BRAND

STRATEGY

Agenda

• Brand vision

• Brand positioning

• Strategic branding | Four types

• Most suitable strategy

• Brand hierarchy

• Brand awareness, building & equity

• Blue ocean strategy

• Brand ambassadors

• Value added, brand elements

• 360 ° brand experience

• Questions

BRAND VISION

• What does Stand for?

• If I go to the streets asking the first 5 people I

meet do you know Zalloum?

• What do you know about Zalloum?

• What do you think they would say?

BRAND VISION

• Where the brand can go and where it cannot?

• What business are we in?

BRAND POSITIONING

• The place in the consumer’s mind that we want

our brand to own –the benefit we want them

to think of when they think of our brand

• Kraft Foods – Delicious food

BRAND POSITIONING

• LU Premium biscuits – health & Wellness

BRAND POSITIONING

• Mc-Vitie’s – Natural & healthy biscuits

BRAND POSITIONING

• Walkers – “The world's finest shortbread.“

• Then, Scotland’s finest…

BRAND POSITIONING

• Now, what is our brand positioning strategy?

• What type of biscuits can we do BEST?

• Do we want to lead the market in a specific

biscuits category?

• What do we want people to think of us?

• If we decide on such a specific category, do we

have the capabilities to become pioneers in it?

BRAND POSITIONING

• The target market we wish to pursue

• Business we are in or category we

compete in

• PODs, POPs & key benefits

WELL CRAFTED BRAND

POSITIONING

Types of branding strategy

• Zalloum can opt for one or more of the 4 brand

strategies:

1. Product branding

2. Product-line branding

3. Product-range branding

4. Corporate branding

PRODUCT BRANDING STRATEGY

• an exclusive brand name for each product and the company name being ignored. Every new product the company brings on to the market is a new brand.

• Ex. Uniliver brands

Pros Cons

It allows the brand to have unique

values, personality, identity and

positioning.

evaluate brand performance and worth

and allows better resource-allocation

decisions.

product cannibalization.

higher advertising and promotion

budget

totally self-supporting with little or no

corporate brand name assistance.

PRODUCT BRANDING STRATEGY

PRODUCT-LINE BRANDING

STRATEGY

• products appear under the same brand name, same

basic identity but with slightly different competencies

• E.g. Product line extension - Ivory soap and Ivory

shampoo

BRAND EXTENTIONS

• The concept of congruence determines the success of a brand extension strategy

• E.g. Johnson’s baby powder and Johnson’s baby oil – high congruence. But imagine Lysol toilet bowl cleaner and Lysol toothpaste!!!

Pros Cons

economies of scale in advertising and

promotion.

each new line extension strengthens

the position of the brand and therefore

its image.

The line helps defend the category

from predatory attack.

Difficult to extend different consumer

groups or segments.

PRODUCT-LINE BRANDING

STRATEGY

PRODUCT- RANGE BRANDING

STRATEGY

• A number of products in a broad category are grouped

together under one brand name and promoted with one basic identity

• Compared to product-line branding, product-range branded products carry out basically the same functions but at different performance levels like various cars in the Mercedes S, E, C and A class and Intel’s Pentium and Celeron ranges of microprocessors

• Therefore the advantage here is that a single brand name allows some economies of scale in advertising and promotion as the products tend to carry the same overall brand values and positioning

PRODUCT- RANGE BRANDING

STRATEGY

CORPORATE BRANDING

STRATEGY

• The product brand name has a high profile but is

endorsed by the parent company which gives the

product a stamp of quality and credibility

• Here the product brand is self supporting in

practically every respect but retains the assurance of

the corporate brand endorsement

• The main disadvantage here is that corporate does

not leverage scale of economies in advertising and

promotion as each product gets advertised separately

CORPORATE BRANDING

STRATEGY

BEST STRATEGY OPTION

STRATEGY OBJECTIVE ADVANTAGES

PRODUCT- RANGE

BRANDING STRATEGY We establish an umbrella brand to carry all products under the biscuits business. We invest to build this brand and give it a unique identity.

a single brand name allows

some economies of scale in

advertising and promotion

as the products tend to carry

the same overall brand

values and positioning.

According to the current situation, this is the best strategy that meets future

objectives of the biscuits business.

