evRvi Ae¯’vb MÖnY I eª¨vÛ cª¯‘ZKiY 7

Market Positioning and Creating Brand

eZ©gvb mg‡q gy³ evRvi I wek^ evwY‡R¨i Kvi‡Y cÖwZ‡hvwMZv w`b w`b evo‡Q| cÖwZ‡hvMx cÖwZôvb hvi hvi Ae¯’vb
wUwK‡q ivLvi Rb¨ memgqB Zrci _v‡K| GBKvi‡Y cÖwZôvb‡K memgqB mZK© _vK‡Z nq I wewfbœ
mg‡qv‡cv‡hvMx I cwiw¯’wZi Dci wbf©i K‡i wfbœ wfbœ †KŠkj Aej¤^b Ki‡Z nq| cÖwZ‡hvMxZvq wU‡K _vKvi Rb¨
cÖwZôvb eª¨vÛ cÖwZôv K‡i wb‡Ri Ae¯’vb K‡i I cÖwZ‡hvMx‡`i ‡gvKv‡ejv K‡i| BDwbU 7 cÖ_‡gB D‡jøL Kiv
n‡q‡Q- evRvi Ae¯’vbMÖnY Kx; evRvi Ae¯’vbMÖnY ‡KŠkj Ges c„_KxKiY Kx I Zvi †KŠkjmg~n| GB BDwb‡Ui
wØZxq cv‡V eY©bv Kiv n‡q‡Q eª¨vÛ Kx; eª¨vwÛs G Kx ai‡Yi wm×všÍ †bIqv nq; Ges me©‡k‡l eª¨vÛ BKz¨BwU Kx
f~wgKv iv‡L Zv e¨vL¨v Kiv n‡q‡Q| Z…Zxq cv‡V eª¨vÛ Ae¯’vbMÖn‡Yi Rb¨ cÖwZ‡hvMxZvg~jK †d«g Ae †idv‡iÝ Kx
Zv e¨vL¨v Kiv n‡q‡Q; cv_©K¨ wb‡`©kK we›`y I c‡q›Um Ae c¨vwiwU m¤ú‡K© eY©bv Kiv n‡q‡Q; Ges eª¨vÛ gš¿ m¤ú‡K©
aviYv †`Iqv n‡q‡Q|

BDwbU mgvwßi mgq BDwbU mgvwßi m‡e©v”P mgq `yB mßvn

G BDwb‡Ui cvVmg~n
cvV - 7.1 : evRvi Ae¯’vbMÖnY I c„_KxKiY
cvV - 7.2 : eª¨vÛ cÖ¯‘ZKiY
cvV - 7.3 : eª¨vÛ Ae¯’vbMÖnY
 weweG †cÖvMÖvg

cvV-7.1 evRvi Ae¯’vbMÖnY I c„_KxKiY

Market Positioning and Differentiation

D‡Ïk¨
G cvV †k‡l Avcwb-

evRvi Ae¯’vbMÖnY Kx Zv e¨vL¨v Ki‡Z cvi‡eb;

evRvi Ae¯’vbMÖnY ‡KŠkj m¤ú‡K© eY©bv Ki‡Z cvi‡eb; Ges

c„_KxKiY Kx I Zvi †KŠkjmg~n e¨vL¨v Ki‡Z cvi‡eb|
evRvi wef³ I jÿ¨vqb †KŠkj wbav©iY Kivi ci wecYbKvix evRvi Ae¯’vbMÖnY Kivi wm×všÍ MÖnY K‡i|
cÖwZ‡hvwMZvg~jK evRv‡i GKB evRv‡i GKB ai‡Yi cY¨ I †mev wb‡q A‡bK cÖwZôvb wewfbœ wecYb Kvh©µg MÖnY
K‡i| d‡j A‡bKmgqB †µZv I †fv³v cÖwZ‡hvMx cÖwZôvb‡`i cY¨ I †mevi g‡a¨ cv_©K¨ Ki‡Z cv‡i bv| GB
Kvi‡Y wecYbKvix‡K ‰ewPΨc~Y© cY¨ cÖ¯‘Z K‡i Ges wecYbKvix evRvi Ae¯’vb MÖn‡Yi gva¨‡g †µZvi wbKU
wewfbœfv‡e MÖnY‡hvM¨Zv evov‡bvi †Póv K‡i| †µZvi g‡b ¯’vb ‰Zwi I a‡i ivLvi Rb¨ wecYbKvix evRvi
Ae¯’vbMÖn‡Yi Rb¨ wewfbœ †KŠkj Aej¤^b K‡i|

evRvi Ae¯’vbMÖnY Kx?

