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Brand positioning and identification

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Brand positioning and identification

  1. 1. MADE BY:- SNEH LATA
  2. 2. BRAND POSITIONING  Brand positioning it is the consumer mentally rank the brand in their minds with one or more dimensions. It is when consumer choose the best out of number of brands we can say brand is positioned in the mind of the consumer.
  3. 3. DEFINITION OF BRAND POSITIONING  “The act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customer.”  - PHILIP KOTLER
  4. 4. EXAMPLE
  5. 5. DIFFERENTIATING THE BRAND  BETTER OFFERING: It means that the company offer out performs its rivals.
  6. 6.  NEWER OFFERING: It means to develop the product that did not exist before.
  7. 7.  CHEAPER OFFERING: This means getting a similar brand for less money.
  8. 8.  FASTER OFFERING: It means the performance of delivery time involved in buying a particular brand.
  9. 9. METHODS TO DIFFERENTIATE  PRODUCT DIFFERENTIATION
  10. 10.  SERVICE DIFFERENTIATION
  11. 11. IMAGE DIFFERENTIATION
  12. 12. BRAND POSITIONING PROCESS 1) Identify the business's direct competition. 2) Understand the position of the competitor in the market. 3) Documenting the provider's own position in today market 4) Comparing the company position with its competitor’s position. 5) Develop a distinctive differentiating and value based position. 6) Creating a position statement with key message
  13. 13. EXAMPLE
  14. 14. ADVERTISING AND BRAND POSITIONING  Advertising establish the brand in a commanding position in the minds of the target customers. In order to get strong position, communication is focused on all aspects of products, consumer, trends and competition.
  15. 15. SELECTION OF RIGHT BRAND POSITION 1) Determine desired position for brand 2) Examine the current perceived position among consumers 3) Is our desired brand position differentiated enough to carve out a viable market niche 4) Communicate unique brand position in a way that is understandable and compelling to our consumers. 5) To understand how our desired brand position similar to existing brands in the marketplace. 6) Evaluate resources to overcome those similar brands and establish a strong position 7) Follow discipline to stay true to our position 8) Choose a position that have long term viability based on things.
  16. 16. BRAND IDENTIFICATION  How a business wants a brand's name, communication style, logo and other visual elements to be perceived by consumers. The components of the brand are created by the business itself, making brand identity the way in which a business wants consumers to perceive its brands, not necessarily how it is actually perceived.
  17. 17. ELEMENTS OF BRAND IDENTITY
  18. 18. DIMENSIONS OF BRAND IDENTITY  CORE IDENTITY- IT REPRESENT THE SOUL OF THE BRAND AND FUDAMENTAL VALUE  EXTENDED IDENTITY- IT MAKES THE COMPLETE DESCRIPTION
  19. 19. DIMENSIONS OF BRAND IDENTITY OF MARUTI CARS • ECONOMICAL • FUEL EFFICIENT CORE IDENTITY • LARGEST MARKET SHARE • EASY ON POCKET EXTENDED IDENTITY
  20. 20. SOURCES OF BRAND IDENTITY SYMBOLS:
  21. 21. LOGOS
  22. 22. ELEMENTS OF LOGOS  LOGO TYPE
  23. 23. ICON
  24. 24. SLOGAN
  25. 25. FUNDAMENTALS OF LODO DESIGN  BUSINESS / PRODUCT NAME
  26. 26. •ICON
  27. 27. •TAGLINE
  28. 28. TRADEMARKS
  29. 29. EXAMPLE OF TRADEMARKS
  30. 30. PROCESS OF BRAND DEVELOPING 1. Consider the audience 2. Define the brand Personality 3. Design brand logo 4. Choose colors wisely 5. Decide on typography 6. Add texture 7. Plan the presentation 8. Create your voice

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