Brand positioning ppt (2)
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The document defines a trademark as a name, symbol, or design used to identify and differentiate the goods or services of one seller from others. Trademarks serve to identify the source or maker of a product and provide valuable functions for firms like securing a competitive advantage and better earnings. A trademark can identify a physical good, service, store, person, organization, place, or idea. Positioning involves differentiating a product from competitors based on attributes like reliability, style, technology, or business focus. Successful positioning depends on understanding customers' needs and framing the product accordingly.
Brand positioning ppt (2)
- 3. “ A name, term, sign, symbol, design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” - American Marketing Association
- 8. IDENTIFICATION OF THE SOURCE OR THE MAKER OF THE PRODUCT.
- 10. TO SECURE A COMPETITIVE ADVANTAGE.
- 11. BETTER EARNING AND PROFIT PERFORMANCE.
- 12. PHYSICAL GOOD SERVICES A STORE A PERSON A PLACE AN ORGANIZATION AN IDEA
- 17. A PERSON( SHAHRUKH KHAN, AMIR KHAN) AN IDEA (FAMILY PLANNING, BLOOD DONATION) AN ORGANIZATION( BRILA GROUP, UNICEF etc.)
- 19. IF WE’RE GOING TO LEARN POSITIONING IT IS NECESSARY TO KNOW ABOUT TWO MARKET GURUS……
- 24. Rule of thumb: when we talk about competitor the new term comes in- DIFFERENTIATION
- 26. Take an example of mobile phone…. RELIABLE STYLISH BUSINESS HI-TECH CLASS
- 27. RELIABLE
- 30. BUSINESS CLASS BLACKBERRY
- 33. The easy way to get in to a person’s mind is to be first. Example : xerox, maggi, The Hindu Newspaper
- 34. The basic approach is not to create something new or different, but manipulate what’s already in the mind of consumer… Example: fair & lovely
- 35. I wish to marry to a handsome man keY inSighT…
- 37. Conventional logic says you find concept inside product. “Not true” Its about looking inside the prospect’s mind
- 38. sprite You won’t find an uncola idea in It inside cola drinker’s head
- 39. The Brand name Why???
- 41. Simple Eg. Lux, Tajmahal Meaningful Eg. Close up, fair & lovely
- 42. Likeable Eg. Bingo, Nano, Scorpio etc. Global Eg. Tajmahal, amazon.com Protectable Eg. Xerox, maggi etc.