2. Brand positioning strategy is about finding a
right place for a brand in market place as well in
the consumers’ mind.
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3. Positioning strategy says a brand can only stand
for one thing in the mind.
The more focused the meaning, the stronger the
brand.
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5. Brand positioning
Based on what you know, identify:
brand identity
brand image
brand promise
target audience profile (age,
demographics, education...)
persona (describe a consumer)
brand competitors (SWOT)
point of difference/ unique selling
proposition
points of similarity
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11. Analyze the website or Twitter account you were given and
perform the same exercise as before.
Note and discuss any similarities or differences.
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13. effective segmentation
needs to be:
measurable
substantial
accessible
differentiable
Effective positioning needs effective targeting.
This requires effective segmentation.
identification and profiling of
consumers based on their needs and
preferences
selection of a market segment
establishment and communication of
distinctive benefits of the brand
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15. education & affluence age & life cycle
family life cycle life stage
urbanization gender
race & ethnicity income
mobility generation
social class
lifestyle
activities
interests
opinions
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17. Brand research - When?
New company
Expansion (product/ brand)
Mergers
Revitalize/Rejuvenize (Rebranding/Repositioning)
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18. Brand research - What for?
Determine client/prospect hot buttons and pain-points in the market for a
company/product like yours
Uncover marketing/advertising mediums primarily used by clients/prospects
when searching for a company/product like yours (trade ads, direct mail,
internet search etc.)
Compare your company/product against competitors
Uncover current brand image perceptions of your company/product
Develop value proposition
Develop positioning
Develop brand promise
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19. Brand research - How?
It depends on
what you want to find out
(research questions)
AND
why you are doing the research
(research aims)
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20. For an introduction to research methods please
check Dr. Geana’s presentation on
Introduction to Mass Communication Research.
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