Submitted to:
Dr. AMR KHEIR EL DIN
“BRANDING”
By: Ahmed Amin
DBA
AAMBFS
CONTENTS
WHAT IS BRAND?
WHAT IS BRAND
EQUITY?
WHAT IS BARND
PERSONALITY
How to Build a
STRONG BRAND?
What is the BRAND?
“The brand represents everything that a product or service
means to consumers.”–KOTLER
“The brand is name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and
services of one seller or group of sellers and to differentiate
them from those of competition.”-American Marketing
Association (AMA)
“Products are
created in the
factory, but
brands are
created in the
mind.”
What is the
BRAND EQUITY?
“The differential effect that knowing
the brand name has on customer
response to the product or its
marketing. It’s a measure of the
brand’s ability to capture consumer
preference and loyalty”- KOTLER
Consumer Perception
Dimensions
➔ Differentiaton
what makes the brand stand out?
➔ Relevance
how consumers feel it meets their needs?
➔ Knowledge
how much consumers know about the
brand?
➔ Esteem
how highly consumers regard and respect
the brand?
Consumers sometimes bond very closely with specific
brands. Perhaps the ultimate expression of brand
devotion is tattooing the brand on your body.
What is the
BRAND
PERSONALITY?
A brand personality is the specific mix
of human traits that may be
attributed to a particular brand
Five Traits
➔ Sincerity
down-to-earth, honest, wholesome,
and cheerful
➔ Excitement
daring, spirited, imaginative, and upto-date
➔ Competence
reliable, intelligent, and successful.
➔ Sophistication
upper class and charming
➔ Ruggedness
outdoorsy and tough.
How to build a STRONG BRAND?
Why Brands Fail?
➔ Brand Ego
➔ Brand Amnesia
➔ Brand Fatigue
➔ Brand Irrelevance
WORLD’S MOST
VALUABLE BRANDS
RANKING
The graphic pulls data from the 2020
edition of Brand Finance’s annual Global
500 report, which ranks the world’s top
brands by value using a multi-dimensional
formula. By quantifying the true value of a
brand, investors and key decision makers
can identify value that extends beyond
quarterly earnings reports.
“YOUR BRAND IS THE
SINGLE MOST
IMPORTANT
INVESTMENT YOU
CAN MAKE IN YOUR
BUSINESS”-STEVE
FORBES
THANK YOU