Distinguish between brand image and positioning.
| Brand Positioning
I. It is a distinctive position the brand creates in the mind of the prospect. |
Brand Image
It is the distinctive impression the brand creates in the mind of the prospect. |
| II. It is the outcome of
segmentation & targeting. It is also the outcome of product positioning. |
It is the outcome of the brand
association & brand personality. |
| III. It is very difficult to change the
positioning of a product, as the entire marketing strategy has to be re-worked. |
It is very easy to change the brand
image of a brand, if the brand is addressing a different segment of the market. |
| IV. Positioning is derived from the
marketing plan of a company. |
Brand image is a part of brand
management. |
| V. Positioning is a “PUSH”
strategy. |
Image is a “PULL” strategy. |
| VI. It is developed before the
advertising campaign is finally derived. |
It is the outcome of the advertising. In
other words, it can be perceived only after the advertising is screened. |
| VII. Positioning can be an ultimate
differentiate for a brand. |
Although, image tries to provide
distinctiveness, sometimes it is repeated by some brand. |
| VIII. Positioning is usually done on
the user segment. |
Image can appeal to the non-users of
the brand also. |
| IX. Positioning is usually done by
the marketer/advertiser. |
Image is the derived outcome of the
target market. |
| X. It is usually done on the brand’s
features or appeal. |
It is usually more on emotional plank
sometimes using celebrities to create an image. Not much on brand features. |
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