Crafting the Brand Positioning Developing & Establishing a Brand Positioning Points-of-difference Points-of-parity Brand Mantras Communicating Category Membership Consumer Desirability Criteria for PODs Deliverability Criteria for PODs Differentiation Strategies Positioning and Branding a Small Business

1. Crafting
the Brand Positioning
Prepared By,
Mr. Nishant Agrawal

2. Chapter Questions
• How can a firm choose and communicate an effective
positioning in the market?
• How are brands differentiated?
• What marketing strategies are appropriate at each
stage of the product life cycle?
• What are the implications of market evolution for
marketing strategies?

3. Developing & Establishing a Brand
Positioning
• Positioning is the act of designing company’s offering and
image to occupy a distinctive place in the minds of target
market.
• The goal is to locate the brand in the mind of consumers to
maximize the potential benefit to the firm.
• Ex. Moov (Aah se Ahah Tak : pain to relief )

4. Defining Associations
Points-of-difference
(PODs)
• Attributes or benefits
consumers strongly
associate with a brand,
positively evaluate, and
believe they could not find
to the same extent with a
competitive brand
Points-of-parity
(POPs)
• Associations that are not
necessarily unique to
the brand but may be
shared with other
brands.
1)Competitive POP
2)Category POP

6. Brand Mantras
• It is heart and soul of brand and is closely related to
other branding concept like “brand essence” and “core
brand promise”
• Brand Mantras are powerful devices. It must
economically communicate what the brand is and
what it is not.
• McDonald’s brand philosophy of “Food , Folks and
Fun” captures its brand and core brand promise.

7. Establishing Brand Positioning
Page No 250
• Establishing brand positioning in the marketplace
requires that consumers understand what brand offers
and what makes it a superior competitive choice.
• Ex. Coca Cola (Thanda Matalab Coca Cola)
Maaza (Bina Gutli wala Aam)

8. Communicating Category Membership
Announcing category benefitsAnnouncing category benefits
Comparing to exemplarsComparing to exemplars
Relying on the product
descriptor
Relying on the product
descriptor

9. Consumer Desirability Criteria for PODs
RelevanceRelevance
DistinctivenessDistinctiveness
BelievabilityBelievability

10. Deliverability Criteria for PODs
FeasibilityFeasibility
CommunicabilityCommunicability
SustainabilitySustainability

11. Communicating POPs and PODs
• Common difficulty in creating a strong , competitive brand
positioning is that many of the benefits that make up of POP
and PODs are negatively related.
• Difficult to position a brand as “inexpensive” and same time it is
“of the highest quality”
• Ex. Bombay dyeing : Good Experience, expertise but other side
is could be old fashioned and not up to date.

12. Differentiation Strategies
Employee
Image Service
Channel

13. Positioning and Branding a Small Business
• Building brands for small business is challenge because these
firms have limited resources and budget.
• With limited resources behind the brand , both focus and
consistency in marketing programs are critically important.
1. Creativity conduct low cost marketing research
2. Focus on building one or two strong brand base
3. Employ well integrated set of bran elements
4. Create buzz and loyal brand community

14. Assignments
• Explain dimensions on the basis of which a
company can Differentiate & Position its
market offering?

15. Thank you