MSTC'14 - Business & Marketing Workshop - Secrets of Branding
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Transcript of MSTC'14 - Business & Marketing Workshop - Secrets of Branding
Agenda
•What and Why?• Branding Definition• Brand Equity• Brand Positioning
• Brand Name Selection• Brand Sponsor• Trademarks• Brand Development
VIDEO
Branding Definition
Brands are more than just names and symbols. Brands represent consumers’ perceptions and feelings about products and its performance – everything that the product or service means to consumers.
Brand Equity
Logo
Names
Color
Brand Equity
The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks and channel relationships.
Brand Valuation
$69 Billion
Brand Positioning
VIDEO
Several Levels
•Attributes
•Benefits
•Culture
•Personality
Attributes “Well Engineered”
Benefits“Durable”
Culture“German”
Personality“Middle-Aged Business Executive”
Brand Name Selection
Product benefits and qualities
Easy to pronounce
Distinctive
Translate Easily
Trademark
Brand Development
Brand Development
Multibrands New Brands
Line Extension Brand Extension