Advertising and Public Relations · TEE · read

Positioning and repositioning

Unit 3.1–3.2 · Brands and brand management

M2 notes pp11–15

Definition. Positioning establishes a relevant and distinctive place for a brand in the target audience’s mind relative to alternatives. Repositioning deliberately changes that intended place or association.

In simple words. Kiske liye, kya benefit, competitors se alag kyun?

Understand it step by step

  1. Target and frame: say whom the brand serves and which category or alternatives it competes with.
  2. Benefit: select a relevant promise rather than a random list of features.
  3. Reason to believe: provide product evidence or a credible demonstration. Distinctiveness without credibility is weak.
  4. Repositioning: may address a changing audience, new need or changed competitive context. It is not simply changing the logo or entering any new category.

See it in use

Practice question. Explain brand positioning with an example. [3 practice marks]

Answer

Positioning defines how a brand should be perceived by a chosen audience compared with alternatives. It links a relevant benefit to a category need and a credible reason to believe. A clear position guides both the advertising message and the actual customer experience.

Yaad rakho: Target + category + benefit + proof.