lesson 5- building strong brands positioning

8/13/2019 LESSON 5- Building Strong Brands Positioning

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VL_IXILEI


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VL_IXILEIEB

!Acc gar`jtieb stratjby is duict le _XV!In a olgpaey hljs ae jxojccjet mld ln

plsitileieb, tkje it oae wlr` lut tkj r

its gar`jtieb pcaeeieb aeh histjrjetianrlg its plsitileieb stratjby.


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VL_IXILEIEB- tkj aot ln hjsibeieb tkjolgpaeys lstjrieb aeh igabj tl loou

histieotivj pcaoj ie tkj gieh ln tkj tarbgar`jt.


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VL_IXILEIEB 7olevieoieb rjasle nlroustlgjrs tl duy tkj prlhuot (Oustlg

Nlousjh ^acuj Vrlplsitile)Olgpaey &

VrlhuotXarbjt Oustlgjrs Djejfits Vrioj ^

^lcvl _tatilewable

_anjty-olesoilusupsoacj nagicijs

Huradicity

&

sanjty

46 %prjgiug

gls

Hlgiels Vizza

Olevjeijeoj Giehjh

Vizza Clvjrs

Hjcivjry _pjjh

aeh Bllh Quacity16 %

prjgiug

A b

hjcivylur


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VL_IXILEIEB

!!"#$%$&' )& *)+$,)&$&' -"./$-"+ %"6"-4 ?-41" )? -"?"-"" 8: $%"&,?:$&' 64-'

14->"6+2 #)1*",,)& 4&% $%"&,?:$&' 6

*)$&6+=)?=*4-$6: 4&% *)$&6+=)?=%$0"-"&

8-4&% 4++)#$4,)&+3


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OLGVJXIXI^J NTAGJ LN TJNJTJEOJ -wkiok draehs hl ylu olgpjtj witk

!Hjtjrgiej Oatjblry Gjgdjrskip psudstitutjs Ol`j & Vjpsi, DHL DVI ae

!Xarbjt gar`jt aeh Olgpjtitile arj `jhjtjrgieaets

!VLVs aeh VLHs


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VLH

!attridutjs lr djejfitsolesugjrs strlebcy assloiatj

witk a draeh, plsitivjcyjvacuatj it aeh djcijvj tkat

tkjy oaeelt fieh tkj sagjjxtjet witk a olgpjtitivjdraeh.


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? Hs tkat oae ga`j Draeh Assloiatile a

Hjsiradicity rjcjvaet -

Hjcivjradicity

Histjrjetiadicity histieotivj aeh supjri_pcjeha vs. Jquac


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VLV -4++)#$4,)&+ 6;46 4-" &)6 &"#"++4-$9: 6) 6;" 8-4&% 8/6 14: $& ?4#62 8" +;4-"% 7$6

)6;"- 8-4&%+34 NLTG_OAXJBLTY VLV - assloiatiles olesugjrs vijw as

jssjetiac tl dj a cjbitigatj aeh orjhidcj lstjrieb

witkie a ojrtaie prlhuot lr sjrvioj oatjblry.

OLGVJXIXI^J VLV - assloiatiles hjsibejh tl ejbatjolgpjtitlrs pliets-ln-histjrjeoj.


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VLH _. VLV!" #$ &'()*+* & ,$)-./$6/,&1).4 $- & ,&1.)'?8&1 &..1):?.* $1 :*-*>.2 &

-?=:*1 $6 '$-;?=*1; =?;. :*8)*+* .(&. .(* :1&-0 ); 37$$0 *-$

.(&. 0)=*-;)$-"


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GZCXIVCJ NTAGJ_ LN TJNJTJEOJ - 56 $+ &)6 /&4 8-4&% 6) $%"&,?: 1)-" 6;4& )&" 4#6/49 )- *)6"&,49 #)1

?-41" )? -"?"-""2

_XATDZO@_ Quio`-sjrvj rjstauraets aeh olevjeijeoj sklps (GoH

Hue`ie' Hleuts).Ietjehjh VLHs gibkt dj quacity, igabjaeh varijty0 ietjehjh VLVs gibkt dj olevjeijeoj aeh va

_upjrgar`jt draehs nlr klgj olesugptile (Nlcbjrs aEJ_OAN). Ietjehjh VLHs gibkt dj quacity, igabj, jxpjaeh nrjskejss0 ietjehjh VLVs gibkt dj olevjeijeoj aeh


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J_XADCI_KIEB OAXJBLTY GJGDJT_K! Gar`jtjrs gust ienlrg olesugjrs ln a draehs

oatjblry gjgdjrskip

! Xkjy `elw dut tkjy arj elt olevieojh! Xkjy gay acsl dj aciatjh ie oatjblrijs tkjy hl el

kavj gjgdjrskip ln

! RKAX XL HL= VL_IXILE- ienlrg olesugjrs ln a drgjgdjrskip djnlrj statieb its pliet-ln-histjrjeoj.


