can be elevated above the category to achieve some level of brand envy among a particular brand constituency.

– The second, harder step involves creating an inspirational loop that reinforces the brand’s rise in popular desire, yet avoids crossing the line and becoming ‘common’. This can be managed by evoking fresh imagery (preferably some lifestyle affirmation by a role model) to reinforce the brand’s dynamic and elevated leading edge status. But the true test of sustaining iconic value comes with a strict adherence to pricing integrity and retail channel distribution.

Societal Value

• encompass the benefits the brand enables/supports in the community

Potential Value

• reflects the brand’s value of enhanced up-time and the mitigation of downtime

• Only selling to customer is not the aim• Brand should keep changing with change in

technology & competition to survive in market

Integration Value

• refers to how the brand contributes to creating greater value by being part of a larger system.

• Eg :- Nutritional values in food products integrates consumers need & benefits to their health by consuming the product

Experiential Value

• relates to how the brand enhances a shared experience

• Eg :- Kodak’s (share the moments)• Eg :- Maggie (Share the experience of mera

maggie)

Design Value

• This dimension refers to both the design of the product, its attractiveness and ease of use as well as how the product itself delivers against the core problem

• Eg :- Apple Iphone