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Brand Positioning & Extension Guide

This document discusses brand positioning and brand extension. It defines brand positioning as designing an offering and image to occupy a distinctive place in customers' minds. Effective positioning creates associations to be perceived in a specific way. It is important as it links to customer loyalty, equity, and purchases. To position a brand, understand customers, capabilities, and competitors, then choose a statement that resonates and is different. Reflect the positioning across all branding. Brand extension uses an existing brand name in a new category, like a spin-off. Types include line, franchise, expertise, and component extensions. Advantages are growing audience, earnings, and trust while disadvantages are potential changes to parent image and oversaturation with smaller budgets.

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99 views9 pages

Brand Positioning & Extension Guide

This document discusses brand positioning and brand extension. It defines brand positioning as designing an offering and image to occupy a distinctive place in customers' minds. Effective positioning creates associations to be perceived in a specific way. It is important as it links to customer loyalty, equity, and purchases. To position a brand, understand customers, capabilities, and competitors, then choose a statement that resonates and is different. Reflect the positioning across all branding. Brand extension uses an existing brand name in a new category, like a spin-off. Types include line, franchise, expertise, and component extensions. Advantages are growing audience, earnings, and trust while disadvantages are potential changes to parent image and oversaturation with smaller budgets.

Uploaded by

lovely nayak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BRAND POSITIONING AND

z
BRAND EXTENSION.
z BRAND POSITIONING

Brand positioning has been defined by Kotler as “the act of designing


the company’s offering and image to occupy a distinctive place in the
mind of the target market”.
In other words, brand positioning describes how a brand is different
from its competitors and where, or how, it sits in customers’ minds. A
brand positioning strategy, therefore, involves creating brand
associations in customers’ minds to make them perceive the brand in a
specific way.
z
Why is brand positioning important?

By shaping consumer preferences, brand positioning strategies are


directly linked to consumer loyalty, consumer-based brand equity,
and the willingness to purchase the brand. Effective brand
positioning can be referred as the extent to which a brand is
perceived as favorable, different and credible in consumers’ minds.
z
How to find a powerful brand positioning
(3 simple steps)?

Step 1: In order to create a unique and successful positioning for your


brand, you need to analyze the following: Understand what your
consumers want Understand what your company’s and brand
capabilities are Understand how each competitor is positioning their
brand
Step 2: Once you’ve done that, you will need to choose a positioning
statement that: Will resonate with your consumers Can be delivered by
your company (capabilities) That is different from your competitors.
Step 3: The remaining challenge is to then reflect this brand positioning
in everything that you do (brand personality, packaging design, product,
service, visual identity design, communications, etc).
z BRAND EXTENSION

Brand ExtensionBrand extension or brand


stretching is a marketing strategy in which a firm
marketing a product with a well-developed image
uses the same brand name in a different product
category. The new product is called a spin-off.
Organizations use this strategy to increase and
leverage brand equity.
z
TYPES OF BRAND EXTENSION

Line Extension.
Customer Franchise Extension
Company Expertise Extension
Brand Distinction
Transfer of Component
z
ADVANTAGES AND DISADVANTAGES.

Grows Audience
More Earnings
Trust from Customers
Promotes the Existing Products
z
DISADVANTAGES

Potential Change of Parent Brand Image


Possibility of Over saturation
Smaller Marketing Budgets.
z Examples:
ITC & TATA

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