Developing and establishing a brand positioning
11
Developing and establishing a brand positioning
-
Upload
sameer-mathur -
Category
Leadership & Management
-
view
25 -
download
3
Transcript of Developing and establishing a brand positioning
Positioning
It is the act of designing a company’s offering and image to occupy a distinctive place in in the mind of target market
Goal
Goal is to locate the brand in the minds of consumers to maximize the potential benefit of the firm
Importance of positioning
A good brand positioning helps guide marketing strategy by
clarifying the brand’s essence
Identifying the goal it helps the consumer achieve
Characteristic
Should be aspirational
Should has proper balance between its present and expected status
Requirements Po
siti
onin
g
Determining a competitive frame of reference
Identifying optimal Points-of-Difference and Points-of-Parity
Brand Mantras