Branding Ahmed shamaa.pptx
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Pharaceutical Branding basics
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Branding Ahmed shamaa.pptx
- 2. M a z o la
- 4. The 10 MostValuable Brands Brand Coca- Cola Microsoft IBM GE Intel Nokia T oyota Disney McDonald’ 2006 BrandValue (Billions) $67.00 $56.93 $56.20 $48.91 $38.32 $30.13 $27.94 $27.85 $27.50 $22.13
- 9. 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
- 10. Brand Elements
- 11. BRAND IS NOT JUSTA PRODUCT
- 12. BRAND IS NOT JUSTA LOGO NOR IDENTITY
- 14. WHAT’S BRANDING? •It’s s the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. •“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company.” Jay Baer.
- 15. BRANDING VS MARKETING •Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy. •The brand is ultimately what determines if you will become a loyal customer or not. The marketing may convince you to buy a particular Toyota, and maybe it’s the first foreign car you ever owned, but it is the brand that will determine if you will only buy Toyotas for the rest of your life.
- 16. WHAT’S BRAND EQUITY SYSTEM? – Brand Name Awareness – Brand Loyalty – Perceived Quality Brand Associations
- 17. HOW TO CREATE A BRAND NAME? 1. DIFFERENTIATED 2. MEANINGFUL 3. LONGEVITY 4. IMAGERY 5. EMOTIONAL 6. MUSICAL 7. TRADEMARK-ABLE
- 18. WHAT’S A BRAND LOYALTY? Definition: Brand loyalty is a twofold concept consisting of actual brand loyalty and repeat purchase behavior. When measuring / defining the level of brand loyalty, one should therefore not merely look at customers’ purchase behavior, but also chart psychological drivers behind that behavior.
- 19. 1. Get on their level. 2. Be where they are at. 3. Do not assume. 4. Make really good stuff. 5. Do unto others. 5 GENERAL RULES TO BUILD A BRAND LOYALTY:
- 20. Committed buyer Likes the brand/considers it a friend Satisfied buyer with switching costs Satisfied/habitual buyer, no reason to change Switchers, price sensitive, no brand loyalty Aaker’s Brand Loyalty pyramid (Consumer Behavior)
- 21. Brand Element Choice Criteria – How to choose good elements? Memorabl e Meaningful Likeable Transferabl e Adaptable Protectabl
- 22. Brand Naming Individual names Blanket family names Separate family names Corporate name/individual name combo
- 23. Slogans – Examples تعشق عندما الشيكوالت ة
- 24. The Role of Brands
- 25. Advantages of Strong Brands Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness
- 26. Product Differentiation Product form Features Performanc e Conformanc e Durability Reliability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance
- 27. Distribution Channel Differentiation Coverage Expertise Performanc e
- 28. Personnel Differentiation Better-trained staff Competent (skill and knowledge) Trustworthy Friendly and respectful Reliable (perform consistently & accurately) Responsive Good communicators (understand customer and communicate clearly)
- 29. Image Differentiation Establish character and value proposition Convey in a distinctive way Deliver emotional power تعشق عندما الشيكوالت ة
- 31. Stages in the Maturity Stage Growth Stable Decaying Maturity
- 32. How Borg Should Be Branded? Pioneers in the Egyptian pharmaceutical market Predsol … first prednisolone syrup form in the middle east. Ketoprek … first 75 mg concentration. Blendy … first introduced sucralose. Probric … first bambutirol in syrup form. Tariflox … first ofloxacin 400 mg concentration. Hydroferrin … first iron polymaltose in drops form. Neozolid … first introduced azithromycin as 600 mg concentration.
- 33. How Borg Should Be Branded? Uniqueness Cabella is the only pentoxyverine citrate in Egypt. Betaxolol is the only betaxolol in Egypt. Packaging quality.
- 34. Borg Message OTC Products Focus Products The core message of how to present Borg as mentioned. To concentrate on products of focus (Launches & planned campaigns) To include OTC products in call.
- 35. Borg foundations were established since 2002, the first product was launched in 2004. Borg factory is at Borg El-Arab, Alexandria, a holder of GCC, ISO 9001, BS OHSAS 18001 and ISO 14001. Borg has a wide portfolio of 70 products covering most therapeutic classes. Borg has an export division, exporting to 8 foreign countries. Borg has 2 divisions (Pharmaceuticals and Healthcare).
- 40. Pricing What is ricing strategy in Egypt?
- 41. Registration How registration is done in Egypt?
- 42. Components of Pharmaceutical medium • Pharmacy. • Clinic. • Distributors