Branding Positioning

BRANDING &
POSITIONING
6.53
BA 312- Marketing Management

Rodrigo Juaban Jr.
Carla Celia Iligan
BRANDING
 is the process of creating a unique image of the
company’s product mainly through brand logos,
tagline and advertising strategies.
 aims to establish a significant and differentiated

presence in the market that attracts and retains
loyal customers.
 A brand represents a vital portion of the company’s

intangible asset
2
IMPORTANCE OF BRANDING
 Increases business value
 Generates new customers
 Improves employee pride and satisfaction
 Creates trust within the marketplace
3
BRAND EQUITY AND BRAND VALUE
Brand Equity Brand Value
 is consumer focused, as its value is derived from  is the net present value of the future cash flows
consumer’s perceptions, experiences, memories and of the brand itself.
associations concerning the brand.
 It is based on factors such as the brand's recognition,  the monetary value created by the brand for the
customer loyalty, and customer satisfaction. company in the market.
BRAND CREATION
1) Define your Target Market
2) Develop your Brand Identity
3) Establish your Brand Personality
4) Develop your Brand Messaging
5) Build your Brand Awareness
6) Monitor your Brand Reputation
7) Maintain and Develop your Brand
5
TYPES OF BRANDING STRATEGIES
 Brand  Brand Name  Brand Sponsorship Development
Positioning Selection
 Brand
6
ELEMENTS OF AN EFFECTIVE BRANDING STRATEGY
 Clearly defined brand identity
 Consistent brand messaging
 Strong visual identity
 Memorable brand experiences
 Differentiation from competitors
 Flexibility and adaptability
 Brand equity measurement
7
POSITIONING
 the act of designing the company’s offering and image to occupy a

distinctive place in the mind of the target market.
 the goal is to locate the brand in the minds of consumers to

maximize the potential benefit to the company.
8
FACTORS IN BRAND POSITIONING
1. UNIQUE = COMPETITIVE DISTINCTIVENESS
2. DESIRABLE = RELEVANCY
7/1/20XX Pitch deck title 9

WHY IS BRAND POSITIONING
IMPORTANT?
 Shape consumer preferences
 Consumer loyalty
 Consumer-based brand equity
 Willingness to purchase the brand.
An effective brand positioning will maximize customer

relevancy and competitive distinctiveness, in maximizing
the brand value.
10
STEPS IN CREATING BRAND POSITIONING
WHO WHAT WHY
The target market. The brand, product or Choose the brand, product
The largest group of services you offer. or services.
prospects, and customer,
who share a similar needs. The need that the business Believe the brand, product
is serving. or services.
COMMUNICATE INTERNALLY COMMUNICATE EXTERNALLY 11

BRAND POSITIONING STRATEGIES
1. PRICE 4. QUALITY
 Focus on how you offer market-leading  Brand positioning by aligning your brand
value. with other high-quality products or services.
 Luxury over other factors.
2. CHARACTERISTICS
 Provide your brand with specific 5. COMPETITION
personality traits or characteristics like  How the brand can be differentiate from its
safety, fun, speed, or reliability. competitors.
 The position of the brand depends on how
the value it provides with its goods and
3. USE services compared to the value of similar
goods and services in the market.
 Specifics of your product’s application can
help you find a point of differentiation, a
unique audience, and memorable brand
positioning.

BRAND POSITIONING
STATEMENTS
 is a short strategic document that synthesizes the value

that the brand brings to a particular market segment.
 This solidifies everything you want people to think of

when they think of your brand.

BRAND POSITIONING STATEMENTS
Unlike other beverage options, McDonald's has made itself to A subscription-based video-
Coca-Cola products inspire be the family friendly low cost on-demand platform that's
happiness and make a positive restaurant in the fast food easy to access from anywhere,
difference in customers' lives, business. We have a narrow at any time, on mobile/tablets or
and the brand is intensely scope for a customer base and TV, with a wealth of experience
focused on the needs of a low cost strategy. In recent and broadcast-quality video, all
consumers and customers. years we have tended to to satisfy consumers' digital
broaden our scope to appeal to consumption desires.
more customers.

THANK YOU
15

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BRANDING &

BA 312- Marketing Management

 aims to establish a significant and differentiated

 A brand represents a vital portion of the company’s

 Generates new customers

 Improves employee pride and satisfaction

 Creates trust within the marketplace

2) Develop your Brand Identity

3) Establish your Brand Personality

4) Develop your Brand Messaging

5) Build your Brand Awareness

6) Monitor your Brand Reputation

7) Maintain and Develop your Brand

 Clearly defined brand identity

 Consistent brand messaging

 Strong visual identity

 Memorable brand experiences

 Differentiation from competitors

 Flexibility and adaptability

 Brand equity measurement

 the act of designing the company’s offering and image to occupy a

 the goal is to locate the brand in the minds of consumers to

1. UNIQUE = COMPETITIVE DISTINCTIVENESS

7/1/20XX Pitch deck title 9

An effective brand positioning will maximize customer

WHO WHAT WHY

COMMUNICATE INTERNALLY COMMUNICATE EXTERNALLY 11

7/1/20XX Pitch deck title 12

 is a short strategic document that synthesizes the value

 This solidifies everything you want people to think of

7/1/20XX Pitch deck title 13

7/1/20XX Pitch deck title 14

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