The document discusses brands, brand identity, and brand positioning. It defines brands as collections of perceptions in consumers' minds that differentiate products and services from competitors. Successful brands have clear brand identities that specify their uniqueness and values, as well as strong positioning that communicates their main advantage in the market. Managing both identity and positioning is an ongoing process that allows brands to stay relevant as competition increases.

1. The future of brands – Global and regional perspective Strumica, 30.11.2007 rok. sunko @ valicon . net zenel . batagelj @ valicon . net

5. Model used in PG M Usage Recognition Quantity Loyalty Price + How to rise profit? Consideration Experience How to achieve usage?

9. Lets define... "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ (AMA) “ a set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…“ (Aaker) “ a brand is a collection of perceptions in the mind of the consumer." ( Colin Bates, BuildingBrands.com )

11. Brand identity symbols embalage elements “ merchandizing” personality characteristic s h ow do I as a user feel who is the typical user, how do users see brand users values connected to the brand, ideals relation i feel towards the brand BRAND PERSONALITY REFLECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE PICTURE OF SENDER PICTURE OF RECEIVER EXTERNALISATION INTERNALISATION

12. Brand Identity Scotland highlands & islands, castles Braveheart, Loch Ness men in kilts, whiskey warm, genuine, down to earth proud, spirited liberated, inspired, spiritually refreshed rejuvenated, spirited cultured, independent adventurous, different inclusive pride integrity proficiency involved, connected, liberated, enriched Scotland the land with real spirit PICTURE OF SENDER PICTURE OF RECEIVER EXTERNALISATION INTERNALISATION PERSONALITY REFLECTION PHYSIQUE SELF-IMAGE RELATIONSHIP CULTURE

16. Case of decoding positioning(s) of Fructal brand(s) fun young segment a drink for bars and clubs passion (babe-fire) energy sexy packaging shape attract attention attractive color older, children, families top juice sensible gentle divine - top premium packaging Blue and white price sensitive cheap juice playful, simple budget colorful packaging health aware segment healthy) juice familiar, natural, simple like home made less fruit blue font whole fruit blue packaging whole fruit blue packaging whole fruit white packaging Positioning PERSONALITY WHO ARE THE USERS PHYSIQUE USER SELFPERCEPTION ODNOS CULTURE Positioning Building brand Building brand Positioning Building brand Positioning Building brand

17. Brand positioning & Brand identity Local producers, who first produced Marlboro tried to put something in the same position after they stopped producing it. .. ...s ome forgot about Marlboro identity while positioning something in his(!) position .

20. The attractivety of the Region for retail investing

22. The no. of domestic brands among top 20/10 FMCG brands on local markets S E RBIA SLOVENIA CROATIA BiH 13 9 15 2 TOP 20 TOP 10 6 5 6 0

23. No. o f national brands among top 20/100 FMCG brands in the whole region BIH CROATIA S E RBIA SLOVENIA 0 3 1 3* TOP 20 TOP 100 0 17 19 9

24. Directions of brand-invasion?

25. Consideration of the top 5 Slovene FMCG brands in regional countries Alpsko mleko Argeta Fructal Paloma Cockta

26. Consideration of the top 5 Croatian FMCG brands in regional countries Vegeta Cedevita Podravka juhe Eva Zdenka topljeni sir

27. Consideration of the top 5 Serbian FMCG brands in regional countries Grand coffee Dobro jutro margarine Knjaz Miloš (gazirana voda) Chipsy chips Dijamant oil Odstotrek potrošnikov, ki bi izbrali navedene znamke na tržiščih regije.

28. Category – brands playground prestige level premium level middle level low level HORECA brands premium brands multinationals, some local domestic brands badly positioned / badly branded (local) brands, falling brands “ no-brands”, retail /own brands, hard discounter brands

29. Whats happening in there ? multinationals budget, retail/own brands prestige level premium level middle level low level

31. The influence of the retail brands Market shares of top retailers 1. Mercator 1. Konzum 1. Maxi Vir: GfK / * PGM 1. Interex

33. And retail brands in future ? High income segment Low income segment

36. Does a global brand instantly conquers local market? Consideration of Slovene (ex-regional) brands in Croatia - trend .

37. Its obviously not easy, absolutely not instantly Strongest Classic Coffee brands in the ex-Yugoslav region (among Classic coffee users; PGM 2007, ex-Yugoslav region) .

38. Kraft couldn't do it in R&G, but did it in instant Strongest Instant Coffee brands in the ex-Yugoslav region (among Instant Coffee users; PGM 2007) Possitional inovations !

39. Orbit Professional and Actimel Orbit Professional and Actimel brand pyramids per country in the ex-Yugoslav region (among category users; PGM 2007)

40. And local to global ? Donat Mg Donat Mg per country in the ex-Yugoslav region (among category users; PGM 2007)

41. Creating new subcategories – P ositional I nnovation ! Izvor: PGM Slovenija

42. Don’t forget the support for your brands ! Web Donat Mg Russia

43. Voda Voda... Voda Voda brand pyramids per country in the ex-Yugoslav region (among category users; PGM 2007)

44. Inovations work!

45. But Aqua viva... or size matters! + =

46. A local brand can conquer foregin markets - Argeta

47. Argeta is the strongest brand in BiH and Macedonia not in Slovenia Voda Voda brand pyramids per country in the ex-Yugoslav region (among category users; PGM 2007) Adapting to local specifics and domiciliation of the brand !

48. It can be done also in a different way... How much are you prepared to pay for a brand ? Estimated Market Share Bonito C kafa Intermezzo Doncafe Grand

49. Serbian “copy-paste” v BiH How much are you prepared to pay for a brand ? Estimated Market Share Jacobs Aroma (Mc) Barcaffe (Si) Franck (Hr) Vispak (Ba) Doncafe (Sr) Grand (Sr)

51. Its time for Positional innovation ! Tidd, Bessant, Pavitt, 2005

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