Branding and Marketing Management

Strategic Brand Management

Strategic Marketing Management

Market research
Different between Branding and Marketing

Branding Marketing Customer

Who I am ? Communicate and engagement Customer feel , trust and

this to customer buy this

Brand Marketing
Plan/Guideline Plan

Branding is strategic & Marketing is tactical

 Brand Owner or Manufacturer

Market Branding Customer

Marketing
Research

Distribution

Market Customer
Marketing
Research
 Brand
A brand is a name, logo, Symbol, design, or any other
feature that identifies one seller’s good or service as
distinct from those of other sellers” (American
Marketing Association).
 Benefit of Brand

 Legally protect
 Show different form competitors
 Easily extend new product
 Increase company Value
 Customer trust and confidence
 Developing Brand Plan

1.Research
2. Vision, Mission, Value

3. Target Customer

4. Competitor

5. Brand Positioning

6. Brand Identities

7.Growth and Sustainable

 Shampoo Branding positioning

Fragrant and manageable

Sun silk

Customer A Palmolive

Customer B

Anti-Dandruff Natural
Customer D
Clear

Health &
shoulder Customer C

Dove

Good Damage hair

Vision Statement: A one-sentence statement describing the
clear long-term desired change resulting
(what this brand want to be in future?)

Mission Statement: why this brand is stand and being for ?

Value –This is what we believe and value

 Brand Positioning

Brand Positioning- is a place in the mind of the customer

(Point of Different)

Customer Competitors

Point of Different
3 Steps of developing Brand positioning

1.Define Target Customer

2.Brand benefit and attribute(POD)

3.Write Brand positioning statement

 Target customer

(1)Segmentation
-Demographic-Age,income,gender,education,SEC, Family life cycle

-Geographic-Rural,Urban,and other

-Psychographic-interest,behavior,life style

(2)Their need and enemy(Pain point)

(3)How they buy?

Brand benefit and attribute(PoD)
How to develop Brand Positioning
 Apple Positioning Statement
Apple Computers offers the best personal computing experience to
students,educators,creative professionals and consumers around
the world through its innovation hardware,software and internet
offerings
 Brand Strategy

High Involvement

Symbolic Brand

Cognition Emotion

Functional Brand

Low Involvement
 Brand Elements(Brand Identities)
Brand elements(Brand identities) serve to identify and
differentiation the brand.
 Brand Name
 URLs (Uniform Resource Locator)
 Logos
 Symbols
 Brand personality
 Tone of Voice
 Characters
 Tagline
 Jingle
 Package
 Criteria for choosing brand elements

(1) Memorable
(Easily recognized and remember)

(2) Meaningful

(3) Likable
(Interesting)

(4)Transferable

(5)Protectable
(legally)
Brand Naming Procedures

Define
Objective Brand Positioning

Generate
Names Internal & External

Screen
Names

Research
Screen
Names

Select
final
Names
 Logos and Symbols

3 Types of Logos

Iconic/Symbolic Logos Wordmark Combination Marks

Brand Color
 Brand Tagline

 Tagline show the positioning of brand concept and can be used

in marketing materials and advertising.
 Brand Personality

 Brand behave like Human

 Age (young,Adult,Old)

 Life style (Funny, free style,workhard, Adventure)

 Behavior (love, Kind, ruler, honest)

 Social Economic class(lower , lower middle, upper middle , Higher class)

Tea mix Two brands personality
 Tone of Voice
Tone of Voice is how the seller communicates with the
consumer. It can be professional, friendly, or formal. It
builds consumer’s perception about the brand. Tone of
voice come from Brand personality

Jingles

Jingles are musical message written around the brand

and composed by professional soungwriters.During the
first half of the twentieth century, when broadcast
advertising was confined primarily to radio,jindles
were important branding devices
 Characters
Characters take on human or real-life characteristics.
Brand characters typically are introduced through advertising
and can play a central role in advertising campaigns and
packaging design.
 Packaging
1.What massage want to give
2.Attractive Design
3.Label/Ingredients
4.Bar code
5.Material
6.Amount( gram, liter)
7.Assit at Shelf and home storage
8.Product transportation
9. Aid Product consumption
 The Psychology of Packaging
 Packaging can influence Taste
 Packaging can influence Value
 Packaging can influence usage rate
 Execution and measure

Measure

Brand
Positioning/
Identities
Product

Price
Customer
4P
Place

Promotion
 Growth and Sustainable
Brand Architecture strategy
 Brand Guideline

(1)Brand Vision,Mission,Value
(2)Target Customer
(3)Brand Benefit and Positioning
(4)Competitors
(5)Brand Element and using in marketing tool and
other(Do & Don’t)
(6)Brand personality and Tagline
(7)Brand character
(8)Brand Architecture strategy