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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
BRAND POSITIONING
• 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?
WELL CRAFTED BRAND
POSITIONING
• The target market we wish to pursue
• Business we are in or category we
compete in
• PODs, POPs & key benefits
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.

product cannibalization.

evaluate brand performance and worth
and allows better resource-allocation
decisions.

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!!!
PRODUCT-LINE BRANDING
STRATEGY
Pros

Cons

economies of scale in advertising and
promotion.

Difficult to extend different consumer
groups or segments.

each new line extension strengthens
the position of the brand and therefore
its image.
The line helps defend the category
from predatory attack.
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
a single brand name allows
brand to carry all products some economies of scale in
under the biscuits business. advertising and promotion
as the products tend to carry
We invest to build this
the same overall brand
brand and give it a unique
values and positioning.
identity.

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

Choco2

Geena Vanilla

Choco2 Honey

Yami

Double Choco2

Yami Caramel

Petit Beurre

Yami Choco

80GM

Finger

1000GM
Brand strategy
BRAND HIERARCHY
Food Business
Zalloum Group

Rawabi Food
business

Tommato paste
business

Beans business
(Rawabi)

99 (400GM)

Buscuits
buisness

(Rawabi)

high
concentration

74 (380GM)

300GM

medium
concentration

140GM
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

Focusing on
traditional
factors /POP in
communication

Unique
Revenue and
brand identity

Theme
STRONG diff’n
Artistic style
How does one build PROFITABLE brands?
• Blue Ocean Strategy
How does one build PROFITABLE brands?
• Differentiation: something that says “WOW”
How does one build PROFITABLE brands?
• Differentiation: something that says “WOW”
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

Simplicity

Stay relevant

Consistent

Keep adding
value

Specialization
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?

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Brand strategy

  • 2. 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
  • 3. 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?
  • 4. BRAND VISION • Where the brand can go and where it cannot? • What business are we in?
  • 5. 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
  • 6. BRAND POSITIONING • Kraft Foods – Delicious food
  • 7. BRAND POSITIONING • LU Premium biscuits – health & Wellness
  • 8. BRAND POSITIONING • Mc-Vitie’s – Natural & healthy biscuits
  • 9. BRAND POSITIONING • Walkers – “The world's finest shortbread.“ • Then, Scotland’s finest…
  • 10. 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?
  • 11. WELL CRAFTED BRAND POSITIONING • The target market we wish to pursue • Business we are in or category we compete in • PODs, POPs & key benefits
  • 12. 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
  • 13. 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. product cannibalization. evaluate brand performance and worth and allows better resource-allocation decisions. higher advertising and promotion budget totally self-supporting with little or no corporate brand name assistance.
  • 15. 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
  • 16. 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!!!
  • 17. PRODUCT-LINE BRANDING STRATEGY Pros Cons economies of scale in advertising and promotion. Difficult to extend different consumer groups or segments. each new line extension strengthens the position of the brand and therefore its image. The line helps defend the category from predatory attack.
  • 18. 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
  • 20. 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
  • 22. BEST STRATEGY OPTION STRATEGY OBJECTIVE ADVANTAGES PRODUCT- RANGE BRANDING STRATEGY We establish an umbrella a single brand name allows brand to carry all products some economies of scale in under the biscuits business. advertising and promotion as the products tend to carry We invest to build this the same overall brand brand and give it a unique values and positioning. identity. According to the current situation, this is the best strategy that meets future objectives of the biscuits business.
  • 23. BRAND HIERARCHY Biscuits business Zalloum Group Biscuits business (Bis Kit) Geena Geena strowberry Geena Chocolate Choco2 Geena Vanilla Choco2 Honey Yami Double Choco2 Yami Caramel Petit Beurre Yami Choco 80GM Finger 1000GM
  • 25. BRAND HIERARCHY Food Business Zalloum Group Rawabi Food business Tommato paste business Beans business (Rawabi) 99 (400GM) Buscuits buisness (Rawabi) high concentration 74 (380GM) 300GM medium concentration 140GM
  • 26. 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
  • 27. 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
  • 29. Brand Building • Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch
  • 30. What kind of activities? Eg. • Product development • Packaging • Advertising • Promotion • Sales and distribution
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. How does one build PROFITABLE brands? Blue Ocean Strategy Multiple Product/brand variations that decrease uniqueness. Ex. Happy Choco in different brand extentions Focusing on traditional factors /POP in communication Unique Revenue and brand identity Theme STRONG diff’n Artistic style
  • 36. How does one build PROFITABLE brands? • Blue Ocean Strategy
  • 37. How does one build PROFITABLE brands? • Differentiation: something that says “WOW”
  • 38. How does one build PROFITABLE brands? • Differentiation: something that says “WOW”
  • 39. How does one build PROFITABLE brands? • Blue Ocean Strategy
  • 40. 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!
  • 41. 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.
  • 42. 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
  • 43. The value proposition Sort out functional values Simplicity Stay relevant Consistent Keep adding value Specialization
  • 44. Creating the brand • Choosing a brand name • Develop rich associations and promises • Managing customer brand contact to meet and exceed expectations
  • 45. 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?
  • 46. A brand name should indicate • Product benefits • Product quality • Names easy to remember, recognize, pronounce • Product category • Distinctiveness
  • 47. 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
  • 48. 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
  • 49. • Thank you • Questions?