Markma Report Chapter 10

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