This document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods and services and differentiates them from competitors. Brands are created in consumers' minds rather than in factories. The document also lists the world's most valuable brands from 2010 to 2016, with technology and consumer brands dominating the top spots. It outlines factors that build brand equity like initial brand elements, marketing programs and secondary associations. Finally, it discusses branding strategies like brand extensions and brand portfolios.

1. A Very Expensive
Topic
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By:
Rafik Adel

2. BRAND
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3. “ Marketing is not selling. Marketing is
building a brand in the mind of the
prospect.”
Al Ries & Laura Ries
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4. What is a brand?
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 It is the name, term, sign, symbol, color or design which is
intended to identify the goods & services of one seller or
group of sellers & to differentiate them from those of
competitors.
American marketing Association

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10. Let us THINK
 I am going to show you some colors and images for a few
seconds. For each one, write down the FIRST company or
product that comes in to your head when you see the color
or image.
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15. ‫اوفياء‬ ‫سيظلوا‬
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16. Brands vs. products
 “Products are made in the factory, but brands are created
in the mind” - Walter Landor .
 Product can be copied by competitors, while brand is
unique & sustained.
 Product can be outdated while a brand is timeless.
 25 % of the world’s strongest brands predate 1900.
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17. What are the roles of brands?
 Motivation & building a strong sustainable relationship with
the stakeholders.
 Identity.
 Differentiation.
 Deliver a value to the customer.
 Make buying decision easier.
 Company’s most valuable intangible assets.
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18. What can be branded?
 Goods
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19. What can be branded?
 Services.
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20. What can be branded?
 People
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21. What can be branded?
 Profit & non profit organization
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22. What can be branded?
 Places
 Germany------------------machines.
 Vegas ---------------------fun
 Japan---------------------- technology
 France--------------------- fashion
 Dubai-----------------------shopping
 Sharm EL-Shiekh ------ diving & snorkeling
 Luxor------------------------monuments.
 Switzerland----------------watches, secured banked & chocolates.
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23. What can be branded?
 Ideas
 Family planning
 Smoking cessation.
 Change.
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24. The world’s most valuable brands 2010
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Rank Brand Country of Origin Sector Brand Value ($m)
1 United States Beverages 70,452
2 United States Business Services 64,727
3 United States Computer Software 60,895
4 United States Internet Services 43,557
5 United States Diversified 42,808
6 United States Restaurants 33,578
7 United States Electronics 32,015
8 Finland Electronics 29,495
9 United States Media 28,731
10 United States Electronics 26,867

25. The world’s most valuable brands 2011
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Rank
Previous
Rank
Brand Region/Country Sector Brand Value ($m)
Change in
Brand
Value
1 1 United States Beverages 71,861 2%
2 2 United States Business Services 69,905 8%
3 3 United States Computer Software 59,087 -3%
4 4 United States Internet Services 55,317 27%
5 5 United States Diversified 42,808 0%
6 6 United States Restaurants 35,593 6%
7 7 United States Electronics 35,217 10%
8 17 United States Electronics 33,492 58%
9 9 United States Media 29,018 1%
10 10 United States Electronics 28,479 6%

26. The World's Most Valuable Brands 2016
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Rank Brand Region/Country Sector Brand Value ($m)
Change in
Brand Value
1 United States Electronics $154.1 B 6%
2 United States Internet Services $82.5 B 26%
3 United States Computer Software $75.2 B 9%
4 United States Beverages $58.5 B 4%
5 United States Internet Services $52.6 B 44%
6 United States Restaurants $42.1 B 11%
7 United States Business Services $41.4 B -17%
8 United States Media $39.5 B 14%
9 United States Restaurants $39.1 B -1%
10 United States Diversified $36.7 B -2%

27. If you want to build a brand, you must focus your branding
efforts on owning a word in the prospect's mind. A word
that nobody else owns.'
Al Ries & Laura Ries
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28. Brand Equity
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29. Brand Equity
 Brand equity is a marketing term that describes a brand’s
value. That value is determined by consumer perception of
and experiences with the brand.
 Or:
 How the consumer perceive the brand.
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30. Building brand equity
 Depends on 3 main factors:
1. Initial choices of brand elements.
 Name, logo, symbol & slogan.
2. Integrated marketing program
 Product, communication & channels.
3. Secondary association
 Company, country of origin, places & people.
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31. Branding strategy
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32. Branding strategies
Branding decision
Brand extensions
Reduce risk.
Increase success ratio.
Decrease launch cost.
Brand dilution.
Brand portfolios
Increase shelf presence.
Attract consumers seeking
varieties.
Increase internal competition.
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34. Thank You
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