Brand strategy


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This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.

Published in: Marketing, Business, Technology

Brand strategy

  2. 2. Agenda • • • • • • • • • • • Brand vision Brand positioning Strategic branding | Four types Most suitable strategy Brand hierarchy Brand awareness, building & equity Blue ocean strategy Brand ambassadors Value added, brand elements 360 ° brand experience Questions
  3. 3. BRAND VISION • What does Stand for? • If I go to the streets asking the first 5 people I meet do you know Zalloum? • What do you know about Zalloum? • What do you think they would say?
  4. 4. BRAND VISION • Where the brand can go and where it cannot? • What business are we in?
  5. 5. BRAND POSITIONING • The place in the consumer’s mind that we want our brand to own –the benefit we want them to think of when they think of our brand
  6. 6. BRAND POSITIONING • Kraft Foods – Delicious food
  7. 7. BRAND POSITIONING • LU Premium biscuits – health & Wellness
  8. 8. BRAND POSITIONING • Mc-Vitie’s – Natural & healthy biscuits
  9. 9. BRAND POSITIONING • Walkers – “The world's finest shortbread.“ • Then, Scotland’s finest…
  10. 10. BRAND POSITIONING • Now, what is our brand positioning strategy? • What type of biscuits can we do BEST? • Do we want to lead the market in a specific biscuits category? • What do we want people to think of us? • If we decide on such a specific category, do we have the capabilities to become pioneers in it?
  11. 11. WELL CRAFTED BRAND POSITIONING • The target market we wish to pursue • Business we are in or category we compete in • PODs, POPs & key benefits
  12. 12. Types of branding strategy • Zalloum can opt for one or more of the 4 brand strategies: 1. Product branding 2. Product-line branding 3. Product-range branding 4. Corporate branding
  13. 13. PRODUCT BRANDING STRATEGY • an exclusive brand name for each product and the company name being ignored. Every new product the company brings on to the market is a new brand. • Ex. Uniliver brands Pros Cons It allows the brand to have unique values, personality, identity and positioning. product cannibalization. evaluate brand performance and worth and allows better resource-allocation decisions. higher advertising and promotion budget totally self-supporting with little or no corporate brand name assistance.
  15. 15. PRODUCT-LINE BRANDING STRATEGY • products appear under the same brand name, same basic identity but with slightly different competencies • E.g. Product line extension - Ivory soap and Ivory shampoo
  16. 16. BRAND EXTENTIONS • The concept of congruence determines the success of a brand extension strategy • E.g. Johnson’s baby powder and Johnson’s baby oil – high congruence. But imagine Lysol toilet bowl cleaner and Lysol toothpaste!!!
  17. 17. PRODUCT-LINE BRANDING STRATEGY Pros Cons economies of scale in advertising and promotion. Difficult to extend different consumer groups or segments. each new line extension strengthens the position of the brand and therefore its image. The line helps defend the category from predatory attack.
  18. 18. PRODUCT- RANGE BRANDING STRATEGY • A number of products in a broad category are grouped together under one brand name and promoted with one basic identity • Compared to product-line branding, product-range branded products carry out basically the same functions but at different performance levels like various cars in the Mercedes S, E, C and A class and Intel’s Pentium and Celeron ranges of microprocessors • Therefore the advantage here is that a single brand name allows some economies of scale in advertising and promotion as the products tend to carry the same overall brand values and positioning
  20. 20. CORPORATE BRANDING STRATEGY • The product brand name has a high profile but is endorsed by the parent company which gives the product a stamp of quality and credibility • Here the product brand is self supporting in practically every respect but retains the assurance of the corporate brand endorsement • The main disadvantage here is that corporate does not leverage scale of economies in advertising and promotion as each product gets advertised separately
  22. 22. BEST STRATEGY OPTION STRATEGY OBJECTIVE ADVANTAGES PRODUCT- RANGE BRANDING STRATEGY We establish an umbrella a single brand name allows brand to carry all products some economies of scale in under the biscuits business. advertising and promotion as the products tend to carry We invest to build this the same overall brand brand and give it a unique values and positioning. identity. According to the current situation, this is the best strategy that meets future objectives of the biscuits business.
