MPR22 , Brand image & positioning

• Positioning

  • Positions the brand in the mind of the consumer by focusing on the different attributes and what it can offer
• Brand's identity

  • Refers to how you want your brand to be perceived through the use of various touchpoints

  ( Logo , culture , personality )
• Brand's image

  • Focuses on the perceptions that consumers have about the brand using visible elements and brand associations
• Importance of a brand's image

  • Makes an impression
  • Creates recognition
  • Builds credibility and equity
• Building a favourable brand image

  • Physique , focuses on the external elements that are physically visible ( shape , colour , packaging )
  • Personality , the traits of the brand and must reflect the core value proposition
  • Culture , built on a set of values and principles
  • Relationship , brands form relationships with consumers as it leads to consumer loyalty
  • Reflection , brands ensure that their products and services reflect their attributes and beliefs
  • Self-image , refers to how consumers perceive themselves
• Brand positioning

  • Refers to the act of designing a company's image so that it occupies a valued place in the customers mind
• Positioning considerations

  • Target audience
  • Establishing category membership
  • Determining points-of-parity & points-of-difference
• Target audience

  • The brand needs to identify and select its target audience successfully and this happens through segmentation
  • Enables brand to understand different associations and values important to that target market

  Example , Superbalist: Young males and females are looking for trendy and affordable clothes
• Establish category membership

  • Brands need to determine who it competes with and define its competitive frame of reference

  3 approaches

  • Announcing category benefits
  • Comparing to exemplars ( well known brands )
  • Depending on product descriptors
• Determining points-of-parity & points-of-difference

  • (POP) refers to associations that are shared with other brands. Category POP & Competitive POP
  • (POD) refers to favourable and distinctive associations that particular brands hold. Brand performance , brand imagery , consumer insight.
• Steps to positioning

  • Identify and analyse competitor brands
  • Identifying the key determining attributes
  • Gather information on competitors key determining attributes
  • Evaluate current position of brand in a visual manner
  • Determine consumer's preferred combinations of attributes
  • Consider all possible positions according to consumer's needs and segment attractiveness
  • Create a positioning statement