What is Market Positioning?
wecYbKvix cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ †µZv‡`i cÖ‡qvRb I AvMÖ‡ni Dci wfwË K‡i wecYb †KŠkj wbav©iY
K‡i| evRvi Ae¯’vbMÖnY n‡jv wecYbKvix KZ…K © ‡µZvi g‡b c‡Y¨i cÖwZ‡hvwMZvg~jK Ae¯’vb ˆZwii cÖwµqv|
A_v©r †Kv‡bv c‡Y¨i Ae¯’vb ej‡Z †fv³v cY¨wUi ˆewk‡ó¨i wfwˇZ cY¨‡K Kxfv‡e msÁvwqZ Ki‡Q Ges cÖwZ‡hvwM
c‡Y¨i †cÖwÿ‡Z D³ cY¨ †µZvi g‡b †h ¯’vb `Lj K‡i Av‡Q Zv‡K eySvq| Philip Kotler & Gary Armstrong
evRvi Ae¯’vbMÖnY‡K msÁvwqZ K‡i‡Qb GBfv‡e ÒevRvi Ae¯’vbMÖnY n‡jv cÖwZôv‡bi wecYb Ac©b I fveg~wZ©
wWRvBb Kivi Ggb GKwU cÖwµqv hvi gva¨‡g cÖwZôvb Afxó evRvi ‡µZvi g‡b GKwU ¯^Zš¿ ¯’vb `Lj Ki‡Z
cv‡i|Ó wecYbKvix c‡Y¨i Ae¯’vb ˆZwi Kivi Rb¨ wewfbœ cwiKíbv MÖnY I †KŠkj Aej¤^b K‡i †hb Zv wbav©wiZ
evRv‡i m‡e©vËg Ae¯’vb ˆZwi Ki‡Z cv‡i| †hgb- fj‡ev Mvwo ej‡Z ÔwbivcËvÕ‡K eySvq, evRv‡i fj‡fv Mvwo
wbivc` hvbevnb wn‡m‡e cwiwPZ Gi KviY n‡jv cÖwZôvbwU wbivc` ‰ewk‡ó¨i Dci ¸iæZ¡ w`‡q †mB Abyhvwq cY¨
cÖ¯‘Z, g~j¨ wbav©iY, eÈb cÖYvjx wbav©iY I wecYb cÖmv‡ii Kvh©µg MÖnY K‡i‡Q| Avevi, jv· mvevb †mŠ›`‡h©i
cÖZxK Gi gva¨‡g jv· †fv³v‡`i g‡b GKwU wbw`©ó ¯’vb `Lj K‡i Av‡Q|

evRvi Ae¯’vbMÖnY ‡KŠkj

Market Positioning Strategies
evRvi Ae¯’vbMÖn‡Yi Rb¨ wewfbœ †KŠkj Aej¤^b Kiv nq| GBmKj †KŠk‡ji g‡a¨ i‡q‡Q c‡Y¨i ‰ewkó¨wfwËK
†KŠkj, c‡Y¨i DcKvwiZvwfwËK †KŠkj, c‡Y¨i g~j¨ I ¸YMZgvbwfwËK †KŠkj, c‡Y¨i e¨enviwfwËK †KŠkj,
c‡Y¨i †kÖwYwfwËK †KŠkj, c‡Y¨i e¨enviKvixwfwËK †KŠkj, cÖwZ‡hvMxi †cÖwÿ‡Z †KŠkj Ges mvs¯‹…wZK
wPýwfwËK †KŠkj| wecYbKvix GBmKj †KŠkj †_‡K cwiw¯’wZ Abyhvqx GK ev GKvwaK †KŠkj Aej¤^b Ki‡Z
cv‡i|

BDwbU mvZ c„ôvÑ88

evRvi Ae¯’vb MÖnY I eª¨vÛ cª¯‘ZKiY

c„_KxKiY Kx?
What is Differentiation?
†h †KŠkj Aej¤^b K‡i cÖwZôvb A_©c~Y© I g~j¨evb ‰ewk‡ó¨i wfwˇZ wb‡Ri AcY©‡K cÖwZ‡hvwM‡`i AcY© †_‡K
wfbœfv‡e Dc¯’vcb Ki‡Z cv‡i †mB †KŠkj‡K c„_KxKiY ejv nq|
Gi gva¨‡g cÖwZôvb `xN©w`b a‡i cÖwZ‡hvwMZvq wU‡K _vK‡Z cv‡i| wecYbKvix mvaviYZ cvuPwU Dcv‡q Zvi
AcY©‡K c„_KxKiY K‡i _v‡K hv wPÎ 7.1 G †`Lv‡bv n‡jv|

cY¨ ‡mev Kgx© cÖYvjx fveg~wZ©

AvK…wZ mnR digv‡qk ‡hvM¨Zv we¯Í…wZ cÖZxK
‰ewkó¨ ‡Wwjfvwi wkóvPvi `ÿZv I AwfÁZv gva¨g
Kvh© m¤úv`b ms¯’vcb wek^vm‡hvM¨Zv Kvh© m¤úv`b cwi‡ek
cÖwZkÖæZ gvb ‡µZv cÖwkÿY wbf©i‡hvM¨Zv B‡f›U
¯’vwqZ¡Zv ‡µZvi civgk© `ªæZ mvov cÖ`vb
wbf©i‡hvM¨Zv iÿYv‡eÿY I ‡hvMv‡hvM
‡givgZ‡hvM¨Zv †givgZ
÷vBj wewea †mev
wWRvBb
wPÎ 7.1: c„_KxKi‡Yi PjKmg~n

GB mKj c„_KxKiY PjKmg~n e¨envi K‡i cÖwZôvb Zvi AcY©‡K cÖwZ‡hvMx‡`i AcY© †_‡K ¯^Zš¿ Dcv‡q Dc¯’vcb
Ki‡Z cv‡i| hvid‡j e¨emvwqK cÖe„w× ARb© Kiv m¤¢e nq|

mvims‡ÿc:

wecYbKvix cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ †µZv‡`i cÖ‡qvRb I AvMÖ‡ni Dci wfwË K‡i wecYb †KŠkj wbav©iY
K‡i| evRvi Ae¯’vbMÖnY n‡jv wecYbKvix KZ…K © ‡µZvi g‡b c‡Y¨i cÖwZ‡hvwMZvg~jK Ae¯’vb ˆZwii cÖwµqv|
evRvi Ae¯’vbMÖn‡Yi Rb¨ †hme †KŠkj Aej¤^b Kiv nq; †m¸‡jv n‡jv c‡Y¨i ‰ewkó¨wfwËK †KŠkj, c‡Y¨i
DcKvwiZvwfwËK †KŠkj, c‡Y¨i g~j¨ I ¸YMZgvbwfwËK †KŠkj, c‡Y¨i e¨enviwfwËK †KŠkj, c‡Y¨i
†kÖwYwfwËK †KŠkj, c‡Y¨i e¨enviKvixwfwËK †KŠkj, cÖwZ‡hvMxi †cÖwÿ‡Z †KŠkj Ges mvs¯‹…wZK wPýwfwËK
†KŠkj| Avevi, †h †KŠkj Aej¤^b K‡i cÖwZôvb A_©c~Y© I g~j¨evb ‰ewk‡ó¨i wfwˇZ wb‡Ri AcY©‡K
cÖwZ‡hvwM‡`i AcY© †_‡K wfbœfv‡e Dc¯’vcb Ki‡Z cv‡i †mB †KŠkj‡K c„_KxKiY ejv nq| wecYbKvix cY¨,
‡mev, Kgx©, cÖYvjx I fveg~wZ©i Dci wfwË K‡i c„_KxKi‡Yi †KŠkj MÖnY K‡i _v‡K|

