Brand Positioning Frameworks for FMCG Marketing

Updated: May 5, 2020

A common misconception among people is that Brand Marketing is basically common sense. A large part of this can be accredited to absence of certifications required in a marketing role unlike Finance or Operations or IT. Though Digital marketing off late has come up with a few certifications, Brand Management broadly is still seen as common sense. While it doesn’t quite matter to a professional, what’s quite important for aspirants is not to fall into the trap. Like most things fun, marketing is as much art as it is a science. So here is a list of a basics in Brand Positioning ,which is probably the first step towards FMCG Brand Marketing

1) Positioning Frameworks: This is the most obvious in the list. The models I recommend using, are the following

a. Brand Key

b. Brand Prism

c. Brand Seed

d. Golden Circle

In my experience of working in creating or re-positioning brands, I’ve often found myself trying to fit my brand positioning into all these frameworks to test for consistency across models. If you feel that no matter the framework you’re able to get the same desired output, more often than not, it implies that you’ve thought about the positioning in detail. While there are many other models, such as Keller brand equity model, Brand Onion, or the Brand Pyramid, one should always try and bring together such models that provide minimal overlap in terms of parameters

2) Concept: The next step is to convert the positioning framework into a concept. While there are many variations of this method, the most basic of them is probably the ACB-Benefit-RTB method.

ACB : Accepted consumer Belief also referred to as the Insight, basically describes the consumer and the problem he/ she faces.

The Benefit is supposed to present the solution to the specific problem articulated in the Accepted consumer belief.

The RTB or Product Truth is the reason to believe in the benefit claim made by the brand.

Often for a brand where the functional benefit is not significantly differentiated, another layer called Pay-off is added. The Pay-off is basically the emotional benefit that the brand offers through the functional benefit. For example refreshment is a functional benefit and sharing happiness is a pay-off for a Coke.

Writing a concept that matches the positioning framework developed will help you simplify the brand proposition to something closer to a consumer articulation. Hence, a concept is the first note that is used in communication development. Here is a fun but controversial example

3) Positioning statement: Another useful tool, though not often used, is the positioning statement framework. The framework basically requires a marketer to explain his/her brand in the following manner.

For < Target Group>

<Brand Name> offers < Product category>

That < Emotional Benefit> by < Functional Benefit> because < Product Truth>

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