Branding

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Learn about the 8 roles of a brand, brand equity, attributes and advantages of strong brands and branding strategies. Visit www.buddingmarkets.com for more info.

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Branding

  1. 1. BRANDING Prof. Sameer Mathur, Ph.D.
  2. 2. Agenda What is a Brand Eight Roles of a Brand Brand Equity Four Attributes of Strong Brands Eight Advantages of Strong Brands Slogans Four Branding Strategies
  3. 3. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
  4. 4. What is a Brand? A name, term, sign, symbol or design, or a combination. Identifies the goods or services of a seller. Differentiates them from competitors.
  5. 5. The Eight Roles of a Brand Identify the maker Simplify product handling Organize accounting Offer legal protection
  6. 6. The Eight Roles of a Brand Signal quality Secure Price Premium Create Barriers to Entry Create Competitive Advantage
  7. 7. Brand Equity Added value endowed on products and services. Influences how consumers, think, feel, and act.
  8. 8. http://images.businessweek.com/ss/09/09/0917_global_brands/in dex.htm?technology+slideshows
  9. 9. Four Attributes of Strong Brands Excels at delivering anticipated benefits Communicates consistent brand messages Priced to meet perceptions of value Positioned optimally
  10. 10. Eight Advantages of Strong Brands Improved Perceptions of Quality Greater Loyalty Less Vulnerability to Competitive Actions Less Vulnerability to Crises
  11. 11. Eight Advantages of Strong Brands Larger Margins More inelastic consumer response Increased IMC effectiveness Potential Licensing opportunities
  12. 12.  Like a good neighbor, State Farm is there  Just do it  Nothing runs like a Deere  Save 15% or more in 15 minutes or less We try harder  We’ll pick you up  I’m lovin’ it  Innovation at work  This Bud’s for you  Always low prices Slogans
  13. 13. 4 Branding Strategies
  14. 14. Black and Decker Multi product Branding Strategy for do it yourself market
  15. 15. Multi Product Branding
  16. 16. Multi Branding
  17. 17. Private Labels
  18. 18. Summary – What is a Brand? A name, term, sign, symbol or design, or a combination. Identifies the goods or services of a seller. Differentiates them from competitors.
  19. 19. Summary What is a Brand Eight Roles of a Brand Brand Equity Four Attributes of Strong Brands Eight Advantages of Strong Brands Slogans Four Branding Strategies
  20. 20. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  21. 21. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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