BDwbU mvZ c„ôvÑ 89

 weweG †cÖvMÖvg

cvV-7.2
eª¨vÛ cÖ¯‘ZKiY
Creating Brand

D‡Ïk¨
G cvV †k‡l Avcwb-

eª¨vÛ Kx Zv ej‡Z cvi‡eb;

eª¨vwÛs wm×všÍmg~n eY©bv Ki‡Z cvi‡eb; Ges

eª¨vÛ BKz¨BwU Kx Zv e¨vL¨v Ki‡Z cvi‡eb|

cÖwZ‡hvwMZvq wU‡K _vKvi Rb¨ wecYbKvix wewfbœ Kvh©µg MÖnY K‡i| eª¨vÛ cÖ¯‘Z Kivi gva¨‡g wecYbKvix
c‡Y¨i GKwU Awfbœ cwiPq ˆZwi K‡i| GB eª¨vÛ cÖ¯‘‡Zi Rb¨ wewfbœ mg‡qvc‡hvMx wm×všÍ MÖnY Ki‡Z nq|
eª¨vÛ mdjfv‡e cÖwZwôZ n‡j wecYbKvix eª¨vÛ BKz¨BwUi gva¨‡g cÖwZ‡hvMxZvi evRv‡i Kvh©Kifv‡e wU‡K
_vK‡Z cv‡i|
eª¨vÛ Kx?
What is Brand?
eª¨vÛ n‡jv †Kv‡bv wPý, cÖZxK, bKkv, bvg ev GBmewKQzi mswgkÖY, hv wecYbKvix cÖwZ‡hvMx cY¨ ev †mev †_‡K
c„_K Kivi Rb¨ e¨envi K‡i| Philip Kotler & Gary
Armstrong eª¨vÛ‡K msÁvwqZ K‡i‡Qb GBfv‡e, ÒcY¨ ev †mev
Drcv`bKvix ev we‡µZv cY¨ ev †mev wPwýZ Kivi Rb¨ †h mKj
bvg, Uvg©, ms‡KZ, cÖZxK ev bKkv A_ev GBmewKQzi wgkÖ‡Y hv
e¨envi K‡i Zv‡K eª¨vÛ e‡j|Ó mvaviYZ wkí c‡Y¨i Zzjbvq
†fvM¨ c‡Y¨i †ÿ‡Î eª¨vÛ †ewk e¨eüZ nq| ‡hgb- †iv‡j· Nwo,
weGgWweøD Mvwo, mwb wUwf BZ¨vw` AvšÍRv© wZK cÖwZwôZ wKQz wPÎ bs 7.2: MÖvgxb‡dvb I evsjvwjs‡Ki ‡jv‡Mv
eª¨v‡Ûi bvg| evsjv‡`‡k MÖvgxb‡dvb mv`v-bxj is Gi wgkÖ‡Y B›Uvi‡bU Drm: https://www.grameenphone.com/
& https://www.banglalink.net/
wZbwU cvZv w`‡q Zv‡`i eª¨vÛ ˆZwi K‡i‡Q| Avevi, evsjvwjsK
Kgjv I Kv‡jv i‡Oi wgkÖ‡Y †WvivKvUv bKkvi gva¨‡g Zvi eª¨vÛ‡K cÖ¯Z‘ K‡i‡Q| †µZv GB `yBwU cÖwZôvb‡K Lye
mn‡RB Avjv`v Ki‡Z cv‡i Zv‡`i cÖwZwôZ wPý ev cÖZx‡Ki gva¨‡g| eª¨vÛ cÖwZôv Kivi gva¨‡g †µZv I we‡µZv
DfqB wewfbœ myweav †fvM Ki‡Z cv‡i| †µZv eª¨v‡Ûi gva¨‡g cY¨ wPwýZ Ki‡Z cv‡i mn‡R, c‡Y¨i cÖwZ Av¯’v
ˆZwi nq, cY¨ evQvB‡q myweav nq, mgq I cwikÖg mvkÖq nq, Ab¨vb¨ c‡Y¨i mv‡_ Zzjbv Ki‡Z cv‡i Ges cÖZvwiZ
nevi m¤¢vebv Kg _v‡K| Avevi, we‡µZvI eª¨vÛ cÖ¯‡‘ Zi gva¨‡g wKQz myweav †fvM K‡i| eª¨vÛ cÖ¯‡‘ Zi gva¨‡g
we‡µZv evRvi wbqš¿Y Ki‡Z cv‡i, fveg~wZ© ˆZwi Ki‡Z cv‡i, cÖwZ‡hvwMZvq mdjfv‡e wU‡K _vK‡Z cv‡i, bKj
cÖwZnZ Ki‡Z cv‡i Ges evRvi m¤úªvmviY KivI mnR nq|

eª¨vwÛs wm×všÍmg~n
Branding Decisions
eª¨vwÛs n‡jv Ggb GKwU cY¨‡K Ab¨ †Kv‡bv cY¨ †_‡K Avjv`v Kivi Rb¨ ms‡KZ, wPý, bvg, cÖZxK, wWRvBb, ev
Ab¨ †Kv‡bv ‰ewkó¨ e¨envi Kivi mv‡_ m¤ú…³ mKj Kvh©µ‡gi mgwó| cÖwZôvb mvaviYZ eª¨vÛ m¤úwK©Z †hme
wm×v‡šÍi gy‡LvgwL nq Zv wPÎ 7.3 G †`Lv‡bv n‡jv-

