B.U.Deepankar IIM Kashipur Positioning and Repositioning
Strategic Brand Management
Brand Positioning and Repositioning
B.U.Deepankar
PGP13077
IIM Kashipur
A. Positioning – Introduction
Positioning is to identify and establish the points of parity and points of difference for the right brand identity and brand image. Brand positioning is an important concept and is at the heart of the marketing strategy. It is the act of designing the company’s offer and its image so that it occupies the mind space of the consumer in a distinct way and has a value that the consumer perceives. Positioning a product or a service means finding a proper location in the minds of the customer or a market segment so that they think of it in the desired way that maximizes potential benefit to the firm.
Good brand positioning helps a company to develop an effective marketing strategy in the following ways
What is the brand all about?
How unique is the brand?
How similar or different is it from its competitors?
Why consumers should purchase it?
Positioning is not independent of itself, instead it’s a concept from STP (Segmentation, Target market, Positioning) Let us take this forward with an example, not everyone likes the same restaurant, movie or college. Therefore, a marketer starts by dividing the market into segments. They identify and profile distinct groups of buyers who might prefer varying products and services. For this demographics, psychographics and behavioral aspects of buyers are considered. After identifying market segments the marketer decides which presents the greatest opportunities – which are the target markets. Then the firm develops market offerings that it positions in the minds of the target buyers with a benefit.
B. Positioning as a part Customer Based Brand Equity (CBBE) model
CBBE or customer based brand equity incorporates the understanding and influencing of consumer behavior. The model talks about the power of the brand that lies in what the customer has seen, learned, heard and felt about the brand as a
Brand Positioning and Repositioning
B.U.Deepankar
PGP13077
IIM Kashipur
A. Positioning – Introduction
Positioning is to identify and establish the points of parity and points of difference for the right brand identity and brand image. Brand positioning is an important concept and is at the heart of the marketing strategy. It is the act of designing the company’s offer and its image so that it occupies the mind space of the consumer in a distinct way and has a value that the consumer perceives. Positioning a product or a service means finding a proper location in the minds of the customer or a market segment so that they think of it in the desired way that maximizes potential benefit to the firm.
Good brand positioning helps a company to develop an effective marketing strategy in the following ways
What is the brand all about?
How unique is the brand?
How similar or different is it from its competitors?
Why consumers should purchase it?
Positioning is not independent of itself, instead it’s a concept from STP (Segmentation, Target market, Positioning) Let us take this forward with an example, not everyone likes the same restaurant, movie or college. Therefore, a marketer starts by dividing the market into segments. They identify and profile distinct groups of buyers who might prefer varying products and services. For this demographics, psychographics and behavioral aspects of buyers are considered. After identifying market segments the marketer decides which presents the greatest opportunities – which are the target markets. Then the firm develops market offerings that it positions in the minds of the target buyers with a benefit.
B. Positioning as a part Customer Based Brand Equity (CBBE) model
CBBE or customer based brand equity incorporates the understanding and influencing of consumer behavior. The model talks about the power of the brand that lies in what the customer has seen, learned, heard and felt about the brand as a