The document discusses how to craft an effective brand positioning. It defines branding and how choosing a memorable, meaningful, likeable, transferable and adaptable positioning helps differentiate a brand. The document outlines advantages of strong brands and how to differentiate through product, personnel, channel and image. It also discusses applying the right marketing strategies like advertising or sales promotion at different stages of a product life cycle and how markets evolve over time.

1. Crafting the Brand Positioning
Kristoffer Z. Jongco

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. Choosing and Communicating an
Effective Positioning in the Market
How to choose good elements:
•Memorable
•Meaningful
•Likeable
•Transferable
•Adaptable

4. Brand and Branding
Brand: 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 competitors
Branding: Providing goods and services
with the power of the brand

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. How Brands are Differentiated
• Product
• Personnel
• Channel
• Image

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

8. Personnel Differentiation
•Better trained
•Competent
•Trustworthy
•Friendly & respectful
•Reliable
•Responsible
•Good communicator

9. Channel Differentiation
•Coverage
•Expertise
•Performance

10. Image Differentiation
•Establish character and value proposition
•Convey in a distinctive way
•Deliver emotional power

11. Product Life Cycles Stages

12. Appropriate Marketing Strategies
for stages of product life cycle
Stages:
Growth; Stable; Decaying Maturity
Improve quality Distribution Advertising Sales Promotion Services
Attract

13. Market Evolution
• Emergence
• Growth
• Maturity
• Decline

14. Communicate effective positioning
Brand Differentiation Marketing Strategies
Market Evolution

15. Summary
• What is Brand & Branding?
• How to choose and communicate effective
positioning
• Brand Differentiation
• The different marketing strategies
• Evolution of marketing