Printable Handouts

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Navigable Slide Index

1. Introduction
2. Speaker's research
3. Branding failures
4. Cosmetic branding
5. Hospitality
6. Example - McDonald's Ray Kroc
7. Example - Disney's total customer experience
8. Talk outline
9. Marketing myopia
10. Differentiation
11. Augmented product
12. Additional benefits to differentiation
13. Marketing the intangible
14. Branding a service
15. Fuzziness to tangibility
16. Example - the business class
17. Example - McDonald's hamburger
18. Example - McDonald's fastfood services
19. Positioning or branding
20. Positioning is war
21. Positioning: delivering on promises
22. The value map
23. Branding and the mind (1)
24. Example - basket of attributes
25. Perceptual biases
26. Branding and the mind (2)
27. Drawers of the mind
28. Mental structures
29. Positioning process - 2 conditions
30. Steps in the positioning process
31. Literature review
32. Customer clustering
33. Qualitative research
34. Sinful behavior
35. Generate statements
36. Competitive benchmark
37. Looking at survey results
38. Extracting main dimensions
39. Perceptual mapping - prestige/ global
40. Perceptual mapping - prestige/ service
41. Decision and implementation
42. Strategic thrusts (1)
43. Strategic thrusts (2)
44. Where do you want to be?
45. Make it happen
46. Wrap up

Topics Covered

• From differentiation to positioning to branding
• Branding of tangible products and intangible services
• Branding and the promise made to customers
• The brand in the customer's mind
• Brand positioning process
• Differentiated value proposition
• Implementation is the key
• Leadership and corporate culture

Links

Series:

• Branding and Product Specialization in Hotels

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 14, 2009