Branding & Brand Positioning
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Transcript of Branding & Brand Positioning
Branding & Brand Positioning
Prepared by: Samer Meqdad
OutlineWhat is a Brand?Brand ElementsBrand Role and AdvantagesBrand EquityBrand PortfoliosStrategic Brand ManagementBrand PositioningPODs & POPsProduct LifecycleMarket Evolution
What is a Brand?
A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.What is Branding?
Providing goods and services with the power of the brand.
Brand Elements
Brand Element Choice Criteria – How to choose good elements?MemorableMeaningfulLikeableTransferableAdaptableProtectable
Brand NamingIndividual namesBlanket family namesSeparate family namesCorporate name/individual name
combo
Slogans – Examples
عندما تعشق
الشوكوالتة
The Role of Brands
Advantages of Strong Brands
Improved perceptions of product performance
Greater loyaltyLess vulnerability
to competitive marketing actions
Less vulnerability to crises
Larger marginsMore inelastic
consumer responseGreater trade
cooperationIncreased marketing
communications effectiveness
Possible licensing opportunities
What is Brand Equity?
The added value given to goods and services, through branding
which may be reflected in the way consumers, think, feel, and act with
respect to the brand.
The 10 Most Valuable Brands
Brand 2006 Brand Value (Billions)
Coca-Cola $67.00
Microsoft $56.93
IBM $56.20
GE $48.91
Intel $38.32
Nokia $30.13
Toyota $27.94
Disney $27.85
McDonald’s $27.50
Mercedes-Benz $22.13
Measuring Brand EquityBrand Audits
◦Comprehensive examination of a brand to assess the health of the brand
◦Suggest ways to improve its equity.Brand Tracking
◦Collecting information about the brand performance
Brand valuation◦Determining financial value of the
brand
Managing Brand EquityBrand reinforcement
◦Continuous product improvement and innovation.
Brand revitalization◦Change in Positioning◦Overhaul the brand image
Brand PortfoliosA set of brands a company offers
Advantages◦Increasing shelf presence and
retailer dependence in the store◦Attracting consumers seeking variety◦Increasing internal competition
within the firm◦Yielding economies of scale in
advertising, sales, merchandising, and distribution
Brand Roles in a Brand PortfolioFlankersCash cowsLow-end, entry-levelHigh-end prestige
Strategic Brand Management
Identifying & establishing brand positioning
Planning & implementing brand marketing
Measuring & interpreting brand performance
Growing & sustaining brand value
What is Positioning?
The act of designing the company’s offering and image to occupy a distinctive place in the
mind of the target market.
Value PropositionA good hot pizza, delivered
to your door within 30 minutes of ordering, at a moderate price
Defining Associations
Both are important!
PODs Success Criteria
Deliverability Criteria
Consumer Desirability Criteria
Examples of Negatively Correlated Attributes and BenefitsLow-price vs. High qualityTaste vs. Low caloriesNutritious vs. Good tastingPowerful vs. SafeUbiquitous vs. ExclusiveVaried vs. Simple
Differentiation StrategiesProductDistribution ChannelPersonnelImage
Product Differentiation
Product formFeaturesPerformanceConformanceDurabilityReliabilityReparability
StyleDesignOrdering easeDeliveryInstallationCustomer trainingCustomer
consultingMaintenance
Distribution Channel DifferentiationCoverageExpertisePerformance
Personnel Differentiation
Better-trained staffCompetent (skill and knowledge)TrustworthyFriendly and respectfulReliable (perform consistently &
accurately)ResponsiveGood communicators (understand
customer and communicate clearly)
Image Differentiation
Establish character and value proposition
Convey in a distinctive wayDeliver emotional power
عندما تعشق
الشوكوالتة
Product Life Cycles
Claims of Product Life CyclesProducts have a limited lifeProduct sales pass through distinct stages each with different challenges and opportunities
Profits rise and fall at different stages
Products require different strategies in each life cycle stage
Product Life Cycles Stages
Stages in the Maturity Stage
Growth
StableDecaying
Maturity
Strategies for Sustaining Rapid Market GrowthImprove product quality, add new
features, and improve stylingAdd new models and flanker productsEnter new market segmentsIncrease distribution coverageShift from product-awareness
advertising to product-preference advertising
Lower prices to attract the next layer of price-sensitive buyers
Ways to Increase Sales VolumeConvert nonusersEnter new market segmentsAttract competitors’ customersHave consumers use
◦The product on more occasions◦More of the product on each
occasion◦The product in new ways
Market Evolution
Market Evolution Stages
Latent Single-niche Multiple-
niche Mass-
market
New firms enter market
Competition covers all major market segments
Society needs decline or new technology replaces old
Maturity Strategies
ReferencesPhilip Kotler, Marketing
Management, 11th Edition. Prentice Hall, 2002.