How to Position a Brand

Содержание

1. How to Position a Brand
2. Vocabulary Approach - подход; попытка вступить в
3. Слайд 3
4. How to position brand, product, or company
5. The position of a brand is its
6. Must avoid Should Look different, such as
7. There must be an interesting brand personality
8. Combining brand perceptionsLuxury High quality Expensivedamage of the brand perceptions
9. When all conditions are complied and performed
10. A product can be positioned based on
11. Positioning errorsUnder positioning- This is a scenario
12. Error - Confused positioning
13. Positioning by product attributes and benefits Positioning
14. Reebok Easytone
15. Easytone 2009
16. Easytone 2012
17. The sourceshttp://greatideaz.wordpress.com/2011/03/22/how-to-position-a-brand/http://www.brandchannel.com/education_glossary.asphttp://www.managementstudyguide.com/brand-positioning.htmwww.reebok.com/
18. Thanks for your attention
19. Скачать презентанцию

Vocabulary Approach - подход; попытка вступить в переговоры; метод; способ;Appropriate - присваивать; выделять; предназначать; прибрать к рукамBlurry- неясный; туманный; расплывчатый;Engage - заниматься (чем-либо); участвовать; принимать на работу; Distinguishable - различимый; отличимый;

Слайды и текст этой презентации

Слайд 1How to Position a Brand
Lazar Alexandra

Слайд 2Vocabulary
Approach - подход; попытка вступить в переговоры; метод; способ;
Appropriate -

присваивать; выделять; 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

Vocabulary Approach - подход; попытка вступить в переговоры; метод; способ;Appropriate - присваивать; выделять; предназначать; прибрать к рукамBlurry-

Слайд 3

Слайд 4How 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 5The 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.

Слайд 6Must 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

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

Слайд 7There 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

Слайд 8Combining brand perceptions
Luxury High quality Expensive
damage of the

brand perceptions

Слайд 9When 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 10A product can be positioned based on 2 main platforms:

The Competitor

It’s 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

A product can be positioned based on 2 main platforms:

Слайд 11Positioning errors
Under positioning- This is a scenario in which customers

have a 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.

Positioning errorsUnder positioning- This is a scenario in which customers have a blurred and unclear idea about

Слайд 12Error - Confused positioning

Слайд 13Positioning by
product attributes
and benefits

Positioning
by
cultural symbols
Positioning

by
competitor
Positioning
by
product class
Positioning
by
price\quality
Positioning by
use or

application.

Positioning
by
product user

7 main
positioning
strategies

$Positioning by product attributes and benefits Positioning by cultural symbolsPositioning by competitorPositioning by product classPositioning by price\qualityPositioning$

Слайд 14Reebok Easytone

Слайд 15Easytone 2009

Слайд 16Easytone 2012

Слайд 17The 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/

Слайд 18Thanks for your attention

Скачать презентацию

Разделы презентаций

How to Position a Brand

Содержание

Слайды и текст этой презентации

Слайд 1How to Position a Brand
Lazar Alexandra

Слайд 2Vocabulary
Approach - подход; попытка вступить в переговоры; метод; способ;
Appropriate -

присваивать; выделять; предназначать; прибрать к рукам
Blurry- неясный; туманный; расплывчатый;
Engage -

Слайд 3

Слайд 4How to position brand, product, or company might be the

most important aspect of a marketing communications plan.

Brand positioning

Слайд 5The position of a brand is its location in the

consumer’s mind in relation to other products in the category.

Слайд 6Must avoid
Should
Look different, such as using complementary colours

or differently shaped packaging.
Using the same style of advertising as

Слайд 7There must be an interesting brand personality
should be appropriate

to the audience
be able to engage them on an

Слайд 8Combining brand perceptions
Luxury High quality Expensive
damage of the

brand perceptions

Слайд 9When all conditions are complied and performed and are combined

into a clear and distinguishable idea, brand will have a

Слайд 10A product can be positioned based on 2 main platforms:

The Competitor

It’s base

Слайд 11Positioning errors
Under positioning- This is a scenario in which customers

have a blurred and unclear idea about the brand.
Over positioning-

Слайд 12Error - Confused positioning

Слайд 13Positioning by
product attributes
and benefits

Positioning
by
cultural symbols
Positioning

by
competitor
Positioning
by
product class
Positioning
by
price\quality
Positioning by
use or

Слайд 14Reebok Easytone

Слайд 15Easytone 2009

Слайд 16Easytone 2012

Слайд 17The 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/

Слайд 18Thanks for your attention

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How to Position a Brand

Содержание

Слайды и текст этой презентации

Слайд 1How to Position a BrandLazar Alexandra

Слайд 2Vocabulary Approach - подход; попытка вступить в переговоры; метод; способ;Appropriate -

присваивать; выделять; предназначать; прибрать к рукамBlurry- неясный; туманный; расплывчатый;Engage -

Слайд 3

Слайд 4How to position brand, product, or company might be the

most important aspect of a marketing communications plan. Brand positioning

Слайд 5The position of a brand is its location in the

consumer’s mind in relation to other products in the category.

Слайд 6Must avoid Should Look different, such as using complementary colours

or differently shaped packaging.Using the same style of advertising as

Слайд 7There must be an interesting brand personality should be appropriate

to the audience be able to engage them on an

Слайд 8Combining brand perceptionsLuxury High quality Expensivedamage of the

brand perceptions

Слайд 9When all conditions are complied and performed and are combined

into a clear and distinguishable idea, brand will have a

Слайд 10A product can be positioned based on 2 main platforms:

The CompetitorIt’s base

Слайд 11Positioning errorsUnder positioning- This is a scenario in which customers

have a blurred and unclear idea about the brand.Over positioning-

Слайд 12Error - Confused positioning

Слайд 13Positioning by product attributes and benefits Positioning by cultural symbolsPositioning

by competitorPositioning by product classPositioning by price\qualityPositioning by use or

Слайд 14Reebok Easytone

Слайд 15Easytone 2009

Слайд 16Easytone 2012

Слайд 17The sourceshttp://greatideaz.wordpress.com/2011/03/22/how-to-position-a-brand/http://www.brandchannel.com/education_glossary.asphttp://www.managementstudyguide.com/brand-positioning.htmwww.reebok.com/

Слайд 18Thanks for your attention

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Обратная связь

Что такое TheSlide.ru?

Слайд 1How to Position a Brand
Lazar Alexandra

Слайд 2Vocabulary
Approach - подход; попытка вступить в переговоры; метод; способ;
Appropriate -

присваивать; выделять; предназначать; прибрать к рукам
Blurry- неясный; туманный; расплывчатый;
Engage -

most important aspect of a marketing communications plan.

Brand positioning

Слайд 6Must avoid
Should
Look different, such as using complementary colours

or differently shaped packaging.
Using the same style of advertising as

Слайд 7There must be an interesting brand personality
should be appropriate

to the audience
be able to engage them on an

Слайд 8Combining brand perceptions
Luxury High quality Expensive
damage of the

The Competitor

It’s base

Слайд 11Positioning errors
Under positioning- This is a scenario in which customers

have a blurred and unclear idea about the brand.
Over positioning-

Слайд 13Positioning by
product attributes
and benefits

Positioning
by
cultural symbols
Positioning

by
competitor
Positioning
by
product class
Positioning
by
price\quality
Positioning by
use or

Слайд 17The 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/