Branding
The document discusses branding and what brands mean to consumers. It states that branding is a combined effort between the company and consumer projected through marketing, design, and other elements. In blind taste tests, people prefer the taste of Pepsi over Coke, but when they know the brands, they prefer Coke, showing the emotional power of branding to change tastes. Coca-cola is cited as the number one brand in the world and was the first to register the iconic Coke bottle shape as a brand. Brand positioning is described as identifying a differentiated advantage that makes a product perceived as superior. Various positioning methods are mentioned like by benefit, price vs quality, use, user, and competition. The document stresses that a brand is more
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Branding
- 1. Rs. 300.00
- 10. What is a brand ? Branding is a combined effort of the company which is projected to the consumer. Brand Marketing Company Consumer Design
- 11. What is a brand ? What a brand means to common person ? In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The Coca-Cola brand has the power to actually change an individual's taste! Coca-cola is the no.1 brand in the world. The first shape that was registered is the coca cola bottle.
- 12. Brand Positioning Positioning a Battle for the Mind Al Ries & Jack Trout Identification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind
- 13. Some Positioning Methods By benefit By price v/s quality By use By product user By product class Using culture By competition
- 14. Understanding Branding Understanding Brand Building Branding Produ Attribu Manage Archite cts to Exercise tes ment cture brands
- 15. From Products to Brands Understanding Brand Building Branding Prod ucts Manage Architectur to Attributes ment e Exercise bran ds
- 16. From Products to Brands Understanding Brand Building Branding Prod ucts Manage Architectur to Attributes ment e Exercise bran ds • A brand is more distinctive than a product • It is first of all a name, a means of identification • Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’
- 17. Understanding Branding Understanding Brand Building Branding Product Attribu Manage Archite s to Exercise tes ment cture brands Name Logo Colours Essence
- 18. Understanding Branding Understanding Brand Building Branding Product Attribut Manage Archite s to Exercise es ment cture brands Stealth Co-Brand Branding Fighting Brand Multi-Brand
- 19. Understanding Branding Understanding Brand Building Branding Product Attribut Manage Archite s to Exercise es ment cture brands House of Endorsed Brands Brand Sub Brand Branded House
- 20. Understanding Branding Understanding Brand Building Branding Product Attribut Manage Archite s to Exercise es ment cture brands Single Brand Options Family Stand Alone Transfer of Brand Brand Assets
- 21. BRAND is not what it looks like BRAND is how it WORKS.
- 22. ThAnK YoU