BDwbU mvZ c„ôvÑ90

evRvi Ae¯’vb MÖnY I eª¨vÛ cª¯‘ZKiY

eªª¨vwÛs eª¨vÛ c„ô‡cvlK eª¨vÛ bvg eª¨vÛ †KŠkj eª¨vÛ

 GKK eª¨vÛ bvg cybtAe¯’vbMÖnY
 eª¨vÛ  Drcv`‡Ki eª¨vÛ  mvwi ewa©ZKiY
 eª¨vÛwenxb  e¨w³MZ eª¨vÛ  mKj cY¨  eª¨vÛ ewa©ZKiY  eª¨v‡Ûi
 jvB‡mÝ eª¨vÛ cwiev‡ii Rb¨  eû eª¨vÛ cybtAe¯’vb MÖnY
GKwU eª¨vÛ bvg  bZzb eª¨vÛ  eª¨v‡Ûi
 cÖ‡Z¨K cY¨  mn eª¨vÛ cybtAe¯’vb MÖnY
cwiev‡ii Rb¨ bv Kiv
c„_K eª¨vÛ bvg
 cÖwZôv‡bi
e¨w³MZ eª¨vÛ
bvg

wPÎ 7.3: eª¨vwÛs wm×všÍmg~n

1. eªª¨vwÛs wm×všÍ (Branding Decicions): wecYbKvix cÖ_‡gB wm×všÍ †bq †h cY¨ wecY‡b eª¨vÛ Kiv n‡e wK
n‡e bv| eª¨vÛ e¨env‡i †ek wKQz myweav i‡q‡Q †hgb- †µZv c‡Y¨i gvb m¤ú‡K© AeMZ _v‡K Avevi
cwiwPwZ ‰Zwi Kiv m¤¢e nq| Ab¨w`‡K we‡µZv ¯’vqx I AbyMZ †µZv m„wó Ki‡Z cv‡i|

2. eª¨vÛ c„ô‡cvlK wm×všÍ (Brand Sponsor Decisions): eª¨vÛ c„ô‡cvl‡Ki †ÿ‡Î wecYbKvix wZb ai‡Yi
wm×všÍ wb‡Z cv‡i| (K) Drcv`bKvix wb‡R †h eª¨vÛ ˆZwi ev Drcv`b Ges wecYb K‡i ZLb Zv‡K
Drcv`‡Ki eª¨vÛ e‡j| (L) ga¨¯’ e¨emvqx hLb wb‡Ri eª¨vÛ bv‡g cY¨ wecYb K‡i ZLb Zv‡K e¨w³MZ
eª¨vÛ e‡j| (M) ‡Kvb †Kv¤úvwb hLb wb‡Ri e¨eüZ ev ˆZwiK…Z cY¨ ev †mevi bvg Ab¨ Drcv`‡Ki eª¨vÛ
bv‡g UvKvi wewbg‡q weµq Kivi jvB‡mÝ ‡`q ZLb Zv‡K jvB‡mÝ eª¨vÛ e‡j|

3. eª¨vÛ bvg wm×všÍ (Brand Name Decisions): ‡h‡Kvb cÖwZôv‡bi Rb¨ eª¨vÛ bvg wbev©Pb Kiv GKwU
¸iæZ¡c~Y© welq| G‡ÿ‡Î wecYbKvix mnR, my›`i, g‡b ivLvi g‡Zv I A_©c~Y© eª¨vÛ bvg Zviv wbe©vPb K‡i
_v‡K| G‡ÿ‡Î Pvi ai‡Yi †KŠkj Aej¤^b Kiv nq| h_v- (K) cÖwZôvb hLb cÖwZwU c‡Y¨i Rb¨ mywbw`©ó
eª¨vÛ bvg e¨envi K‡i ZLb Zv‡K GKK eª¨vÛ bvg e‡j| (L) cÖwZôv‡bi Drcvw`Z mKj c‡Y¨i Rb¨ GKwU
bvgB e¨envi Ki‡Z cv‡i G‡Z cÖwZôv‡bi M‡elYv I weÁvcb LiP Kg nq| (M) cÖwZôvb m¤ú~Y© wfbœ
ai‡Yi cY¨ Drcv`b K‡i, cÖwZwU wfbœ wfbœ cY¨cwiev‡ii Rb¨ Avjv`v Avjv`v cY¨ bvg wbav©iY Ki‡Z
cv‡i| (N) A‡bK‡ÿ‡Î cÖwZôvb Drcvw`Z c‡Y¨i Rb¨ Avjv`v Avjv`v bvg e¨envi Ki‡jI Gi mv‡_ mv‡_
cÖwZôv‡bi bvgI e¨envi Ki‡Z cv‡i|

4. eª¨vÛ †KŠkj wm×všÍ (Brand Strategy Decisions): cÖwZôvb eª¨vÛ †KŠkj Aej¤^b Kivi †ÿ‡Î
Kvh©wfwËK, fveg~wZ© I cixÿvg~jK eª¨vÛ evRv‡i Dc¯’vcb Ki‡Z cv‡i| cÖwZ‡hvwMZvg~jK evRv‡i cÖwZôvb
Pviai‡Yi †KŠkj e¨envi K‡i _v‡K| h_v- (K) evRv‡i cÖPwjZ eª¨v‡Ûi mdj bvg e¨envi K‡i GKB
cY¨wefv‡Mi c‡Y¨i is, wWRvBb, †gvo‡Ki mvgvb¨ ms‡hvRb I cwieZ©b K‡i evRv‡i Avbv‡K cY¨ mvwi
ewa©ZKiY e‡j| (L) GKwU mdj eª¨vÛ e¨envi K‡i bZzb ‡Kv‡bv cY¨ wefv‡M bZzb cY¨ evRv‡i
mieivn‡K eª¨vÛ ewa©ZKiY e‡j| (M) cÖwZôv‡bi eZ©gvb cY¨wefv‡Mi g‡a¨ Av‡Mi eª¨vÛ¸‡jvi mv‡_ bZzb
†Kv‡bv eª¨vÛ AšÍ©f~³ Kiv n‡j Zv‡K eû eª¨vÛ e‡j| cÖwZôvb hLb bZzb cY¨wefv‡Mi Rb¨ bZzb †Kv‡bv
eª¨vÛ wb‡q evRv‡i cÖ‡ek K‡i ZLb Zv‡K bZzb eª¨vÛ e‡j|

