2. Outline
⢠What is Brand/Branding
⢠Choosing & communicating effective
positioning in market
⢠Differentiating brands
⢠Marketing strategies for stages of product life
cycle
⢠Marketing evolution
3. Choosing and Communicating an
Effective Positioning in the Market
How to choose good elements:
â˘Memorable
â˘Meaningful
â˘Likeable
â˘Transferable
â˘Adaptable
4. 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
5. Advantages of Strong Brands
⢠Improved ⢠Larger margins
perceptions of ⢠More inelastic
product
performance consumer response
⢠Greater loyalty ⢠Greater trade
⢠Less vulnerability cooperation
to competitive ⢠Increased marketing
marketing actions communications
⢠Less vulnerability effectiveness
to crises ⢠Possible licensing
opportunities
6. How Brands are Differentiated
⢠Product
⢠Personnel
⢠Channel
⢠Image
15. Summary
⢠What is Brand & Branding?
⢠How to choose and communicate effective
positioning
⢠Brand Differentiation
⢠The different marketing strategies
⢠Evolution of marketing