Online Branding By

Eng. Muhammad Magdi

Information Technology Institute

Ministry of Communications and Information Technology

Market is an Endless

War

The Battle of

Positioning

Your Weapon is Your

BRAND

Brand What Is a

“A brand is a 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

the competitor.” Philip Kotler

Brand How to build a

Step

Segmentation

Targeting

Positioning

Step

Market Leadership Strategies

Operational

Excellence

Customer

Intimacy

Product

Leadership

By: Michael Treacy, Fred Wiersema

Operational

Excellence

Customer

Intimacy

Product

Leadership

Step

Set a

Positioning Statement

Target

Segment

Point of

Difference

Frame of

Reference

(Point of Parity)

For (target customers)

Who (have the following problem)

Our product is a (describe the product or solution)

That provides (cite the breakthrough capability)

Unlike (reference competition),

Our product/solution (describe the key point of

competitive differentiation)

Positioning Statement Template

For movie producers and others Who depend heavily on

post-production special effects, Silicon Graphics provides

computer workstations That integrate digital fantasies with

actual film footage. Unlike any other vendor of computer

workstations, SGI has made a no-compromise

commitment to meeting film makers’ post-production

needs.

Silicon Graphics

Positioning Statement

Step

Emotional

Modifier

Brand

Function Descriptive

Modifier

Fun Food Family

Step

Brand Elements Names Characters Jingles

Logos & Symbols Slogans Packages

Protectable A

da

pta

ble

M

ea

nin

gfu

l

Transferable

M

em

ora

ble

Appealing

Brand Elements

Criteria

Step

Brand Equity Or

CBBE Customer Based Brand Equity

The power of a brand lies in what

resides in the minds of customers

“The differential effect that brand knowledge

has on consumer response to the marketing

of that brand” Kevin Lane Keller

By Kevin Lane Keller

Is the brand valuable

Brand Value

Then …

The New Normal

Always On Consumer

Always On Marketer

Africa/

Middle East

85

76

71

71

70

73

69

65

59

64

57

62

55

Millennials

85

75

70

78

67

66

62

62

60

60

60

57

55

How Can We Do It ?

Choose a Model to Use

Digital Branding Strategy

Framework

-Expose

Consideration Driving Sales Awareness

-Engage

Grow Loyalty

-Attract

-Influence

-Retain Digital Metrics Play Book by Enrique Quevedo, Daniel Besquin & Michelle Read

Digital Marketing Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis-Chadwick

Invented by Paul R. Smith

Created by Dr. Dave Chaffey

PRACE

Plan (SOSTAC)

+ REACH

+ ACT

+ CONVERT + ENGAGE

By Dave Chaffey & Paul R. Smith

Which One to Use?

How to Use It?

Mohab will tell you…

Thanks muhammad.magdi@hotmail.com