Introduction to Brand Management - Psychology of Branding by Mehdi Mahfoud
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Transcript of Introduction to Brand Management - Psychology of Branding by Mehdi Mahfoud
Mehdi Mahfoud
Ceo & Founder of Tassili Consultancy & Training
PRINCE2 Registered practitioner, UK
MPM Master Project Manager, AAPM, USA
CSMA Certified Strategic Management Analyst IMCB, USA
Member of international Board of standards IBS, AAPM,USA
MSc in Project Management- Management school of Lancaster university in UK
(LUMS).UK
BSc Petroleum Engineering. Libya.
Stakeholders management
Extensive experience in project management consultancy, risk management,
problem solving and training in business & PM soft skills both in Libya and United
Kingdom.
Previously Special Advisor to H.E. Ambassador of South Korea in Libya on Energy,
Economy and PD.
Why Branding matters?
Lesson one:
“All beloved brands started as products”
Why Branding matters?
Lesson Two:
“you may need a product, BUT you will want a
brand”
Why Branding matters?
Lesson Three:
“if you are to stay, Aim for a presence (brand)
not a season sell (product)”
Why Branding matters?
Lesson Four:
“Product = Function Brand = Emotion”
Rational Vs. Habit
Human Nature!
I may need a cup of coffee, but I
personally want to get it at Starbucks.
Brands Vs. Products
Difference Between a Product and a Brand?
Products perform a function.
- Products are all about what they do for
people.
- Have properties that when combined
together do something for customers!
Products fulfill a customer’s needs.
Brands offer an emotion
Brand’s impression lasts longer than a product (solution to an exceptional problem)
- Brands offer a Promise and/or an Emotion
- Humans get emotionally attached to brands (via products).
- Brands are about how they make people feel (leaving an impression/Feeling)
- Brands fulfill a customer’s wants/Desires.
Difference Between a Product and a Brand?
Brand Lifecycle (Customer-centered)
The Psychology of Colours
Colour can improve!
Blue!
Secure
Calm
Honest
Strong
Caring
Trustworthy
Red!
Energy
Love
Exciting
Action
Passionate
Bold
Orange!
Happy
Affordable
Sociable
Friendly
Yellow!
Logical
playful
optimistic
Thinking
Forward
Confident
Green!
Natural
Growth
Organic
Fresh
Caring
Earth
Purple!
Imaginative
Creative
Nostalgic
Black!
Sophistication
Luxury
Authority
Formal
Seductive
Workshop Question
Do you think your brand’s reflects both
yours and customer’s
perception/Feeling?
If you would like to explore our top solutions to strategic branding or building
your organization’s brand let us hear from you!
www.TassiliLibya.com
