Online Branding By Eng. Muhammad Magdi Information Technology Institute Ministry of Communications and Information Technology
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Online Branding By
Eng. Muhammad Magdi
Information Technology Institute
Ministry of Communications and Information Technology
Market is an Endless
War
The Battle of
Positioning
Your Weapon is Your
BRAND
Brand What Is a
“A brand is a name, term, sign, symbol, or
design or a combination of them,
intended to identify the goods and
services of one seller or group of sellers
and to differentiate them from those of
the competitor.” Philip Kotler
Brand How to build a
Step
Segmentation
Targeting
Positioning
Step
Market Leadership Strategies
Operational
Excellence
Customer
Intimacy
Product
Leadership
By: Michael Treacy, Fred Wiersema
Operational
Excellence
Customer
Intimacy
Product
Leadership
Step
Set a
Positioning Statement
Target
Segment
Point of
Difference
Frame of
Reference
(Point of Parity)
For (target customers)
Who (have the following problem)
Our product is a (describe the product or solution)
That provides (cite the breakthrough capability)
Unlike (reference competition),
Our product/solution (describe the key point of
competitive differentiation)
Positioning Statement Template
For movie producers and others Who depend heavily on
post-production special effects, Silicon Graphics provides
computer workstations That integrate digital fantasies with
actual film footage. Unlike any other vendor of computer
workstations, SGI has made a no-compromise
commitment to meeting film makers’ post-production
needs.
Silicon Graphics
Positioning Statement
Step
Emotional
Modifier
Brand
Function Descriptive
Modifier
Fun Food Family
Step
Brand Elements Names Characters Jingles
Logos & Symbols Slogans Packages
Protectable A
da
pta
ble
M
ea
nin
gfu
l
Transferable
M
em
ora
ble
Appealing
Brand Elements
Criteria
Step
Brand Equity Or
CBBE Customer Based Brand Equity
The power of a brand lies in what
resides in the minds of customers
“The differential effect that brand knowledge
has on consumer response to the marketing
of that brand” Kevin Lane Keller
By Kevin Lane Keller
Is the brand valuable
Brand Value
Then …
The New Normal
Always On Consumer
Always On Marketer
Africa/
Middle East
85
76
71
71
70
73
69
65
59
64
57
62
55
Millennials
85
75
70
78
67
66
62
62
60
60
60
57
55
How Can We Do It ?
Choose a Model to Use
Digital Branding Strategy
Framework
-Expose
Consideration Driving Sales Awareness
-Engage
Grow Loyalty
-Attract
-Influence
-Retain Digital Metrics Play Book by Enrique Quevedo, Daniel Besquin & Michelle Read
Digital Marketing Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis-Chadwick
Invented by Paul R. Smith
Created by Dr. Dave Chaffey
PRACE
Plan (SOSTAC)
+ REACH
+ ACT
+ CONVERT + ENGAGE
By Dave Chaffey & Paul R. Smith
Which One to Use?
How to Use It?
Mohab will tell you…
Thanks [email protected]
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