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Brand Management



This presentation discusses on Brand Management; types of brand, branding, and brand rationalization (from mass to niche).

This presentation discusses on Brand Management; types of brand, branding, and brand rationalization (from mass to niche).



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    Brand Management Brand Management Presentation Transcript

    • Brand Management
    • You can download this presentation at: http:// freepresentation.org Please visit F reePresentation. org for more presentations on marketing, strategy and case solution
      • Brand management
      • is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity.
      • Brand is an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product.
    • Good Brand be legally protectable be easy to recognize be easy to pronounce be easy to remember suggest the company or product image attract attention distinguish the product's positioning relative to the competition. suggest product benefits
      • A premium brand typically costs more than other products in the category.
      • An economy brand is a brand targeted to a high price elasticity market segment.
      • A fighting brand is a brand created specifically to counter a competitive threat.
      Types of Brand
      • Corporate Branding refers when a company's name is used as a product brand name.
      • Family Branding refers when one brand name is used for several related products.
      • Brand Leveraging refers when a company uses the brand equity associated with an existing brand name to introduce a new product or product line.
      • Co-Branding refers when two or more brands work together to market their products.
      • Brand Licensing when a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area.
      • Private Branding refers when large retailers buy products in bulk from manufacturers and put their own brand name on them.
    • Brand rationalization
      • refers to reducing the number of brands marketed by a company. Some companies tend to create more brands and product variations within a brand than economies of scale would indicate.
    • Brand rationalization
      • Create a specific service or product brand for each market that they target.
      • Gain production and marketing efficiencies.
      • As part of corporate restructuring.
      Niche Mass
    • Thank You