Date post: | 12-Nov-2014 |
Category: |
Business |
Upload: | kristoffer-jongco |
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Crafting the Brand Positioning
Kristoffer Z. Jongco
Outline
• What is Brand/Branding• Choosing & communicating effective
positioning in market• Differentiating brands• Marketing strategies for stages of product life
cycle• Marketing evolution
Choosing and Communicating an Effective Positioning in the Market
How to choose good elements: •Memorable•Meaningful•Likeable•Transferable•Adaptable
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
Advantages of Strong Brands
• Improved perceptions of product performance
• Greater loyalty• Less vulnerability to
competitive marketing actions
• Less vulnerability to crises
• Larger margins• More inelastic
consumer response• Greater trade
cooperation• Increased marketing
communications effectiveness
• Possible licensing opportunities
How Brands are Differentiated
• Product
• Personnel
• Channel
• Image
Product Differentiation
• Product form• Features• Performance• Conformance• Durability• Reliability• Reparability
• Style• Design• Ordering ease• Delivery• Installation• Customer training• Customer consulting• Maintenance
Personnel Differentiation
•Better trained •Competent •Trustworthy•Friendly & respectful•Reliable•Responsible•Good communicator
Channel Differentiation
• Coverage• Expertise• Performance
Image Differentiation
• Establish character and value proposition • Convey in a distinctive way•Deliver emotional power
Product Life Cycles Stages
Appropriate Marketing Strategiesfor stages of product life cycle
Stages:Growth; Stable; Decaying Maturity
Improve quality Distribution Advertising Sales Promotion Services
Attract
Market Evolution
• Emergence
• Growth
• Maturity
• Decline
Communicate effective positioning
Brand Differentiation Marketing Strategies
Market Evolution
Summary
• What is Brand & Branding?• How to choose and communicate effective
positioning• Brand Differentiation• The different marketing strategies• Evolution of marketing