Branding

Sameer Mathur, Ph.D. Assistant Professor (Marketing), McGill University www.smathur.com Branding

What is a Brand?

The Eight Roles of a Brand Identify the maker Simplify product handling Organize accounting Offer legal protection

The Eight Roles of a Brand Signal quality Secure Price Premium Create Barriers to Entry Create Competitive Advantage

Brand Equity

http://images.businessweek.com/ss/09/09/0917_global_brands/index.htm?technology+slideshows

Four Attributes of Strong Brands

Eight Advantages of Strong Brands

Slogans
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

4 Branding Strategies

Black and Decker Multi product branding strategy for do it yourself market

Multi Product Branding Multi Branding

Private Labels

Summary - What is a Brand?

Readings P287, Branding and Brand Management P288, Brand Personality and Brand Equity P290, Marketing NewsNet: Top Global and Top Canadian Brands P292, Picking a Good Brand Name P292, Branding Strategies

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 35,000 views by Management students and business professionals from over 74 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Packaging & Labeling 2. Pricing POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps

http://www.smathur.com	3212
http://smathur.com	1803
http://mdvtrial.wordpress.com	1

Branding

by Sameer Mathur on Oct 26, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 5,016

Statistics

Branding — Presentation Transcript