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HAVE WE ESTABLISHED A FRAME?
BRAND POSITIONING STARTS WITH ESTABLISHING A FRAME OF REFERENCE, WHICH SIGNALS TO CONSUMERS THE GOAL THEY CAN EXPECT TO ACHIEVE BY USING A BRAND. IN SOME CASES, THE FRAME OF REFERENCE IS OTHER BRANDS IN THE SAME CATEGORY.
SOFTDRINK
CHANGING FRAME
FRAME OF REFERENCE NEEDS TO BE CHANGED ACCORDING TO LIFE CYCLE OF PRODUCT
C
OVERNIGHT DELIVERY AS A FRAME OF REFERENCEAT INTRODUCTARY STAGE
NOW IT’S FRAME OF REFERENCE IS SECURITY AND CONFIDENTALITY
ARE WE LEVERAGING OUR POINTS OF PARITY?
ONCE YOU’VE CHOSEN AN INITIAL FRAME OF REFERENCE, THINK THROUGH THE POINTS OF PARITY THAT MUST BE MET IF CONSUMERS ARE TO PERCEIVE YOUR PRODUCT AS A LEGITIMATE AND CREDIBLE PLAYER WITHIN THAT FRAME?
NEW BRANDS
BRAND EXTENSION
ESTABLISHED BRANDNO LONGER ONLY RAZOR WITH THREE BLADES AND COMFORTABLE SHAVING
DETERMINE WHERE YOUR COMPANY SITS IN THE MARKET
HOW TO DETERMINE YOUR CORPORATE BRAND IDENTITY ?
VISION STATEMENT
WHAT ARE YOUR MOST IMPORTANT PRODUCTS AND SERVICES?
WHAT PRODUCTS AND SERVICES WILL YOU NEVER OFFER?
WHAT IS UNIQUE ABOUT DOING BUSINESS WITH YOUR BRAND?
HOW WOULD YOUR CUSTOMERS DESCRIBE YOUR BRAND?
WHERE DO YOU WANT YOUR COMPANY TO BE IN FIVE YEARS?
MISSION STATEMENT
WHAT ARE THE SPECIFIC MARKET NEEDS THE COMPANY EXISTS TO ADDRESS?
WHAT DOES THE COMPANY DO TO ADDRESS THESE NEEDS?
WHAT ARE THE GUIDING PRINCIPLES THAT DEFINE THE COMPANY'S APPROACH?
WHY DO CUSTOMERS BUY FROM YOU AND NOT YOUR COMPETITION?
ESSENCE
PERSONALITY
ARE YOU LIGHTHEARTED AND FUN?
ARE YOU SERIOUS AND ALL-BUSINESS?
ARE YOU DOWN-TO-EARTH?
ARE YOU PLAYFUL OR MATTER-OF-FACT?
VALUE PROPOSITION
ARE THE POINTS OF DIFFERENCE COMPELLING?
POINTS OF DIFFERENCE—EVEN SEEMINGLY CONTRADICTORY ONES—CAN BE POWERFUL. STRONG, FAVORABLE, UNIQUE ASSOCIATIONS THAT DISTINGUISH A BRAND FROM OTHERS IN THE SAME FRAME OF REFERENCE ARE FUNDAMENTAL TO SUCCESSFUL BRAND POSITIONING
BRAND PERFORMANCE ASSOCIATIONS BRAND IMAGERY ASSOCIATIONSCONSUMER INSIGHT ASSOCIATIONS.
DESIRABLITY
DELIVERABILITY
PUTTING IT ALL TOGETHER
REMEMBER NOT TO PUT CONTRADICTIVE IDEAS
EXPENSIVE AND FAIR PRICED NOT A GOOOD POSITIONING
ASK YOURSELF AAGAIN THOSE THREE QUESTIONS
THANK YOU
JEET PAREKH
@JEET_PAREKH
IIT BHU
UNDER GUIDANCE OF PROF SAMEER MATHUR (IIM LUCKNOW)
JEET PAREKH
Created by --
Indian Institute of Technology ,Banaras Hindu University Varanasi
Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b
During an Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,Lucknow
(www.IIMintenship.com)