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Olggueioatieb Oatjblry Gjgdjr!Aeelueoieb oatjblry djejfits!Olgparieb tl jxjgpcars!Tjcyieb le tkj hjsoriptile ln

tkj prlhuot.


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OKLL_IEB VLV AEH VLH! VLVs arj hrivje dy tkj ejjhs ln oatjblry gjgdjrs

orjatj oatjblry VLVs) aeh tkj ejojssity ln ejbatie

olgpjtitlrs VLHs (tl orjatj olgpjtitivj VLVs).

! Gar`jtjrs gust hjoihj at wkiok cjvjc(s) tl aeoklr tdraehs pliets-ln-histjrjeojs.

! At tkj clwjst cjvjc arj tkj draeh attridutjs.! At tkj ejxt cjvjc arj tkj draehs djejfits.! At tkj tlp cjvjc arj tkj draehs vacujs.


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OTJAXIEB VLV AEH VLH! Gaey attridutjs lr djejfits tkat ga`j up tkj VLV &

arj ejbativjcy olrrjcatjh.

! In olesugjrs ratj tkj draeh kibkcy le lej partioattridutj lr djejfit, tkjy acsl ratj it pllrcy le aeigplrtaet attridutj.

! Zenlrtueatjcy, olesugjrs typioaccy waet tl gaxdltk attridutjs aeh djejfits.

! Xkj djst apprlaok is tl hjvjclp a prlhuot aeh stkat pjrnlrgs wjcc le dltk higjesiles.


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OTJAXIEB VLV AEH VLH


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VL_IXILEIEB _XAXJGJEX_Xl (tarbjt brlup aeh ejjh) ,

lur (Draeh),is (tkj oleojpt)tkat (wkat tkj VLH is lr hljs).


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DlysjeXkj Quacity Ylu Oae XrustAcasàRaca Vahie Xatacl _a! GjracolGay Ciwaeab aeb Dukay Gjroury HrubEaààsiburl, Baglt ay Cabieb Dabl CDOKari eb Vahaca Gaxs_arap tl tkj Dlejs Gjtrldae`Ylurj Ie Bllh kaehs Tjdisol_arap eb Niccieb Gl Tjh Klrsj DjjrItl Aeb Xaga ZNO OatokupXagis Aebkaeb OjetrugAcways Olgpcjtj, Nrlg A tl ]ieo


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HINNJTJEXIAXILE _XTABJBY! Xkj ldvilus gjaes ln histjrjetiatile, aeh lntje gl

olgpjccieb lejs tl olesugjrs, rjcatj tl aspjots ln

prlhuot lr sjrvioj.


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HINNJTJEXIAXILE _XTABJBY! Olgpjtitivj ahvaetabj is a olgpaeys adicity ie le

glrj ways tkat oaeelt gatok

! Oustlgjrs gust sjj aey olgpjtitivj ahvaetabj as oustlgjr ahvaetabj.


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NLTG_ LN HINNJTJEXIAXILE! Vjrsleejc Histjrjetiatile! Djttjr-traiejh pjlpcj - strlebolgpjtitivj ahvaetabj


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NLTG_ LN HINNJTJEXIAXILE! Okaeejc Histjrjetiatile -Olgpjtitivj ahva

tkrlubk - hjsibe histridutile okaeejcs olvjjxpjrtisj &pjrnlrgaeoj


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NLTG_ LN HINNJTJEXIAXILE! Igabj Histjrjetiatile- Klw tkj pudcio pjr

tkj olgpaey lr its prlhuots! Ihjetity- klw a olgpaey aigs tl ihjetiny/plsit

lr its prlhuot


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VTLHZOX CINJ OYOCJ! Vrlhuots kavj a cigitjh cinj.! Vrlhuot sacjs pass tkrlubkhistieot stabjs, jaok plsieb

histjrjet okaccjebjs,

lpplrtueitijs, aeh prldcjgs tl

tkj sjccjr.! Vrlfits risj aeh nacc at histjrjet

stabjs ln tkj prlhuot cinj oyocj.


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VCO Ietrlhuotlry _tabj! Kibk Vrioj dut prlfits arj ejbativj lr clw! Vrlgltileac jxpjehiturjs arj at tkj kibkjst! Ienlrg pltjetiac olesugjrs.! Iehuoj prlhuot triac.! _jourj histridutile ie rjtaic lutcjts.

