Branding & Brand Positioning

Branding & Brand Positioning Prepared by: Samer Meqdad

Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is a Brand? ,[object Object],What is Branding? Providing goods and services with the power of the brand .

Brand Element Choice Criteria – How to choose good elements? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Naming ,[object Object],[object Object],[object Object],[object Object]

Slogans – Examples عندما تعشق الشوكولاتة

Advantages of Strong Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is Brand Equity? ,[object Object]

The 10 Most Valuable Brands Brand 2006 Brand Value (Billions) Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13

Measuring Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Managing Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Portfolios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Roles in a Brand Portfolio ,[object Object],[object Object],[object Object],[object Object]

Strategic Brand Management ,[object Object],[object Object],[object Object],[object Object]

What is Positioning? ,[object Object],[object Object],[object Object]

Defining Associations Both are important!

PODs Success Criteria Deliverability Criteria Consumer Desirability Criteria

Examples of Negatively Correlated Attributes and Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Differentiation Strategies ,[object Object],[object Object],[object Object],[object Object]

Product Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Distribution Channel Differentiation ,[object Object],[object Object],[object Object]

Personnel Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Image Differentiation ,[object Object],[object Object],[object Object],عندما تعشق الشوكولاتة

Claims of Product Life Cycles ,[object Object],[object Object],[object Object],[object Object]

Stages in the Maturity Stage Growth Stable Decaying Maturity

Strategies for Sustaining Rapid Market Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ways to Increase Sales Volume ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Evolution Stages ,[object Object],[object Object],[object Object],[object Object],New firms enter market Competition covers all major market segments Society needs decline or new technology replaces old

Branding & Brand Positioning

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