Brand Positioning and Branding Strategies by Rajat Jhingan

8/4/2019 Brand Positioning and Branding Strategies by Rajat Jhingan

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Brand Positioning

B y : R a j a t J h i n g a n


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The place a product,

brand, or group ofproducts occupies in

consumers minds

relative to competingofferings.

Positioning

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To communicate a co. or brand positioning a mktgplan should include a positioning statement, viz; To(target group and need) our (Brand) is (concept)that(point-of-difference).E.g.-

Tobusy professionals who need to stay organized, PalmPilotisan electronic organizerthat allows you to back-upfiles on your PC more easily and reliably than competitiveproducts.

Step 4: Communicating a position

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Market Positioning

Positioning statement To young, active soft-drink consumers who have little

time for sleep, Mountain Dew is the soft drink that givesyou more energy than any other brand because it has

the highest level of caffeine. With Mountain Dew, youcan stay alert and keep going even when you have notbeen able to get a good nights sleep.

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http://www.mountaindew.com/about_dew/http://www.mountaindew.com/about_dew/


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Perceptual mapping to establish (product)

position

Perceptual mapping is a

means of displaying or

graphing, in two or more

dimensions, the location of

products, brands, or groups

of products in customers

minds.

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Developing perceptual maps

Identify a set of competing brands

Identify important attributes

That consumers use when choosing between

brands using qualitative research Conduct quantitative marketing research where

consumers score each brand on all key attributes

Plot brands on a two dimensional brands

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Perceptual MappingLevis

High Price

Low Price

Classic

Designer

Old product

New product

Vintage

Red Line

Silver Tab

Slates

DockersPremium

Dockers

Classics

501

Red Tab

Basics

Red TabDry Goods

L2

Red Tab

Elesco

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Repositioning

Changing

consumers

perceptions of a

brand

in relation tocompeting brands.

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Repositioning

Q: How is repositioning

accomplished?

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Repositioning strategies

PRODUCT

Same Different

TARGETMARKET

Same

Different

Imagerepositioning

Intangible

repositioning

Productrepositioning

Tangible

repositioning

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Branding strategy

Branding strategy is critical because it is themeans by which the firm can help consumersunderstand its products and services and

organize them in their minds. Two important strategic tools: The brand-

product matrixand the brand hierarchyhelpto characterize and formulate branding

strategies by defining various relationshipsamong brands and products.

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Branding Strategy or Brand Architecture

The branding strategyfor a firm reflects thenumber and nature of common or distinctivebrand elements (brand names, logos, symbols

etc) applied to the different products sold bythe firm.

Which brand elements can be applied to which

products and the nature of new and existing brandelements to be applied to new products

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The role of Brand Architecture

Clarify: brand awareness

Improve consumer understanding andcommunicate similarity and differences between

individual products Motivate: brand image

Maximize transfer of equity from the brand toindividual products to improve trial and repeat

purchase

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Brand-Product Matrix

Must define:

Brand-Product relationships (rows)

Line and category extensions

Product-Brand relationships (columns)

Brand portfolio

1 2 3 4

A

B

C

Products

Brands

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Important Definitions

Product line A group of products within a product category that

are closely related

Product mix (product assortment)

The set of all product lines and items that a

particular seller makes available to buyers

Brand mix (brand assortment)

The set of all brand lines that a particular sellermakes available to buyers

Product breath and Product depth

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Ford Brand Portfolio

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http://www.ford.com/en/company/about/brands/jaguar.htmhttp://www.ford.com/en/company/about/brands/mercury.htmhttp://www.ford.com/en/company/about/brands/volvo.htmhttp://www.ford.com/en/company/about/brands/mazda.htmhttp://www.ford.com/en/company/about/brands/landRover.htmhttp://www.ford.com/en/company/about/brands/lincoln.htmhttp://www.ford.com/en/company/about/brands/ford.htm


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Brand Naming

Individual names HULsoap, toothpaste (Close-Up,

Pepsodent) washing powder (Surf, Rin, Wheel); Nestle

Corporate brands eg HP, Tata etc

Separate family names - HUL Brooke bond,Lakme, Kissan; Nestle (Maggi suace, pickle, soup etc.)

Corporate name-individual namecombo - Kelloggs corn flakes, Kelloggs crispies;Dhara's Sunflower Oil, Dhara Groundnut Oil, Dhara

Mustard Oil, Dhara Rapeseed Oil, etc

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J&Js Clean and Clear

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http://www.virgin.com/company/virgin-radio-international/http://www.virgin.com/company/virgin-drinks/http://www.virgin.com/company/virgin-balloon-flights/http://www.virgin.com/company/virgin-trains/http://www.virgin.com/company/virgin-games/http://www.virgin.com/company/virgin-books/http://www.virgin.com/company/virgin-holidays-cruises/http://www.virgin.com/company/virgin-holidays/http://www.virgin.com/company/virgin-mobile-france/http://www.virgin.com/company/virgin-megastore/http://www.virgin.com/company/virgin-atlantic-airways/


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It is the set of all brands and

brand lines a particular firm offers

for sale to buyers in a particularcategory. Different brands may bedesigned and marketed to appeal

to different market segments.

