Individual Presentation for Markma Chapter 10

1. Crafting the Brand Positioning
Kristoffer Z. Jongco

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

7. Product Differentiation
• Product form • Style
• Features • Design
• Performance • Ordering ease
• Conformance • Delivery
• Durability • Installation
• Reliability • Customer training
• Reparability • Customer consulting
• Maintenance

8. Personnel Differentiation
•Better trained
•Competent
•Trustworthy
•Friendly & respectful
•Reliable
•Responsible
•Good communicator

9. Channel Differentiation
•Coverage
•Expertise
•Performance

10. Image Differentiation
•Establish character and value proposition
•Convey in a distinctive way
•Deliver emotional power

11. Product Life Cycles Stages

12. Appropriate Marketing Strategies
for stages of product life cycle
Stages:
Growth; Stable; Decaying Maturity
Improve quality Distribution Advertising Sales Promotion Services
Attract

13. Market Evolution
• Emergence
• Growth
• Maturity
• Decline

14. Communicate effective positioning
Brand Differentiation Marketing Strategies
Market Evolution

15. Summary
• What is Brand & Branding?
• How to choose and communicate effective
positioning
• Brand Differentiation
• The different marketing strategies
• Evolution of marketing