Marketing Management Presentation By: Neha Khan UPID Noida (AKTU)

1. PRESENTATION ON
BRANDING
BRAND POSITIONING
MARKETING MANAGEMENT
• Neha Khan
By:

2. BRANDING
Branding is “a seller’s promise to
deliver a specific set of features,
benefits and services consistent
to the buyers.”

3. BRAND

4. BRAND ELEMENTS
BRAND
BRAND
NAMES
SLOGANS
CHARACTERS
SYMBOLS
LOGOS
ELEMENTS
URLs

5. TYPES OF BRAND
• Family Brand
• Product line
Brand
• Individual
Brand
• Fighting Brand
• Competitive
Brand
• Local Brand
• Provincial
Brand
• Regional Brand
• National Brand
• International
Brand
• Manufacturer’s
Brand
• Middleman’s
Brand
ACCORDING
TO OWNER-
SHIP
ACCORDING
TO THE
MARKET
AREA
ACCORDING
TO THE
NUMBER OF
PRODUCTS
ACCORDING
TO USES

6. BENEFITS OF BRANDING
Easy to Advertise
Easy to Identify the Products
Creation of Separate Market
Easy to expand the Product
Mix
Impact Market Value
To Producers:

7. BENEFITS OF BRANDING
Easy to Recognize
Availability of Quality
Products
Improved Packaging
Mental Satisfaction
Minimum Fluctuations in
Price
To Consumers:

9.  “The act of designing the company's offering and image
to occupy a distinctive place in the mind of the target
market.”
………….PHILIP KOTLER
 In simpler words, brand positioning describes how
a brand is different from its competitors and where or
how it should be placed in customers' minds.
BRAND POSITIONING

10. BRAND POSITIONING
• What the
product does
for me?
• How I would
describe the
product?
• How the
brand makes
me feel?
• How the
brand makes
me feel?
BRAND PERSONALITY
FACTS
SYMBOLS
ESSENCE

11. BRAND POSITIONING FRAMEWORK

12. ELEMENTS FOR EFFECTIVE BRAND POSITIONING

13. PROCESS OF BRAND POSITIONING
Maintain the position of the brand
Ways to promote brands
Know your competitors
Unique selling Prepositions
Identify the product features
Know your target audience well