Brand Positioning

• Attribute • Price /Quality • Use /Application• User • Product Class • Positioning with respect to competitors

Attribute

• The brand is associated with the attributes that it carries .

• Attributes relates to the features , benefits of the product ;.

• Example : HUL’s Pears – Pure Glycerin• Annunapurna salt – Iodized Salt • Phillips – CFL Bulb

Price / Quality

• The positioning that impacts the price and the quality image in the mind of the customer.

• High price – High Quality , for quality conscious customers e.g. – waterman , lifestyle

• Low price –Low quality , for Value Conscious Customers e.g. – Vector from Parker ,big bazaar

Use / Application • The kind of positioning that involves clear

connections between the product or the brand and the use it to be put to .

• Maggie Noodles – quick meal • Titan – Gift for Special • Mr. Fixit – Leaking Pipes • Vicks Vaporab – Balm for quick relief from

Cold and Cough

User positioning

• Develops connections between the brand and the user or the user class

• Johnson and Johnson – baby products • Creative line – sweaters for women

Product Class

• Develops a respect for the product class by developing class related associations .

• Nescafe – Classic coffee • Bru – Filter Coffee • Asian paint – Superior Paints

Completion Positioning

• The positioning strategy that direct or indirectly refers the competitors product and offer better and superior solutions to the customers .

• Coke and Pepsi • Rin and Tide • Complan and Horlicks