BDwbU mvZ c„ôvÑ 91

 weweG †cÖvMÖvg

5. eª¨vÛ cybtAe¯’vbMÖnY wm×všÍ (Brand Repositioning Decisions): cÖwZôvb wbw`©ó mgq ci ci

wbqwgZfv‡e Zvi eª¨vÛmg~‡ni kw³kvjx I `yej © w`K we‡kølY K‡i Ges wm×všÍ †bq eª¨v‡Ûi
cybtAe¯’vbMÖnY Kiv cÖ‡qvRb wKbv|

eª¨vÛ BKz¨BwU Kx?

What is Brand Equity?
mdjfv‡e eª¨vÛ cÖ¯‘Z Kivi gva¨‡g cÖwZôvb eª¨vÛ BKz¨BwUi myweav †fvM Ki‡Z cv‡i eª¨vÛ I eª¨vwÛs Gi gva¨‡g
†fv³v‡`i‡K cÖfvweZ Kivi Rb¨
cÖwZôvb †h myweav †fvM K‡i Zv‡KB Rank Brand Brand value Industry
eª¨vÛ BKy¨BwU e‡j| A_v©r eª¨vÛ
#1 Apple $241.2B Technology
BKz¨BwU n‡jv eª¨v‡Ûi mvwe©K kw³ hv
evRvi Ae¯’vb I cÖwZôv‡bi f¨vjy
m„wó‡Z mnvqZv K‡i| Gi gva¨‡g #2 Google $207.5B Technology
cÖwZ‡hvwMZvg~jK evRv‡i
wecYbKvixi wecYb Kvh©µ‡g SyuwK #3 Microsoft $162.9B Technology
n«vm cvq; ‡µZv I †fv³vi g‡a¨
AvbyMZ¨Zv (Loyalty) e„w× cvq; g~j¨
#4 Amazon $135.4B Technology
e„w× †c‡jI †µZvi g‡a¨ AwaK
Abgbxq cÖwZwµqv jÿ¨ Kiv hvq|
#5 Facebook $70.3B Technology
Avevi D”P eª¨vÛ BKz¨BwUi Kvi‡Y
e¨emv‡q mn‡hvwMZv I mg_©b e„w× wPÎ bs 7.4: we‡k^i g~j¨evb eª¨vÛmg~n 2020 i¨vswKs
cvq| D`vniY wn‡m‡e, cÖhyw³ (m~Î: ‡dviem I‡qemvBU 2020)
m¤úwK©Z wk‡í G¨v‡cj (Apple) eª¨v‡Ûi m‡ev©”P BKz¨BwU f¨vjy hv cÖvq 241.2 wewjqb BDGm Wjvi| wPÎ 7.4
we‡k^i g~j¨evb eª¨vÛmg~‡ni 2020 mv‡ji i¨vswKs Abyhvqx Z_¨ †`Iqv n‡q‡Q| wecYbKvix‡K eª¨vÛ BKz¨BwU
e¨e¯’vcbv wb‡Z nq KviY Gi gva¨‡g †fv³v‡`i gv‡S eª¨v‡Ûi kw³kvjx Av‡e`b m„wó Kiv hvq Ges fwel¨‡Z
wecY‡bi Kvh©µg mdjfv‡e m¤úbœ Kiv m¤¢e nq|

mvims‡ÿc:
eª¨vÛ n‡jv †Kv‡bv wPý, cÖZxK, bKkv, bvg ev GBmewKQzi mswgkÖY, hv wecYbKvix cÖwZ‡hvMx cY¨ ev †mev †_‡K
c„_K Kivi Rb¨ e¨envi K‡i| eª¨vÛ cÖwZôv Kivi gva¨‡g †µZv I we‡µZv DfqB wewfbœ myweav †fvM Ki‡Z
cv‡i| eª¨vwÛs n‡jv Ggb GKwU cY¨‡K Ab¨ †Kv‡bv cY¨ †_‡K Avjv`v Kivi Rb¨ ms‡KZ, wPý, bvg, cÖZxK,
wWRvBb, ev Ab¨ †Kv‡bv ‰ewkó¨ e¨envi Kivi mv‡_ m¤ú…³ mKj Kvh©µ‡gi mgwó| eª¨vwÛs-G †hme wm×všÍ
†bIqv nq †m¸‡jv n‡jv - eªª¨vwÛs, eª¨vÛ c„ô‡cvlK, eª¨vÛ bvg, eª¨vÛ †KŠkj I eª¨vÛ cybtAe¯’vbMÖnY wm×všÍ|
eª¨vÛ I eª¨vwÛs Gi gva¨‡g †fv³v‡`i‡K cÖfvweZ Kivi Rb¨ cÖwZôvb †h myweav †fvM K‡i Zv‡KB eª¨vÛ BKy¨BwU
e‡j|

