The document outlines branding and brand positioning, defining a brand as a name or symbol that identifies goods or services. It discusses brand equity, the advantages of strong brands, strategic brand management, and the importance of brand portfolios in enhancing market presence. Additionally, it describes the product lifecycle and market evolution stages, highlighting strategies for sustaining growth and improving brand value.

1. Branding & Brand Positioning Prepared by: Samer Meqdad

2. Outline What is a Brand? Brand Elements Brand Role and Advantages Brand Equity Brand Portfolios Strategic Brand Management Brand Positioning PODs & POPs Product Lifecycle Market Evolution

3. 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 .

4. Brand Elements

5. Brand Element Choice Criteria – How to choose good elements? Memorable Meaningful Likeable Transferable Adaptable Protectable

6. Brand Naming Individual names Blanket family names Separate family names Corporate name/individual name combo

7. Slogans – Examples عندما تعشق الشوكولاتة

8. The Role of Brands

9. 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 Possible licensing opportunities

10. 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.

11. 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

12. Measuring Brand Equity Brand 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

13. Managing Brand Equity Brand reinforcement Continuous product improvement and innovation. Brand revitalization Change in Positioning Overhaul the brand image

14. Brand Portfolios A 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

15. Brand Roles in a Brand Portfolio Flankers Cash cows Low-end, entry-level High-end prestige

16. Strategic Brand Management Identifying & establishing brand positioning Planning & implementing brand marketing Measuring & interpreting brand performance Growing & sustaining brand value

17. 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 Proposition A good hot pizza , delivered to your door within 30 minutes of ordering, at a moderate price

18. Defining Associations Both are important!

19. PODs Success Criteria Deliverability Criteria Consumer Desirability Criteria

20. Examples of Negatively Correlated Attributes and Benefits Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Powerful vs. Safe Ubiquitous vs. Exclusive Varied vs. Simple

21. Differentiation Strategies Product Distribution Channel Personnel Image

22. Product Differentiation Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance

23. Distribution Channel Differentiation Coverage Expertise Performance

24. 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)

25. Image Differentiation Establish character and value proposition Convey in a distinctive way Deliver emotional power عندما تعشق الشوكولاتة

26. Product Life Cycles

27. Claims of Product Life Cycles Products have a limited life Product 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

28. Product Life Cycles Stages

29. Stages in the Maturity Stage Growth Stable Decaying Maturity

30. Strategies for Sustaining Rapid Market Growth Improve product quality , add new features , and improve styling Add new models and flanker products Enter new market segments Increase distribution coverage Shift from product-awareness advertising to product-preference advertising Lower prices to attract the next layer of price-sensitive buyers

31. Ways to Increase Sales Volume Convert nonusers Enter new market segments Attract competitors’ customers Have consumers use The product on more occasions More of the product on each occasion The product in new ways

32. Market Evolution

33. 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

34. Maturity Strategies

35. References Philip Kotler, Marketing Management, 11 th Edition. Prentice Hall, 2002.