Branding and Positioning

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Branding and Positioning
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Elements of Brand Equity

• Awareness
• Recognition
• Recall
• Associations
• Perception of Quality
• Loyalty
• Relationship
• Installed base
• Distribution equity

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Brand Associations

• Brand has right product for some purpose
• Credibility
• Assurance of quality
• Assurance of continuing support
• Assurance of no nasty surprises

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Associations
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Brand
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I think I like it.
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Brand Elements

• Elements
• Brand name
• Logo
• Symbol
• Character
• Packaging
• Slogan

• General criteria
• Memorability
• Meaningfulness
• Transferability
• Adaptability
• Protectability

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Positioning

• Perceived Position (in the mind of the Prospect)
• For a product/market
• Relative to competition
• On important benefit or attribute dimensions

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Relationship to Brand Image

• Associations emphasized for a target segment
• Temporary
• Becomes part of the overall set of associations

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Simple Concept Difficult to Execute

• Only partly influenced by vendor, since it is in
  the mind of the prospect
• Multiple audiences see the same message
• Other parties involved competitors, channels,
  media, luminaries all doing their own thing

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Criteria for Good Positioning

• Based on good products or services
• Distinctive from competitors
• Benefit based

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The Law of the Opposite

• If you are shooting for second place, your
  strategy is determined by the leader
• Discover what the essence of the leader is and
  present the prospect with the opposite (or a good
  alternative)