BRAND POSITIONING AND CHOOSING

BRAND ELEMENTS TO BUILD BRAND

EQUITY
PRESENTED BY
M. AHSAN HASHMI
REHAN SAMAR
AHSAN MEHMOOD

DEPARTMENT OF MANAGEMENT SCIENCES

Brand Positioning
A marketing strategy that aims to make a
brand occupy a distinct position, relative to
competing brands, in the mind of the
customer.

Five Ways Positioning Strategy

Builds Brand Equity
1. Brand equity is about associations between the brand,
and categories and concepts already in the consumers
mind.
2. A mental network that gets activated in a spreading
3. Too many associations makes the brand fuzzy and
difficult to remember.
4. Strategy is about choosing what you are, then saying
no to everything you are not.
5. Brand positioning builds brand equity by focusing
communications.

Brand Elements

Brand elements
are those
trademarkable
devices that
identify and
differentiate the
brand.

BRAND ELEMENTS CHOICE

CRITERIA

There are six main

criteria for
choosing brand
elements.

Criteria for Choosing Brand Elements

Memorability: Easily Recognized,
Easily Recalled
Meaningfulness: Descriptive,
Persuasive
Likability: Fun & Interesting, Rich Visual
And Verbal Imagery, Aesthetically
Pleasing
Transferability: Within And Across
Product Categories, Across Geographic
Boundaries And Cultures
Adaptability: Flexible, Updatable
Protectability: Legally, Competitively

The latter three-

Transferable
Adaptable
Protectable- defensive and deal with how to leverage and
preserve the equity in a brand element in the face of
opportunities and constraints.

MEMORABLE
How easily is the brand
element recalled and
recognized.
Short brand names.

MEANINGFUL
Is the brand element
credible and
suggestive of the
corresponding
category.
Inherent meaning.

LIKABLE
How aesthetically
appealing is the brand
element.
Concrete brand names.

TRANSFERABLE
Can the brand element be used to
introduce new products in the same or
different categories.
Brand equity across geographic
boundaries and market segments.

ADAPTABLE
How adpatable and updatable
is the brand element.
Changed to synchronize
with the changing consumer
perceptions and preferences.

PROTECTIBLE
How legally protectible is the
brand element. How
competively protectible.
Names that become
synonymous with product
categories.

REFERENCES

Marketing Management,
Thirteen edition, A
South Asian Perspective.
Philip Kotler, Kevin lane
Keller, Abraham Koshy,
Mithileshwar Jha.

LOOKING FORWARD FOR YOUR INPUTS

OR COMMENTS.