BDwbU mvZ c„ôvÑ92

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cvV-7.3 eª¨vÛ Ae¯’vb MÖnY

Positioning Brand
D‡Ïk¨

G cvV †k‡l Avcwb-

cÖwZ‡hvMxZvg~jK †d«g Ae †idv‡iÝ Kx e¨vL¨v Ki‡Z cvi‡eb;

cv_©K¨ wb‡`©kK we›`y I c‡q›Um Ae c¨vwiwU m¤ú‡K© eY©bv Ki‡Z cvi‡eb; Ges

eª¨vÛ gš¿ Kx Zv ej‡Z cvi‡eb|

wecYbKvix wKfv‡e evRvi wef³KiY, jÿ¨vqb I Ae¯’vbMÖn‡Yi Kvh©µg MÖnY K‡i‡Q Zvi Dci wbf©i K‡i wecYb
†KŠkj MÖnY Kiv nq| evRv‡i Ae¯’vbMÖn‡Yi Rb¨ eª¨vÛ GKwU ¸iæZ¡c~Y© f~wgKv cvjb K‡i| ‡µZvi g‡b cÖwZ‡hvMx
cÖwZôvb‡`i Zzjbvq AvKlY©xq I mejfv‡e wb‡Ri eª¨v‡Ûi ¸Yv¸Y, ˆewkó¨ I fveg~wZ© ˆZwii cÖwµqv‡K eª¨vÛ
Ae¯’vbMÖnY ejv nq| ‡µZv‡`i g‡b cÖwZôv‡bi AbyK~j Ae¯’vb ˆZwi Kivi Rb¨ wecYbKvix wZbwU av‡c KvR
Ki‡Z cv‡i| ‡m¸‡jv n‡jv - (1) cÖwZ‡hvwMZvg~jK †d«g Ae †idv‡iÝ cÖ¯Z ‘ KiY, (2) cv_©K¨ wb‡`©kK we›`y I
c‡q›Um Ae c¨vwiwU kbv³KiY Ges (3) eª¨vÛ gš¿ m„wó|

cÖwZ‡hvMxZvg~jK †d«g Ae †idv‡iÝ

Competitive Frame of Reference
†d«g Ae †idv‡i‡Ýi gva¨‡g cÖwZ‡hvMxZvg~jK we‡kølY K‡i cÖwZ‡hvMxZvq wjß A‡bK¸‡jv eª¨v‡Ûi g‡a¨ †Kvb †Kvb
eª¨v‡Ûi Ici ¸iæZ¡ cÖ`vb Kiv n‡e Zv wbav©iY Kiv nq| GiR‡b¨ wecYbKvix cÖ_‡g cÖwZ‡hvMx kbv³ I
cÖwZ‡hvMx‡`i we‡kølY K‡i| D`vniY¯^iƒc, GKwU †Kv¤úvwb Zvi cÖwZ‡hvMx‡`i †iwUs Gi Rb¨ cvuPwU ¸Yv¸‡Yi
(MÖvnK m‡PZbZv, cY¨ gvb, c‡Y¨i mnRjf¨Zv, KvwiMwi mn‡hvwMZv I weµqKg©xi e¨envi) Dci wfwË K‡i K,
L Ges M wZbwU †Kv¤úvwbi mejZv-`ye©jZv AbymÜv‡bi †Póv Kiv n‡q‡Q| Z_¨ msMÖn K‡i †Kv¤úvbx¸‡jvi Ae¯’v
mviYx 6.1 G Dc¯’vcb Kiv n‡q‡Q| Z_¨vw` we‡kølY K‡i †evSv hv‡”Q †h †Kv‡bv †Kv¤úvwb Ae¯’vb MÖn‡Yi †KŠkj
wn‡m‡e †Kv¤úvwb K- Gi c‡Y¨i mnRjf¨Zv GB w`K w`‡q AvµgY Ki‡Z cv‡i| wKš‘ †Kv¤úvwb L-Gi †Kv‡bv
w`‡KB †Zgb †Kv‡bv `ye©jZv bv _vKvq AvµgY Kiv jvfRbK n‡e bv| Aciw`‡K †Kv¤úvwb M-Gi cÖvq mKj w`KB
Kg-†ewk Avµg‡Yi j¶¨ wn‡m‡e MÖnY Ki‡Z cv‡i| Gme we‡køl‡Yi Ici wfwË K‡i wecYbKvix AvbyôvwbKfv‡e
cÖwZ‡hvwMZvg~jK †d«g Ae †idv‡iÝ ‰Zwi K‡i Ae¯’vbMÖnY †KŠkj wba©viY K‡i _v‡K|
c‡Y¨i KvwiMwi weµqKg©xi
cÖwZ‡hvMx MÖvnK m‡PZbZv cY¨ gvb
mnRjf¨Zv mn‡hvwMZv e¨envi
K 1 1 4 3 2
L 2 1 1 2 1
M 3 4 2 3 4
mviYx 6.1: cÖwZ‡hvMxZv we‡kølY cÖwµqv
GLv‡b, 1= Lye fv‡j, 2=fv‡jv, 3= †gvUvgywU fv‡jv, 4=Lvivc|

