BRANDING &

POSITIONING
6.53

BA 312- Marketing Management

Rodrigo Juaban Jr.
Carla Celia Iligan
BRANDING
 is the process of creating a unique image of the
company’s product mainly through brand logos,
tagline and advertising strategies.

 aims to establish a significant and differentiated

presence in the market that attracts and retains
loyal customers.

 A brand represents a vital portion of the company’s

intangible asset

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IMPORTANCE OF BRANDING
 Increases business value

 Generates new customers

 Improves employee pride and satisfaction

 Creates trust within the marketplace

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 BRAND EQUITY AND BRAND VALUE
Brand Equity Brand Value

 is consumer focused, as its value is derived from
consumer’s perceptions, experiences, memories and
associations concerning the brand.
 It is based on factors such as the brand's recognition,
customer loyalty, and customer satisfaction.
 is the net present value of the future cash flows
of the brand itself.
 the monetary value created by the brand for the
company in the market.
BRAND CREATION
1) Define your Target Market

2) Develop your Brand Identity

3) Establish your Brand Personality

4) Develop your Brand Messaging

5) Build your Brand Awareness

6) Monitor your Brand Reputation

7) Maintain and Develop your Brand

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TYPES OF BRANDING STRATEGIES
 Brand  Brand Name  Brand Sponsorship Development
Positioning Selection
 Brand

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ELEMENTS OF AN EFFECTIVE BRANDING STRATEGY

 Clearly defined brand identity

 Consistent brand messaging

 Strong visual identity

 Memorable brand experiences

 Differentiation from competitors

 Flexibility and adaptability

 Brand equity measurement

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 POSITIONING

 the act of designing the company’s offering and image to occupy a

distinctive place in the mind of the target market.

 the goal is to locate the brand in the minds of consumers to

maximize the potential benefit to the company.

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FACTORS IN BRAND POSITIONING

1. UNIQUE = COMPETITIVE DISTINCTIVENESS

2. DESIRABLE = RELEVANCY

7/1/20XX Pitch deck title 9

WHY IS BRAND POSITIONING
IMPORTANT?
 Shape consumer preferences
 Consumer loyalty
 Consumer-based brand equity
 Willingness to purchase the brand. 

An effective brand positioning will maximize customer

relevancy and competitive distinctiveness, in maximizing
the brand value.

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STEPS IN CREATING BRAND POSITIONING

WHO WHAT WHY

The target market. The brand, product or Choose the brand, product
The largest group of services you offer. or services.
prospects, and customer,
who share a similar needs. The need that the business Believe the brand, product
is serving. or services.

COMMUNICATE INTERNALLY COMMUNICATE EXTERNALLY 11

BRAND POSITIONING STRATEGIES
1. PRICE 4. QUALITY
 Focus on how you offer market-leading  Brand positioning by aligning your brand
value. with other high-quality products or services.
 Luxury over other factors.

2. CHARACTERISTICS
 Provide your brand with specific 5. COMPETITION
personality traits or characteristics like  How the brand can be differentiate from its
safety, fun, speed, or reliability. competitors.
 The position of the brand depends on how
the value it provides with its goods and
3. USE services compared to the value of similar
goods and services in the market.
 Specifics of your product’s application can
help you find a point of differentiation, a
unique audience, and memorable brand
positioning.

7/1/20XX Pitch deck title 12

 BRAND POSITIONING
STATEMENTS

 is a short strategic document that synthesizes the value

that the brand brings to a particular market segment.

 This solidifies everything you want people to think of

when they think of your brand.

7/1/20XX Pitch deck title 13

 BRAND POSITIONING STATEMENTS
Unlike other beverage options,
Coca-Cola products inspire
happiness and make a positive
difference in customers' lives,
and the brand is intensely
focused on the needs of
consumers and customers.
7/1/20XX
McDonald's has made itself to
be the family friendly low cost
restaurant in the fast food
business. We have a narrow
scope for a customer base and
a low cost strategy. In recent
years we have tended to
broaden our scope to appeal to
more customers.
Pitch deck title
A subscription-based video-
on-demand platform that's
easy to access from anywhere,
at any time, on mobile/tablets or
TV, with a wealth of experience
and broadcast-quality video, all
to satisfy consumers' digital
consumption desires.
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THANK YOU

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