More Related Content Similar to Brand positioning ppt (2) Similar to Brand positioning ppt (2) (20) Brand positioning ppt (2)3. “ A name, term, sign, symbol,
design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them
from those of competitors.”
- American Marketing Association
11. BETTER EARNING AND PROFIT
PERFORMANCE.
12. PHYSICAL GOOD
SERVICES
A STORE
A PERSON
A PLACE
AN ORGANIZATION
AN IDEA
17. A PERSON( SHAHRUKH KHAN, AMIR KHAN)
AN IDEA (FAMILY PLANNING, BLOOD
DONATION)
AN ORGANIZATION( BRILA GROUP, UNICEF
etc.)
19. IF WE’RE GOING TO
LEARN POSITIONING IT
IS NECESSARY TO KNOW
ABOUT TWO MARKET
GURUS……
24. Rule of thumb: when we talk about
competitor the new term comes in-
DIFFERENTIATION
26. Take an example of mobile phone….
RELIABLE STYLISH
BUSINESS
HI-TECH
CLASS
33. The easy way to get in to a person’s mind is to be first.
Example : xerox, maggi, The Hindu Newspaper
34. The basic approach is not to create something new or different,
but manipulate what’s already in the mind of consumer…
Example: fair & lovely
35. I wish to marry to a handsome man
keY inSighT…
37. Conventional logic says you find concept inside product.
“Not true”
Its about looking inside the prospect’s mind
38. sprite
You won’t find an uncola idea in
It inside cola drinker’s head
41. Simple
Eg. Lux, Tajmahal
Meaningful
Eg. Close up, fair & lovely
42. Likeable
Eg. Bingo, Nano, Scorpio etc.
Global
Eg. Tajmahal, amazon.com
Protectable
Eg. Xerox, maggi etc.