Introduction to Brand Management - Psychology of Branding by Mehdi Mahfoud

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.

Why Branding matters?

Lesson one:

“All beloved brands started as products”

Why Branding matters?

Lesson Two:

“you may need a product, BUT you will want a

brand”

Why Branding matters?

Lesson Three:

“if you are to stay, Aim for a presence (brand)

not a season sell (product)”

Why Branding matters?

Lesson Four:

“Product = Function Brand = Emotion”

Rational Vs. Habit

Human Nature!

I may need a cup of coffee, but I

personally want to get it at Starbucks.

Brands Vs. Products

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.

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?

Brand Lifecycle (Customer-centered)

The Psychology of Colours

Colour can improve!

How Influential is colour?

Canadian plastic-card maker Colourfast

Blue!

Secure

Calm

Honest

Strong

Caring

Trustworthy

Red!

Energy

Love

Exciting

Action

Passionate

Bold

Orange!

Happy

Affordable

Sociable

Friendly

Yellow!

Logical

playful

optimistic

Thinking

Forward

Confident

Green!

Natural

Growth

Organic

Fresh

Caring

Earth

Purple!

Imaginative

Creative

Nostalgic

Black!

Sophistication

Luxury

Authority

Formal

Seductive

Workshop Question

Do you think your brand’s reflects both

yours and customer’s

perception/Feeling?

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

Info@TassiliLibya.com