  23. 23. BRAND HIERARCHY Biscuits business Zalloum Group Biscuits business (Bis Kit) Geena Geena strowberry Geena Chocolate Choco2 Geena Vanilla Choco2 Honey Yami Double Choco2 Yami Caramel Petit Beurre Yami Choco 80GM Finger 1000GM
  24. 24. BRAND HIERARCHY Food Business Zalloum Group Rawabi Food business Tommato paste business Beans business (Rawabi) 99 (400GM) Buscuits buisness (Rawabi) high concentration 74 (380GM) 300GM medium concentration 140GM
  25. 25. What is a brand? • A brand is a name, label, package, sign, symbol, design, character or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors • Ex. Al Bader and Golden
  26. 26. Brand Awareness • brand recall requires that consumers correctly generate the brand from memory when given relevant cue • For example, recall of Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand when they think of the cereal category
  27. 27. Brand Awareness
  28. 28. Brand Building • Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch
  29. 29. What kind of activities? Eg. • Product development • Packaging • Advertising • Promotion • Sales and distribution
  30. 30. Brand equity
  31. 31. What happens when equity increases? •Bargaining power with distributors on price can have some justification for above the average pricing •Channels will search for our products, thus less distribution cost •Stronger competitive position in the market •Lower advertising and promotions cost •We can have more brand extensions
  32. 32. How does one build PROFITABLE brands? • Economics and market price • Branding can ask for a higher price claiming “I am different and unique, not like others!” • Impulse items, people are willing to pay more buying emotional factors of a brand, intangible assets of a brand
  33. 33. Barriers to Long-Term Success of Improving Existing Businesses • Competitors response – fast and vigorous • Hard to hide incremental innovations • Market dynamics – easy to get behind/less relevant PPT 12-34
  34. 34. How does one build PROFITABLE brands? Blue Ocean Strategy Multiple Product/brand variations that decrease uniqueness. Ex. Happy Choco in different brand extentions Focusing on traditional factors /POP in communication Unique Revenue and brand identity Theme STRONG diff’n Artistic style
  35. 35. How does one build PROFITABLE brands? • Blue Ocean Strategy
  36. 36. How does one build PROFITABLE brands? • Differentiation: something that says “WOW”
  37. 37. How does one build PROFITABLE brands? • Differentiation: something that says “WOW”
  38. 38. How does one build PROFITABLE brands? • Blue Ocean Strategy
  39. 39. How does one build brands? • Product placement in a mall - Guerrilla marketing • REAL RACING CAR! • promotion, small car as a gift with every package Get your chance to win this car!
  40. 40. Brand Ambassadors • A marketing term for a celebrity employed by a company to promote its products or services within the activity known as celebrity branding.
  41. 41. How does one add value? • • • • “value is in the eyes of the beholder” Good product quality / consistent Unique identity that communicates the value of quality It is hard for rivals to copy emotional factors
  42. 42. The value proposition Sort out functional values Simplicity Stay relevant Consistent Keep adding value Specialization
  43. 43. Creating the brand • Choosing a brand name • Develop rich associations and promises • Managing customer brand contact to meet and exceed expectations
  44. 44. Considerations in choosing a brand name • What does the brand name mean? • What associations / performance / expectations does it evoke ? • What degree of preference does it create?
  45. 45. A brand name should indicate • Product benefits • Product quality • Names easy to remember, recognize, pronounce • Product category • Distinctiveness
  46. 46. Brand Elements • Criteria for choosing brand elements: • Memorability: easily recalled and recognized. • Meaningful: descriptive and persuasive meaning. Identified based on the brand element. Suggest something about a particular kind of product, key attributes or benefits. • Likeability: fun and interesting. Rich visual and verbal imagery. Pleasing. • Transferability: within all categories, ages and cities. In general, the less specific the name, the more easily it can be transferred across categories. • Adaptability: most brand elements must be updated. (Betty Crocker brand stays up-to-date). • Protectability: legally protected internationally or regionally
  47. 47. 360 ° Brand Experience • It is the marketer’s promise to give a set of features and benefits consistently • A logo is not your brand, nor is it your identity
  48. 48. • Thank you • Questions?