How to position a brand

Содержание

Слайд 2

Vocabulary

Approach - подход; попытка вступить в переговоры; метод; способ;
Appropriate - присваивать; выделять;

Vocabulary Approach - подход; попытка вступить в переговоры; метод; способ; Appropriate -
предназначать; прибрать к рукам
Blurry- неясный; туманный; расплывчатый;
Engage - заниматься (чем-либо); участвовать; принимать на работу;
Distinguishable - различимый; отличимый; заметный
Disparition - несоответствие
Dorsal gluteal muscle - большая ягодичная мышца
Emphasis- акцент; подчёркивание; выразительность;
Gastrocnemius muscle – икроножные мышцы
Hamstring muscles - мышцы задней поверхности бедра
Irrelevant - несоответствующий; неприменимый; неуместный;
Simultaneously -одновременно; синхронно; совместно;
Quantifiable - поддающийся количественному определению

Слайд 4

How to position brand, product, or company might be the most important

How to position brand, product, or company might be the most important
aspect of a marketing communications plan.
Brand positioning can be expressed in many ways, from a simple slogan to an entire campaign.

How to position
Your
BRAND

Слайд 5

The position of a brand is its location in the consumer’s mind

The position of a brand is its location in the consumer’s mind
in relation to other products in the category.

The position of a brand based on:

differentiating the brand from competing brands;
creating a brand personality;
combining brand perceptions.

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Must avoid

Should

Look different, such as using complementary colours or differently

Must avoid Should Look different, such as using complementary colours or differently
shaped packaging.

Using the same style of advertising as their competitors, a similar concepts etc, because consumers would not be able to remember which one was which.

Differentiating the brand

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There must be an interesting brand personality

should be appropriate to the

There must be an interesting brand personality should be appropriate to the
audience

be able to engage them on an emotional level.

Emotional engagement creates consumer loyalty.

A distinct personality
can also help to differentiate
the brand from a competing
brand.

Creating a brand personality

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Combining brand perceptions

Luxury High quality Expensive

damage of the brand perceptions

Combining brand perceptions Luxury High quality Expensive damage of the brand perceptions

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When all conditions are complied and performed and are combined into a

When all conditions are complied and performed and are combined into a
clear and distinguishable idea, brand will have a success and right position in the mind of the consumer.

Слайд 10

A product can be positioned based on 2 main platforms:

The Competitor
It’s

A product can be positioned based on 2 main platforms: The Competitor
base on competition. The campaigns are targeted towards competing with other players in the market.

The Consumer
The campaigns and messages are always targeted to the consumer

Слайд 11

Positioning errors

Under positioning- This is a scenario in which customers have a

Positioning errors Under positioning- This is a scenario in which customers have
blurred and unclear idea about the brand.
Over positioning- The customers have too limited awareness of the brand.
Confused positioning- The customers have a confused opinion of the brand.
Double Positioning- The customers do not accept the claims of a brand.

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Error - Confused positioning

Error - Confused positioning

Слайд 13

Positioning by
product attributes
and benefits

Positioning
by
cultural symbols

Positioning
by
competitor

Positioning

Positioning by product attributes and benefits Positioning by cultural symbols Positioning by

by
product class

Positioning
by
price\quality

Positioning by
use or
application.

Positioning
by
product user

7 main
positioning
strategies

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Reebok Easytone

Reebok Easytone

Слайд 15

Easytone 2009

Easytone 2009

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Easytone 2012

Easytone 2012

Слайд 17

The sources

http://greatideaz.wordpress.com/2011/03/22/how-to-position-a-brand/
http://www.brandchannel.com/education_glossary.asp
http://www.managementstudyguide.com/brand-positioning.htm
www.reebok.com/

The sources http://greatideaz.wordpress.com/2011/03/22/how-to-position-a-brand/ http://www.brandchannel.com/education_glossary.asp http://www.managementstudyguide.com/brand-positioning.htm www.reebok.com/
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