Brand Portfolio

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Designing a Brand Portfolio

Basic principles:

Maximize market coverageso that no potentialcustomers are being ignored

Minimize brand overlapso that brands arentcompeting among themselves to gain the samecustomers approval

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Brand Roles in a Brand Portfolio

Flankers

Fighter brands

Low-endEntry-level

High-endPrestige

Cash Cows

Eg Sunlight byHUL

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Brand Hierarchy

A means of summarizing the brandingstrategy by displaying the number and natureof common and distinctive brand elementsacross the firms products, revealing the

explicit ordering of brand elements

A useful means of graphically portraying afirms branding strategy

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Brand Hierarchy Levels

Family Brand (Buick)

Corporate Brand (General Motors)

Modifier: Item or Model (Ultra)

Individual Brand (Park Avenue)

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B d Hi h T T


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Brand Hierarchy Tree: Toyota

Toyota

Corporation

Toyota

(Trucks)

Toyota

(SUV/vans)LexusToyota

Financial

Services

Toyota

(Cars)

Corolla PriusAvalon Celica ECHO MatrixMR2

SpyderCamry

CES

LE

SELE

XLE

Platinum

EditionXL

XLSSE

SLE

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Corporate Brand Equity

Occurs when relevant constituents holdstrong, favorable, and unique associationsabout the corporate brand in memory

Encompasses a much wider range ofassociations than a product brand

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Family Brands

Brands applied across a range of productcategories

An efficient means to link commonassociations to multiple but distinct products

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Individual Brands

Restricted to essentially one product category There may be multiple product types offered

on the basis of different models, packagesizes, flavors, etc.

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Modifiers

Signals refinements or differences in thebrand related to factors such as qualitylevels, attributes, functions, etc.

Plays an important organizing role incommunicating how different products withina category that share the same brand nameare

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C t I Di i


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Corporate Image Dimensions

Corporate product attributes, benefits or attitudes

Quality Innovativeness

People and relationships Customer orientation

Values and programs Concern with the environment

Social responsibility

Corporate credibility Expertise

Trustworthiness

Likability

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Brand Hierarchy Decisions

The number of levels of the hierarchy to usein general

How brand elements from different levels ofthe hierarchy are combined, if at all, for anyone particular product

How any one brand element is linked, if at all,to multiple products

Desired brand awareness and image at eachlevel

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Number of Hierarchy Levels

Principle of simplicity Employ as few levels as possible

Principle of clarity Logic and relationship of all brand elements

employed must be obvious and transparent

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Levels of Awareness and Associations

Principle of relevance Create global associations that are relevant across

as many individual items as possible

Principle of differentiation

Differentiate individual items and brands

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Linking Brands Across Products

Principle of commonality

The more common elements shared by products,the stronger the linkages

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Brand Architecture Guidelines

Adopt a strong customer focus

Avoid over-branding

Establish rules and conventions and be

disciplined Create broad, robust brand platforms

Selectively employ sub-brands as means ofcomplementing and strengthening brands

Selectively extend brands to establish newbrand equity and enhance existing brandequity

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Corporate Brand Campaign

Different objectives are possible:

Build awareness of the company and the nature of itsbusiness

Create favorable attitudes and perceptions ofcompany credibility

Link beliefs that can be leveraged by product-specificmarketing

Make a favorable impression on the financialcommunity

Motivate present employees and attract better recruits

Influence public opinion on issues

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U i C M k i B ild B d


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Using Cause Marketing to Build Brand

Equity

The process of formulating and implementingmarketing activities that are characterized byan offer from the firm to contribute a specifiedamount to a designated cause when

customers engage in revenue-providingexchanges that satisfy organizational andindividual objectives

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Ad f C M k i


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Advantages of Cause Marketing

Building brand awareness Enhancing brand image

Establishing brand credibility

Evoking brand feelings Creating a sense of brand community

Eliciting brand engagement

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G M k i


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Green Marketing

A special case of cause marketing that isparticularly concerned with the environment

Explosion of environmentally friendlyproducts and marketing programs

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Crisis Marketing Guidelines

The two keys to effectively managing a crisisare that the firms response should be swift

and that it should be sincere.

Documents

Brand Positioning and Branding Strategies by Rajat Jhingan