CRAFTING THE BRAND

POSITIONING

1. How Can A Firm Develop And Establish An Effective Position In The Market?

Identifying an important market gap and addressing it through appropriate differentiation strategies ensures success in the market.

Creating a compelling, well-differentiated brand positioning requires a keen understanding of consumer needs and wants, company capabilities, competitive actions and most importantly disciplined but creative thinking.

WHAT IS POSITIONING?

An act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

POSITIONING HELPS TO:

Clarify brand’s essence

Identify the goals it helps customer achieve

How it does so in a unique way

GOOD POSITIONING IS

TOWARDS FUTURE!

But remaining rooted in the present!

A right balance between what the brand is and what it could be

The 3 key points on which positiong depends:

Identifying the target market and relevant competition.

Similarities and differences between competitors.

Creating a brand mantra that captures public’s imagination!

And finally

RESULT OF POSITIONING-

Successful creationof a customerfocused Proposition.

Which

simply

means..

CREDITS http://www.fontsquirrel.com/

https://images.google.com/

https://evernote.com/skitch/

http://www.colourlovers.com/

Marketing Management : A South Asian Perspective 14th Edition (English)

That’s all!

Thank you!

Created by Aditya Goel, IIT Roorkee, during an internship by

Prof. Sameer Mathur,

IIM Lucknow.

www.IIMInternship.com