Markma Report Chapter 10

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Markma Report Chapter 10

  1. 1. Crafting the Brand Positioning Kristoffer Z. Jongco
  2. 2. Outline• What is Brand/Branding• Choosing & communicating effective positioning in market• Differentiating brands• Marketing strategies for stages of product life cycle• Marketing evolution
  3. 3. Choosing and Communicating anEffective Positioning in the Market How to choose good elements: •Memorable •Meaningful •Likeable •Transferable •Adaptable
  4. 4. Brand and BrandingBrand: A name, term, sign, symbol, or a combination, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitorsBranding: Providing goods and services with the power of the brand
  5. 5. Advantages of Strong Brands• Improved • Larger margins perceptions of • More inelastic product performance consumer response• Greater loyalty • Greater trade• Less vulnerability cooperation to competitive • Increased marketing marketing actions communications• Less vulnerability effectiveness to crises • Possible licensing opportunities
  6. 6. How Brands are Differentiated• Product• Personnel• Channel• Image
  7. 7. Product Differentiation• Product form • Style• Features • Design• Performance • Ordering ease• Conformance • Delivery• Durability • Installation• Reliability • Customer training• Reparability • Customer consulting • Maintenance
  8. 8. Personnel Differentiation •Better trained •Competent •Trustworthy •Friendly & respectful •Reliable •Responsible •Good communicator
  9. 9. Channel Differentiation •Coverage •Expertise •Performance
  10. 10. Image Differentiation•Establish character and value proposition •Convey in a distinctive way •Deliver emotional power
  11. 11. Product Life Cycles Stages
  12. 12. Appropriate Marketing Strategies for stages of product life cycle Stages: Growth; Stable; Decaying MaturityImprove quality Distribution Advertising Sales Promotion Services Attract
  13. 13. Market Evolution• Emergence• Growth• Maturity• Decline
  14. 14. Communicate effective positioningBrand Differentiation Marketing Strategies Market Evolution
  15. 15. Summary• What is Brand & Branding?• How to choose and communicate effective positioning• Brand Differentiation• The different marketing strategies• Evolution of marketing
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