BRAND HIERARCHY

Biscuits business

Zalloum Group

Biscuits business

(Bis Kit)

Geena

Geena strowberry

Geena Chocolate

Geena Vanilla

Choco2

Choco2 Honey Double Choco2

Yami

Yami Caramel Yami Choco

Petit Beurre

80GM 1000GM

Finger

BRAND HIERARCHY

Food Business

Zalloum Group

Rawabi Food business

Beans business

(Rawabi)

99 (400GM) 74 (380GM)

Tommato paste business

(Rawabi)

high concentration

300GM 140GM

medium concentration

Buscuits buisness

What is a brand?

• A brand is a name, label, package, sign,

symbol, design, character or a combination of

the above to identify the goods or service of a

seller and differentiate it from the rest of the

competitors

• Ex. Al Bader and Golden

Brand Awareness

• brand recall requires that consumers correctly generate the brand from memory when given relevant cue

• For example, recall of Kellogg's Corn Flakes will depend on consumers ability to retrieve the brand when they think of the cereal category

Brand Awareness

Brand Building

• Involves all the activities that are necessary to

nurture a brand into a healthy cash flow

stream after launch

What kind of activities?

Eg.

• Product development

• Packaging

• Advertising

• Promotion

• Sales and distribution

Brand equity

What happens when equity increases?

•Bargaining power with distributors on price

can have some justification for above the

average pricing

•Channels will search for our products, thus

less distribution cost

•Stronger competitive position in the market

•Lower advertising and promotions cost

•We can have more brand extensions

How does one build PROFITABLE brands?

• Economics and market price

• Branding can ask for a higher price claiming “I

am different and unique, not like others!”

• Impulse items, people are willing to pay more

buying emotional factors of a brand, intangible

assets of a brand

Barriers to Long-Term Success of Improving Existing Businesses

• Competitors response – fast and vigorous

• Hard to hide incremental innovations

• Market dynamics – easy to get behind/less relevant

PPT 12-34

How does one build PROFITABLE brands?

Blue Ocean Strategy

Multiple Product/brand variations that decrease uniqueness. Ex. Happy

Choco in different brand extentions

Unique Revenue and

brand identity

Theme STRONG diff’n

Artistic style

Focusing on traditional

factors /POP in communication

How does one build PROFITABLE brands?

• Blue Ocean Strategy

• Differentiation: something that says “WOW”

How does one build PROFITABLE brands?

• Differentiation: something that says “WOW”

How does one build PROFITABLE brands?

How does one build PROFITABLE brands?

• Blue Ocean Strategy

How does one build brands?

• Product placement in a mall - Guerrilla marketing

• REAL RACING CAR!

• promotion, small car as a gift with every package

Get your chance to win this car!

Brand Ambassadors

• A marketing term for a celebrity employed by

a company to promote its products or services

within the activity known as celebrity

branding.

How does one add value?

• “value is in the eyes of the beholder”

• Good product quality / consistent

• Unique identity that communicates the value of quality

• It is hard for rivals to copy emotional factors

The value proposition

Sort out functional values

Stay relevant

Keep adding value

Specialization

Consistent

Simplicity

Creating the brand

• Choosing a brand name

• Develop rich associations and promises

• Managing customer brand contact to meet and

exceed expectations

Considerations in choosing a brand

name

• What does the brand name mean?

• What associations / performance / expectations

does it evoke ?

• What degree of preference does it create?

A brand name should indicate

• Product benefits

• Product quality

• Names easy to

remember, recognize,

pronounce

• Product category

• Distinctiveness

Brand Elements

• Criteria for choosing brand elements: • Memorability: easily recalled and recognized. • Meaningful: descriptive and persuasive meaning. Identified

based on the brand element. Suggest something about a particular kind of product, key attributes or benefits.

• Likeability: fun and interesting. Rich visual and verbal imagery. Pleasing.

• Transferability: within all categories, ages and cities. In general, the less specific the name, the more easily it can be transferred across categories.

• Adaptability: most brand elements must be updated. (Betty Crocker brand stays up-to-date).

• Protectability: legally protected internationally or regionally

360 ° Brand Experience

• It is the marketer’s promise to give a set of

features and benefits consistently

• A logo is not your brand, nor is it your identity

• Thank you

• Questions?