BRANDING

OUTLINE

DEFINATION OF Branding Strategies Brand Positioning

CONCEPTS

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 DEFINITION OF
CONCEPTS

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 BRANDING
1. Branding

• BRANDING is about building or maintaining a favorable identity and image

of the company and/or its products/services in the mind of the consumer.

• The use of a name, design, symbol, or a combination of those elements that

a company uses to help differentiate its products from the competition

• Branding describes a company’s efforts to develop a personality and make

its products or services different from the competition

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 BRAND
2. Brand
• A brand is a name, term, sign, symbol, design, or a combination of these elements that is
intended to identify the goods or services of a seller and differentiate them from
competitors

• A brand is an intangible marketing or business concept that helps people identify a

company, product, destination, or individual.

• A brand is the way a product, company, or individual is perceived by those who

experience it. A name becomes a brand when consumers associate it with a set of
tangible and intangible benefits that they obtain from the product or service.
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The popular Starbucks has earned its brand image from the opinions of its customers.

The brand Starbucks stands for bolder, more flavorful coffee.

Thus, you can see that Brands are “what the consumers buy”,
while products are “what concern/companies make”.

Brand is a promise that the product will perform as per customer’s expectations.

It is a name, term, sign, symbol or a combination of all

these which differentiate the goods/services of one seller or group of sellers
from those of competitors.
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 BRAND EQUITY
3. Brand Equity
• Brand Equity: The total accumulated value or worth of a brand.
• Brand Equity can be thought of as an intangible asset of added value or goodwill
that results from the favorable image, impressions of differentiation and/or
strength of consumer attachment to a company name, brand name or trademark.
• That value is determined by consumer perception of and experiences with the
brand. If people think highly of a brand, it has positive brand equity. When a brand
consistently under-delivers and disappoints to the point where people
recommend that others avoid it, it has negative brand equity.
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 BRAND EQUITY
It includes brand loyalty,
brand awareness, brand
association and perceived
quality.

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 3 (a) Brand Loyalty

BRAND EQUITY
• Brand loyalty is the repeat purchases of a particular brand based on the perception of higher quality and better service than any
competitor.

• Brand loyalty is a customer’s attachment to a certain brand or product and their tendency to make repeat purchases. It also
includes consumers’ positive emotions and feelings associated with a company and its word-of-mouth promotion.

STARTEGIES FOR BRAND LOYALTY

1. Best-in-Class Quality: The first and most important qualification—the essential condition— for brand loyalty is quality

2. Customer Service: Exceptional customer service is expensive—24/7 chat reps, social-media managers, phone operators,
support-ticket staff—but ensuring that customers always receive first-class service is an investment that drives the level of
brand loyalty that generates big returns.

3. Brand Ambassadors: a successful brand ambassador should have an authentic, professional presence, in-depth knowledge of
products and services, and highly developed expertise at building loyal customer relationships.

4. Loyalty Programs: Establishing a program to reward existing customers for their business is one of the most direct ways to build
brand loyalty.

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 STARTEGIES FOR BRAND LOYALTY

BRAND EQUITY
1. Best-in-Class Quality: The first and most important qualification—the essential condition— for brand
loyalty is quality

2. Customer Service: Exceptional customer service is expensive—24/7 chat representatives, social-media

managers, phone operators, support-ticket staff—but ensuring that customers always receive first-class
service is an investment that drives the level of brand loyalty that generates big returns.

3. Brand Ambassadors: a successful brand ambassador should have an authentic, professional presence, in-
depth knowledge of products and services, and highly developed expertise at building loyal customer
relationships.

4. Loyalty Programs: Establishing a program to reward existing customers for their business is one of the
most direct ways to build brand loyalty.

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 BENEFITS OF BRAND LOYALTY

BRAND EQUITY
***
Customers who stay with a company for a long time;
Reduced expenditures on customer retention;
Positive associations and emotions.
Advantages over competitors;
New leads and customers;
Word-of-mouth promotion;
Increased brand value;
Brand recognition;

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 BRAND EQUITY
3 (b) Brand Awareness

• Brand awareness refers to the familiarity of consumers with a

particular product or service.

• Brand awareness is the extent to which customers are able to recall

or recognize a brand under different conditions

• A brand awareness campaign seeks to familiarize the public with a

new or revised product and differentiate it from the competition.
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 Brand recognition
vs
Brand awareness
• Brand recognition is the extent to which a consumer can correctly identify
your brand based on visual indicators such as logo and colors.

• Brand awareness takes brand recognition a step further. It involves

recalling not only the business name (ideas for creative business names
here!), but also the general feeling of the business, information about its
products and services, and other experiential details.

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 Brand awareness Strategies
• Referral programs

• Impressive customer content

• Social media campaign

• Social media contests

• Influencer marketing

• Content marketing

• PPC Adverts

• Freebies
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 3. (c) Brand Association
• A brand association is a mental connection a customer makes between your brand and a concept, image, emotion, experience,
person, interest, or activity.

• Brand association can be positive or negative and it heavily influences purchase decisions.

• Brands want to create positive associations and ideally, brand associations are simple, positive, and immediate.
• electric cars? you likely think of Tesla.
• Family movies? Disney or Pixar.
• Athletic shoes? Nike is.
• Wildlife destination?....Maasai Mara
• Coffee ?..... Starbucks
• Pizza eatery?

• A brand association is one word, image, or concept that comes to mind quickly and they’re important for every company to
cultivate.

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 Process of Brand Equity Development

BRAND EQUITY
1. Awareness
• The brand is introduced to its target audience – often with advertising – in a way that gets it noticed.

