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:
•Memorable
•Meaningful
•Likeable
•Transferable
•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