introduction to brand management - psychology of branding by mehdi mahfoud
TRANSCRIPT
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Mehdi Mahfoud
Ceo & Founder of Tassili Consultancy & Training
PRINCE2 Registered practitioner, UK
MPM Master Project Manager, AAPM, USA
CSMA Certified Strategic Management Analyst IMCB, USA
Member of international Board of standards IBS, AAPM,USA
MSc in Project Management- Management school of Lancaster university in UK
(LUMS).UK
BSc Petroleum Engineering. Libya.
Stakeholders management
Extensive experience in project management consultancy, risk management,
problem solving and training in business & PM soft skills both in Libya and United
Kingdom.
Previously Special Advisor to H.E. Ambassador of South Korea in Libya on Energy,
Economy and PD.
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Why Branding matters?
Lesson one:
“All beloved brands started as products”
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Why Branding matters?
Lesson Two:
“you may need a product, BUT you will want a
brand”
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Why Branding matters?
Lesson Three:
“if you are to stay, Aim for a presence (brand)
not a season sell (product)”
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Why Branding matters?
Lesson Four:
“Product = Function Brand = Emotion”
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Rational Vs. Habit
Human Nature!
I may need a cup of coffee, but I
personally want to get it at Starbucks.
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Brands Vs. Products
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Difference Between a Product and a Brand?
Products perform a function.
- Products are all about what they do for
people.
- Have properties that when combined
together do something for customers!
Products fulfill a customer’s needs.
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Brands offer an emotion
Brand’s impression lasts longer than a product (solution to an exceptional problem)
- Brands offer a Promise and/or an Emotion
- Humans get emotionally attached to brands (via products).
- Brands are about how they make people feel (leaving an impression/Feeling)
- Brands fulfill a customer’s wants/Desires.
Difference Between a Product and a Brand?
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Brand Lifecycle (Customer-centered)
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The Psychology of Colours
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Colour can improve!
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Blue!
Secure
Calm
Honest
Strong
Caring
Trustworthy
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Red!
Energy
Love
Exciting
Action
Passionate
Bold
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Orange!
Happy
Affordable
Sociable
Friendly
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Yellow!
Logical
playful
optimistic
Thinking
Forward
Confident
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Green!
Natural
Growth
Organic
Fresh
Caring
Earth
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Purple!
Imaginative
Creative
Nostalgic
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Black!
Sophistication
Luxury
Authority
Formal
Seductive
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Workshop Question
Do you think your brand’s reflects both
yours and customer’s
perception/Feeling?
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If you would like to explore our top solutions to strategic branding or building
your organization’s brand let us hear from you!
www.TassiliLibya.com