The document discusses brand positioning and establishing a frame of reference for consumers. It emphasizes that the frame needs to be tailored according to the product lifecycle. For new brands, an established brand in the same category can provide an initial frame. The brand also needs to meet consumers' expectations for the frame by leveraging points of parity. Other aspects discussed include determining a brand's identity through its vision, mission, essence and personality. Strong points of difference within the frame can help create compelling brand associations. The positioning should avoid contradictory ideas.
5. BRAND POSITIONING STARTS WITH ESTABLISHING A FRAME
OF REFERENCE, WHICH SIGNALS TO CONSUMERS THE GOAL
THEY CAN EXPECT TO ACHIEVE BY USING A BRAND. IN SOME
CASES, THE FRAME OF REFERENCE IS OTHER BRANDS IN THE
SAME CATEGORY.
11. ONCE YOU’VE CHOSEN AN INITIAL
FRAME OF REFERENCE, THINK
THROUGH THE POINTS OF PARITY
THAT MUST BE MET IF CONSUMERS ARE
TO PERCEIVE YOUR PRODUCT AS A
LEGITIMATE AND CREDIBLE PLAYER
WITHIN THAT FRAME?
20. WHAT ARE YOUR MOST IMPORTANT
PRODUCTS AND SERVICES?
WHAT PRODUCTS AND SERVICES
WILL YOU NEVER OFFER?
WHAT IS UNIQUE ABOUT DOING
BUSINESS WITH YOUR BRAND?
HOW WOULD YOUR CUSTOMERS
DESCRIBE YOUR BRAND?
WHERE DO YOU WANT YOUR
COMPANY TO BE IN FIVE YEARS?
22. WHAT ARE THE SPECIFIC
MARKET NEEDS THE COMPANY
EXISTS TO ADDRESS?
WHAT DOES THE COMPANY DO
TO ADDRESS THESE NEEDS?
WHAT ARE THE GUIDING
PRINCIPLES THAT DEFINE THE
COMPANY'S APPROACH?
WHY DO CUSTOMERS BUY FROM
YOU AND NOT YOUR
COMPETITION?
30. POINTS OF DIFFERENCE—EVEN
SEEMINGLY CONTRADICTORY ONES—
CAN BE POWERFUL. STRONG,
FAVORABLE, UNIQUE ASSOCIATIONS
THAT DISTINGUISH A BRAND FROM
OTHERS IN THE SAME FRAME OF
REFERENCE ARE FUNDAMENTAL TO
SUCCESSFUL BRAND POSITIONING
40. JEET PAREKH
Created by --
Indian Institute of Technology ,
Banaras Hindu University Varanasi
Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b
During an
Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,
Lucknow
(www.IIMintenship.com)