Basic introduction to branding and positioning.

1. Branding and Positioning
 Aim of Session
 Identify the importance of branding and
positioning in marketing.
 Discuss the importance of branding and
positioning in marketing

2. The concept of a brand
What is a brand?
A brand is a mix of tangible (can hold) and
intangible (untenable) benefits.
A name, a sign, symbol or design which
serves to identify a product / service.
A product can be copied by a competitor, a
brand is unique.

3. A brand is more than a product
Product
Attributes
Quality Symbols
Emotional
benefits
Country
of origin
User
imagery

4. SOME EXAMPLES OF GLOBAL BRANDS

5. Importance of a strong brand
 More than just names and symbols. They invoke a perception and feelings about a
certain product and its performance.
 The brand is what people/consumers remember when thinking of the product/service.
 A strong brand has the power to capture consumer preference and loyalty.
 The positive effect that a brand name can have on consumers.
 A brand will have a certain amount of power in the market place.
 The extent to which customers are willing to pay more for that brand.
“72% of customers would pay 20% extra for a brand of their
choice” Kotler & Armstrong (2004)

6. Positioning
Effective product positioning ensures that
marketing messages resonate with target
consumers and compel them to take
action.

7. Positioning

8. Positioning

9. Positioning
 Positioning a brand
A company may create a new brand when it
enters a new market category because the
current brand name is not perceived to be
positioned accordingly.
Toyota created Lexus as a Luxury Car and to
differentiate it from Toyota.

10. Impact of country of origin
 The country of origin may have an impact on the
way the product is perceived by consumers
 Japanese = high quality & reliable
 U.S. – big and brash
 Developing countries – low quality, unreliable & copies
Other examples = Germany machinery, Italy Pizza

11. Why is this all important for
marketing?
 With more credibility will a
brand find it easier to develop
additional product.
 Once achieved can a strong
brand can actually reduce
marketing costs?
 Will building a brand give you
better market research on
what your customers think of
you?
 Does a strong brand give you
greater customer retention and
stop customers switching to
another competitor?
 Will understanding your
product position make your
marketing mix more effective?
 Will you have better customer
analyses?
 Allows for differentiation in the
market place.
 Identifies the difference from
company perception and
customer perception.