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BRAND POSITIONING &
BRAND BUILDING
Prepared By:
Sona Singh 04
Juhi sharma 12
Meghna Datta
Vinay Tiwari 42
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WHAT IS BRAND?
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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”.
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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.”
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Fame by association
SPOKESMODELSarah Jessica Parker
Eva longoria
Scarlett Johnson
Gerard butlerPatrick Dempsey
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Aishwarya
Sonam Frieda Pinto
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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.
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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
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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”
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DELUXE SEGMENT RIDERS
Splendor NXG: Next generation, youthful styling and superb mileage
Super Splendor: Greater power and styling
Splendor +: Core value is trust
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DELUXE SEGMENT RIDERS
Looks and smart engineering Racy looks
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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”
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TARGTED
AT
WOMEN
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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.
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Product Portfolio
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Identifying & Establishing Brand Positioning
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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!!
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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.
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Segmentation of Toilet Soap market
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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)
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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!!!
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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)
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Criteria for POD
Desirability
• Must be Relevant• Must be Distinctive• Must be Believable
Deliverability
• Feasibility• Communicability• Sustainability
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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)
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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
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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
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DOVE Celebrates Real Beauty
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Brand Definition
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Cont.
Brand as Legal Instrument
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Cont.
Brand as Logos
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Cont.
Brand as a Company
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Cont.
Brand as a Shorthand
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Cont.
Brand as a risk reducer
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Cont.
Brand as a Identity system
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Cont.
Brand as an image in consumers mind
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Cont.
Brand as a value system
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Cont.
Brand as a Personality
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Cont.
Brand as a relationship
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Cont.
Brand as adding value
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Cont.
Brand as evolving entity
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Establishing Brand Value
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6 Forces of Brand Value
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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.
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Societal Value
• encompass the benefits the brand enables/supports in the community
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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
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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
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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)
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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