BRAND

POSITIONING

S u b m i t t e d t o - M s . D e e p i k a m a ’a m Submitted by- Shruti Singh

Monika Chauhan
Definition
A c c o rd i n g to A a ke r

Brand positioning is a part of brand identity

& value proposition that is to be actively
communicated to the target audience &
that demonstrate an advantage over
competing brands.

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According to Ries & Trout

• Positioning is owning a piece of consumer’s

mind
• Positioning is not what you do to a product
• It’s what you do to the mind of the prospect
• You position the product in the prospect’s
mind
• ‘It’s incorrect to call it Product Positioning

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 Examples FR

Colgate is Protection
Lux is Glamour
Pond’s DFT is Confidence
Axe is Sexual Attraction
Gillette is Quality

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 3 C’S OF POSITIONING FR

CUSTOMER COMPETITION CHANNEL

 According to Ries &  Channel is one of the best

 Company should know
jack, the knowledge of sources of information
the ans. this basic ques.
the competitor’s about other two Cs.
“ what is the target
positioning is just as
customer’s most
important as knowing  From channel company
pressing problem?”
the own company. can gather-
 Customer problems
 Then company should
 The fundamental  Competitive
be identifying,
purpose of competitors intelligence
documenting and
analysis is to beat the  Ideal customer profile
ranking customer
competitors.  The purchase process
problems.
 Why you win & lose
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