Branding Course

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

Branding Course

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Branding and Marketing Management

Strategic Brand Management

Strategic Marketing Management

Branding Marketing Customer

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

Branding is strategic & Marketing is tactical

Market Branding Customer

7.Growth and Sustainable

Fragrant and manageable

Good Damage hair

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

Value –This is what we believe and value

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

1.Define Target Customer

2.Brand benefit and attribute(POD)

3.Write Brand positioning statement

(2)Their need and enemy(Pain point)

(3)How they buy?

Iconic/Symbolic Logos Wordmark Combination Marks

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

 Brand behave like Human

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

 Behavior (love, Kind, ruler, honest)

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

Jingles are musical message written around the brand

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