BDwbU mvZ c„ôvÑ 93

 weweG †cÖvMÖvg

cv_©K¨ wb‡`©kK we›`y I c‡q›Um Ae c¨vwiwU

Points of Diference and Points of Parity
wecYbKvix Ae¯’vb MÖnY †KŠkj wba©vi‡Y cÖwZ‡hvMxZvg~jK †d«g Ae †idv‡iÝ w¯’i Kivi ci mwVK cv_©‡K¨i we›`y
Ges c‡q›Um Ae c¨vwiwU‡K e¨envi K‡i| cv_©K¨ wb‡`©kK we›`y n‡”Q †Kv‡bv eª¨v‡Ûi mv‡_ mshy³ Ggb wKQy ‰ewkó¨,
¸Yv¸Y ev myweav hv cÖwZ‡hvMx eª¨v‡Ûi ‰ewkó¨ ‡_‡K m¤ú~Y© wfbœ _v‡K Ges hv MÖvnKiv AbyK~jfv‡e g~j¨vqb K‡i|
GKwU kw³kvjx eª¨v‡Ûi g‡a¨ cv_©K¨ wb‡`©kK A‡bK¸‡jv Dcv`vb GKB mv‡_ wµqvkxj _vK‡Z cv‡i| †hgb-Apple
Gi †¶‡Î nvjbvMv` I D™¢vebx cÖhyw³i e¨envi, my›`i I Kvh©Kix wWRvBb I mnR e¨env‡ivc‡hvwMZv BZ¨vw` n‡jv
cv_©K¨ wb‡`©kK we›`y| ‡h‡Kv‡bv eª¨v‡Ûi Rb¨ kw³kvjx, AbyKyj, Awfbe I PgrKvi eª¨vÛ ˆewkó¨ ‰Zwi Kiv GKwU
KwVb KvR| wKš‘ cÖwZ‡hvMxZvg~jK cwi‡e‡k k³ eª¨vÛ Ae¯’vb ‰Zwii Rb¨ G welq¸‡jv LyeB ¸iæZ¡c~Y|© Kvh©Ki
cv_©K¨m~PK ‰ewkó¨hy³ K‡i eª¨vÛ Dbœq‡bi †¶‡Î wZbwU Dcv`vb ¸iæZ¡ mnKv‡i we‡ewPZ n‡Z cv‡i- (1) eª¨vÛ
ˆewkó¨ Aek¨B †fv³v‡`i Kv‡Q Kvw•LZ, cÖ‡qvRbxq I mvgÄm¨c~Y© n‡Z n‡e| (2) cÖwZôvb jvfRbKfv‡e MÖvn‡Ki
g‡b eª¨vÛ Ae¯’vb ˆZwi I eRvq †i‡L ‡m Abyhvqx KvR Kivi gZ cÖ‡qvRbxq m¤ú` cÖwZôv‡bi Av‡Q wKbv †m
welqwU LyeB ¸iæZ¡c~Y|© (3) cÖwZ‡hvMx‡`i Zyjbvq eª¨vÛ ˆewkó¨ KZUyKy ¯^Zš¿ I DbœZZi †m welqwUI AZ¨šÍ ¸iæZ¡
mnKv‡i we‡ePbv Kic cÖ‡qvRb nq| myZivs, eª¨v‡Û †mBme myweav ev ‰ewkó¨ †hvM Kiv cÖ‡qvRb nq hv MÖvnK‡`i
Kv‡Q Kvw•LZ, mieivn‡hvM¨, c„_KxKiY‡hvM¨, bKjcÖwZ‡iva‡hvM¨, wek^vm‡hvM¨, ¸iæZ¡c~Y© ev g~j¨evb|
Ab¨w`‡K, c‡q›Um Ae c¨vwiwU n‡jv †Kv‡bv c‡Y¨i eª¨v‡Ûi Ggb wKQy ¸Yv¸Y ev myweav hv evRv‡i cÖPwjZ Ab¨vb¨
eª¨v‡Ûi cÖvq Abyiƒc| A_v©r †µZv G‡ÿ‡Î cÖwZ‡hvMx eª¨v‡Ûi ˆewk‡ó¨i mv‡_ †Zgb †Kv‡bv cv_©K¨ Ki‡Z cv‡i bv|
c‡q›Um Ae c¨vwiwU n‡jv †mme ¸YvMY ev myweav hv †fv³viv †Kv‡bv wbw`©ó cY¨ ev †mevi g‡a¨ we`¨gvb _vKv
G‡Kev‡iB hyw³m½Z I cÖ‡qvRbxq e‡j g‡b K‡i| Ab¨fv‡e ejv hvq, eª¨vÛ cQ‡›`i †¶‡Î c‡Y¨i g‡a¨ G ai‡bi
¸Yv¸Y ev myweav _vKv cÖ‡qvRb wKš‘ mvwe©K we‡ePbvq Zv ch©vß kZ© c~iY K‡i bv|
D`vniY ¯^iƒc ejv hvq, ‡h‡Kv‡bv cÖK„Z U«v‡fj G‡RwÝi c‡q›Um Ae c¨vwiwU n‡jv wegv‡bi wUwKU I †nv‡Uj
wiRv‡f©k‡bi myweav cÖ`vb Kiv| Gi cvkvcvwk U«v‡fj G‡RwÝ hw` MÖvnK‡`i Uy¨i c¨v‡KR cwiKíbvq mnvqZv K‡i
(hvbevn‡bi e¨e¯’v, MvBW mvwf©m, cÖZ¨šÍ A‡j åg‡Y mnvqZv), wewfbœ Dcv‡q wU‡K‡Ui A_© cwi‡kva (KvW©, bM`,
AbjvBb) I eywKs (GKgvm, 7w`b, 3w`b ev 1w`‡bi) my‡hvMmn Ab¨vb¨ myweav MÖvnK‡`i cÖ`vb K‡i Zvn‡j Zv‡K
cv_©K¨ wb‡`©kK we›`y ejv hv‡e|