2. Recognition
• Customers become familiar with the brand and recognize it in a store or elsewhere.

3. Trial
• Now that they recognize the brand and know what it is or stands for, they try it.

4. Preference
• When the consumer has a good experience with the brand, it becomes the preferred choice.

5. Loyalty
• After a series of good brand experiences, users not only recommend it to others, it becomes the only one they will buy and
use in that category. They think so highly of it that any product associated with the brand benefits from its positive glow.

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 BRAND ESSENCE
4. Brand Essence

• Brand Essence: The reliable feeling customers come to expect when they
interact with a particular brand.

• It is a long term, repeatable emotion the brand can illicit in customers

• It defines what a brand stands for, shapes the overall identity, and aims to invoke
a particular thought, feeling, or emotion in consumers. Typically, it's expressed in
two to three words

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 Brand Airbnb – Belong Anywhere

Essence Patagonia – Responsible and Sustainable

Examples Starbucks – Rewarding Everyday Moments

McDonald's – Consistency

BMW – Driving Pleasure

Nike – Authentic Athletic Performance

The Nature Conservancy – Saving Great Places

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 Brand essence should be made :

Relevant Timeless Memorable Distinct Bealievable.

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 5. Brand Identity

• Is the visual design of the brand, including....– Logo, Symbols, Packaging,

Design, Performance of a product/service and the Image or Associations in
consumer’s minds

• Encompasses the entire spectrum of consumer’s awareness, knowledge and

image of the brand as well as the company behind it.

• Is the sum of all points of encounter or contact that consumers have with the
brand, extending beyond the experience or outcome of using it.

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 a. Brand elements
• Slogan:
• short, memorable catch phrases used in advertising campaigns designed to create product affiliations among consumers

• Brand Mark:
• A symbol, element, art design, or visual image that helps immediately recognize a certain company.

• Logo:
• A logo is a symbol made up of text and images used to identify a brand.

• Trademark:
• A trademark is an easily recognizable symbol, phrase, or word that denotes a specific product.
• It legally differentiates a product or service from all others of its kind and recognizes the source company's ownership of the
brand.

• Graphics
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 Brand Personality
• Brand Personality: The outward characteristics of the brand sometimes associated with
human traits.
• Brand personality is a set of human characteristics that are attributed to a brand name.
• Main types of brand personalities are;
1. Excitement: Carefree, spirited, and youthful
2. Sincerity: Kindness, thoughtfulness, and an orientation toward family values
3. Ruggedness: Rough, tough, outdoorsy, and athletic
4. Competence: Successful, accomplished, and influential, which is highlighted by leadership
5. Sophistication: Elegant, prestigious, and sometimes even pretentious

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 Brand Promise
• Brand Promise: The expectations that customers have of the brand based upon what they have
seen in marketing communications.

• It serves as a company's foundational value and informs every aspect of the company, from its
messaging to its customer service.

• Common types of brand promises:

• Emotional: A promise appealing to emotion.
• Action-based: A promise tied to a specific action.
• Social: A promise based on ethical or social responsibility.

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 Brand Promise

• Examples:
• Starbucks -To inspire and nurture the human spirit – one person, one cup,
one neighborhood at a time.
• Coca-Cola - Refresh the world in mind, body, and spirit, and inspire moments
of optimism.
• Mariott - Creating Life's Unforgettable Moments

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 Advantages of Branding
1. Improved perceptions of product performance 7. More elastic consumer response to price
decreases
2. Greater loyalty
8. Greater cooperation and support from
3. Less vulnerability to competitive marketing
suppliers
actions
9. Greater support from marketing intermediaries
4. Less vulnerability to marketing crises
10. Increased marketing communications
5. Larger margins
effectiveness
6. More inelastic consumer response to price
11. Brand extension opportunities
increases

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 Positioning
• Two fundamental questions must be answered in order to ensure an effective
positioning.

• 1. To what NEED (from a consumer perspective) should the brand be linked?

• The answer to this positions the brand to optimize BRAND AWARENESS.

• 2. What BENEFITS should be emphasized in order to best communicate what the

brand offers?
• The answer to this will help position the brand to build a strong, positive BRAND ATTITUDE

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 Types of Brand Positioning:
a) Central Positioning
• There are 2 basic types of brand positioning: central and differentiated.

• Centrally positioned brands must be seen to deliver ALL the basic benefits associated with the
product category.
• The market regards centrally positioned brands as among the best or even THE best in a category.
• Therefore, their communication doesn’t have to talk about benefits as they are assumed.

• The ultimate central positioning is when the brand name becomes a generic term for the
category.

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 Types of Brand Positioning:
b) Differentiated Positioning
• This positioning looks for a way to meaningfully distinguish itself
from its competitors.
• Find a specific BENEFIT (or a small set of benefits) that is
important to the target audience and that they believe the brand
will deliver better than its competitors

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 Approaches to Brand positioning
• Positioning strategies generally focus on:
• a) the consumer or
• b) the competition.

• Both involve the association of the product benefits with consumer needs, but…

• – The a) strategy links the product/service with the benefits the consumer will derive (creating a
favorable brand image)

• – The b) approach positions by comparing it and the benefit it offers versus competition.

• The position of a product or brand is the key factor in communicating the benefits it offers and
differentiating it from competition.
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 Positioning Strategies

• Positioning by Product Attributes and Benefits

• Positioning by Price/Quality/Value

• Positioning by Use or Application

• Positioning by Product Class

• Positioning by Product User/Users

• Positioning by Competitor

• Positioning by Cultural Symbol

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