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Branding & Positioning Strategies Dr. Prashant Mehta Assistant Professor, National Law University, Jodhpur IABC September 7, 2006   Copyright 2006
BUILDING SUCCESSFUL BRANDS ,[object Object],[object Object],[object Object]
BRANDS ,[object Object],[object Object],[object Object],[object Object],[object Object]
BRANDS ARE BUILT FROM THE INSIDE OUT  ,[object Object]
PROTECT YOUR COMPANY’S REPUTATION Customers are increasingly making brand choices based on the total reputation of an organization. (How it relates to all internal and external stakeholders).
BUILD COMPANY’S BRAND AROUND CUSTOMER PREFERENCES ,[object Object]
CUSTOMERS DEMAND BRANDS THAT ARE PERSONAL AND NOT MASS PRODUCED ,[object Object],[object Object]
ANTICIPATE EVERY ENCOUNTER OR TOUCH POINT A CUSTOMER HAS WITH YOUR BRAND – A 360º VIEW
BRANDS SHOULD CREATE EMOTIONAL TRIGGERS… TO BUILD CUSTOMER RELATIONSHIP ,[object Object],[object Object],[object Object],[object Object]
CONSUMERS WANT THEIR BRANDS TO SUPPORT CAUSES
SUCCESSFUL BRANDS ARE SIGNIFICANTLY DIFFERENT. NOT JUST A LITTLE BIT BETTER ,[object Object]
SUCCESSFUL BRANDS DELIVER ON THEIR PROMISE ,[object Object]
THE IDEAL BRAND WILL MOVE BEYOND MARKET SHARE INTO MARKET CREATION ,[object Object],[object Object]
SWOT/MARKETING ANALYSIS
BRAND BUILDING
 

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