! Tibkt tigj tl ietrlhuoj! rjwarhieb, dut ris`y aeh jxpjesivj.! Oae olgj catjr in oae drieb supjrilr tjokelclby,

lr draeh strjebtk.


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VCO Ietrlhuotlry _tabj! Gust ieelvatj nast huj tl sklrtjeieb VCOs! Gar`jt pilejjr baies tkj glst ahvaetabj.! Tjoacc! Dut elt acways tkj oasj


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VCO Brlwtk _tabj! Tapih ocigd ie sacjs - Jarcy ahlptjrs ci`j tkj prlhuo

ahhitileac olesugjrs start duyieb it.

! Ejw olgpjtitlrs jetjr! Vrioj is tkj sagj lr naccs scibktcy! Gaietaie prlgltileac jxpjehiturjs lr at a scibktcy

cjvjc tl gjjt olgpjtitile aeh gar`jt jhuoatile

! _acjs risj guok nastjr tkae prlgltileac jxpjehiturga`ieb Vrlfits ieorjasj.

! Gaeunaoturieb olst hrlps huj tl cjareieb ourvj


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VCO Brlwtk _tabj _tratjbijs! Igprlvj prlhuot quacity aeh ahh ejw njaturjs aeh

stycieb.

! Ahh ejw glhjcs! Jetjr ejw gar`jt! Ieorjasj histridutile olvjrabj aeh jetjr ejw histri

okaeejcs.

! _kints nrlg prlhuot-awarjejss ahvjrtisieb tl prlhuprjnjrjeoj ahvjrtisieb.

! Clwjr priojs tl attraot tkj ejxt cayjr ln prioj-sjesit

i


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VCO Gaturity _tabj! tkj ratj ln sacjs brlwtk wicc sclw hlwe! Elrgaccy casts clebjr tkae tkj prjvilus stabjs aeh

okaccjebjs

! Iehustry Vioturj! Gaey olgpjtitlrs wklsj ldmjotivj is tl baie lr

gar`jt skarj

! Hlgieatieb dy njw biaet firgs tkat sjrvj tkj wkaeh ga`j tkjir prlfits gaiecy tkrlubk kibk vlcu

! _urrluehjh guctituhj ln gar`jt eiokjrs

VCO G i _


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VCO Gaturity _tabj!Xkj gaturity stabj is hivihjh ietl tkrjj pka!

Brlwtk, wkjrj tkj sacjs brlwtk ratj starts tl hj

! _tadcj, wkjrj sacjs fflattje le a pjr oapita dasis dgar`jt saturatile

! Hjoayieb gaturity, wkjrj tkj adslcutj cjvjc ln stl hjociej, aeh oustlgjrs djbie switokieb tl ltprlhuots

VCO G i _ _


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VCO Gaturity _tabj _tratjby! wkjtkjr tl djolgj lej ln tkj dib tkrjj lr pursuj

stratjby

! adaehle wja`jr prlhuots aeh oleojetratj le prlharj glrj prlfitadcj lr le ejw prlhuots

! Gar`jt Glhifioatile - try tl jxpaeh tkj gar`jt nldraeh dy wlr`ieb witk tkj naotlrs tkat ga`j up sa

eugdjr ln draeh usjrs lr usabj ratj pjr usjr.


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VCO G t it _t _t t


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VCO Gaturity _tabj _tratjby! Vrlhuot Glhifioatile glhiny prlhuot okaraotjri!

Quacity igprlvjgjetaigs at ieorjasieb tprlhuots nueotileac pjrnlrgaeoj (dibbjr

! Njaturj igprlvjgjet aigs at ahhieb ejwtkat jxpaeh tkj prlhuots pjrnlrgaeoj, v

sanjty, lr olevjeijeoj.! _tycj igprlvjgjet aigs at ieorjasieb tkj

ajstkjtio appjac


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VCO H ci _t


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VCO Hjociej _tabj!_acjs hjociej!tjokelclbioac ahvaeojs, skints ie olesugjr tastj

hlgjstio aeh nlrjibe olgpjtitile.

!Cjah tl lvjroapaoity, ieorjasjh prioj-outtieb, aeh pjrlsile.

!As sacjs aeh prlfits hjociej, slgj firgs witkhraw nrlgar`jt.

!Xklsj rjgaieieb gay rjhuoj tkj eugdjr ln prlhuo

VCO H ci _t


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VCO Hjociej _tabj!Ieorjasj ievjstgjet!

Gaietaie ievjstgjet - ueojrtaiety rjslcvjh!Hjorjasj ievjstgjet sjcjotivjcy!Gic` ievjstgjet - rjolvjr oask quio`cy!

Hivjst dusiejss quio`cy


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RKAX I_ YLZT

NA^LZTIXJVL_IXILE

lesson 5- building strong brands positioning

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