eª¨vÛ gš¿
Brand Mantra
eª¨v‡Ûi Ae¯’vbMÖnY †KŠkj Dbœq‡b Acwinvh© Dcv`vb wn‡m‡e eª¨vÛ gš¿ we‡ePbv Kiv nq| eª¨vÛ gš¿ n‡”Q †Kv‡bv
eª¨v‡Ûi AšÍwb©wnZ welq hv D”PviY‡hvM¨ I †evaMg¨| Gigva¨‡g †µZv I we‡µZv Df‡qB eª¨v‡Ûi g~j cÖwZÁv‡K
mn‡R eyS‡Z cv‡i Ges GwU Ab¨vb¨ eª¨vÛ aviYv I Kv‡h©i mv‡_ Nwbôfv‡e m¤úwK©Z _v‡K| eª¨vÛ gš¿ mvaviYZ Lye
msw¶ß nq I mvaviYZ wZb †_‡K cvuPwU k‡ãi g‡a¨ mxgve× _v‡K| eª¨vÛ g‡š¿i KvR n‡jv eª¨v‡Ûi g~j fveaviv‡K
AZ¨šÍ Kvh©Kifv‡e †fv³v‡`i mvg‡b Dc¯’vcb Kiv| Gi gva¨‡g wecYbKvix wK ai‡bi cY¨ weµq Ki‡Z Pv‡”Q
Ges cY¨wU Kxfv‡e †fv³v‡`i cÖ‡qvRb I Afve c~iY Ki‡e Zvi my¯úó w`K wb‡`©kbv _v‡K| eª¨vÛ g‡š¿i wZbwU g~j
kZ© n‡jv- (1) eª¨vÛ g‡š¿i gva¨‡g eª¨v‡Ûi ‰ewkó¨ ¯úófv‡e D‡jøL Kiv _v‡K Ges GwU eª¨v‡Ûi ¯^Zš¿Zv cÖKvk
K‡i| (2) GKwU Kvh©Ki eª¨vÛ gš¿ Aek¨B mnR‡eva¨ I ¯§iY‡hvM¨ n‡q _v‡K| †m Kvi‡Y GwU msw¶ß Ges A_©c~Y©
nIqv cÖ‡qvRb; Ges (3) cÖwZôv‡bi Kg©x I m¤¢ve¨ †µZv mK‡ji Kv‡Q eª¨vÛ gš¿ Av‡e`bm¤úbœ I Drmvne¨vÄK
nIqv Avek¨K|

BDwbU mvZ c„ôvÑ94

evRvi Ae¯’vb MÖnY I eª¨vÛ cª¯‘ZKiY

mvims‡ÿc:

†d«g Ae †idv‡i‡Ýi gva¨‡g cÖwZ‡hvMxZvg~jK we‡kølY K‡i cÖwZ‡hvMxZvq wjß A‡bK¸‡jv eª¨v‡Ûi g‡a¨ †Kvb
†Kvb eª¨v‡Ûi Ici ¸iæZ¡ cÖ`vb Kiv n‡e Zv wbav©iY Kiv nq| GBR‡b¨ wecYbKvix cÖ_‡g cÖwZ‡hvMx kbv³ I
cÖwZ‡hvMx‡`i we‡kølY Kiv nq| wecYbKvix Ae¯’vb MÖnY †KŠkj wba©vi‡Y cÖwZ‡hvMxZvg~jK †d«g Ae †idv‡iÝ
w¯’i Kivi ci mwVK cv_©‡K¨i we›`y Ges c‡q›Um Ae c¨vwiwU‡K e¨envi K‡i| cv_©K¨ wb‡`©kK we›`y n‡”Q †Kv‡bv
eª¨v‡Ûi mv‡_ mshy³ Ggb wKQy ‰ewkó¨, ¸Yv¸Y ev myweav hv cÖwZ‡hvMx eª¨v‡Ûi ‰ewkó¨ ‡_‡K m¤ú~Y© wfbœ _v‡K Ges
hv MÖvnKiv AbyK~jfv‡e g~j¨vqb K‡i| c‡q›Um Ae c¨vwiwU n‡jv †Kv‡bv c‡Y¨i eª¨v‡Ûi Ggb wKQy ¸Yv¸Y ev
myweav hv evRv‡i cÖPwjZ Ab¨vb¨ eª¨v‡Ûi cÖvq Abyiƒc| eª¨vÛ gš¿ n‡”Q †Kv‡bv eª¨v‡Ûi AšÍwb©wnZ welq hv
D”PviY‡hvM¨ I †evaMg¨|

BDwbU mvZ c„ôvÑ 95

 weweG †cÖvMÖvg

BDwbU DËi g~j¨vqb

1. eª¨vÛ Kx? eª¨vwÛs wm×všÍmg~n eY©bv Kiæb|

2. eª¨vÛ BKz¨BwU Kx D`vniYmn e¨vL¨v Kiæb|
3. cÖwZ‡hvMxZvg~jK †d«g Ae †idv‡iÝ Kx e¨vL¨v Kiæb|
4. cv_©K¨ wb‡`©kK we›`y I c‡q›Um Ae c¨vwiwU g‡a¨ cv_©K¨ wjLyb|
5. eª¨vÛ gš¿ Kx? Gi cÖ‡qvRbxqZv wjLyb|
6. eª¨vÛ gš¿ n‡”Q †Kv‡bv eª¨v‡Ûi AšÍwb©wnZ welq hv D”PviY‡hvM¨ I †evaMg¨- e¨vL¨v Kiæb|
7. evRvi Ae¯’vbMÖnY Kx Zv e¨vL¨v Kiæb|
8. evRvi Ae¯’vbMÖnY ‡KŠkj m¤ú‡K© eY©bv Kiæb|
9. c„_KxKiY Kx I Zvi †KŠkjmg~n e¨vL¨v Kiæb|

Z_¨m~Î

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16 ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15e ed.). Pearson Education.

Ramaswamy, N. (2009). Marketing Management – Global Perspective, Indian Context (4e ed.).
Macmillan Publishers India.

McCarthy, E. J., Shapiro, S. J., & Perreault, W. D. (1979). Basic marketing. Irwin-Dorsey.

cv‡gjv, K.k. I Av³vi, d. (2021), wecYb bxwZgvjv. evsjv‡`k Db¥y³ wek^we`¨vjq.

cv‡gjv, K.k. I gvndyR, g.Av. (2019), wecYb e¨e¯’vcbv. evsjv‡`k Dš§y³ wek¦we`¨vjq.

†iRv, g.m. I cvi‡fR, g.g. (2008) evRviRvZKiY bxwZgvjv. evsjv‡`kth
Db¥y³ wek^we`¨vjq.

https://www.forbes.com/powerful-brands/list/, Accessed on 10 June, 2022

BDwbU mvZ c„ôvÑ96