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BRANDS
WHAT IS BRAND?
BRAND
• BRAND IS NOT ANY
PRODUCT

• BRAND IS NOT A LOGO
SO WHAT IS BRAND???
• A name, term, sign, symbol, or design
(or some combination thereof) used to identify the
products of...
WHAT ARE THE OBJECTIVE?
• Identify the various characteristics of
products.
• Learn how companies build and
manage product...
IMPORTANCE OF BRAND
• Having a good brand is not only for
multi national companies but can be
critical for even the smalle...
TYPES OF BRANDING
•
•
•
•
•
•

Umbrella brands and sub branding
Co branding
Multiple brandings
Family brands and line exte...
HOW TO BUILD A BRAND ?
KEY OF SUCCESSFUL
BRAND?
• Find the right advertising/branding agency
• Top management must be committed to this
effort
• ...
PROS OF BRANDING
•
•
•
•
•
•
•
•

Increase the scale
Identification of operation
Quality standard is maintained
Brand loya...
Product Vs. Brand
Diet Coke vs. Diet Pepsi in Blind Taste Test
Prefer Pepsi Sample 51%
Prefer Coke 47%
No preference 2%
Di...
CONS OF BRANDING
• Costly and expensive
• Burden of responsibility
• Chances of brand failure
SELCETING A BRAND NAME
Brand name selecting process may you
find trivial but it is not. Some brand
names are so good that ...
Brand name can be of birds or
animals, family, colors country or city
name
BRAND STRATEGY

•Fulfilling Brand Contract
•Communicating Brand Position
•Measuring ROBI
•Developing Brand Vision
•Establi...
Brand Vision
A clear articulation of the strategic,
financial, and brand goals that
management has created for the brand
A...
BRANDS POSITIONING
A brand's positioning is
the place in consumers' minds that
you want your brand to own—the
benefit you ...
BRAND CONTRACT

A Brand Contract is a list of all promises
the brand makes to customers. Such a
contract is executed inter...
Starbucks' Implicit Brand Contract

•Provide the highest quality coffee available
on the market today
•Offer customers a w...
Successful Brand-Based
Communications
•Use all communication strategies to
help achieve your corporate strategy
and brand ...
Some Metrics to Measure Return
on Brand Investment (ROBI)
•Brand name knowledge,
awareness, recognition, recall:
recall
me...
Financial value: reports the financial value
value
of your brand in the marketplace
Price premium: finds the percentage of...
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Transcript of "Presentationofmarketing 091212061250-phpapp01"

  1. 1. BRANDS
  2. 2. WHAT IS BRAND?
  3. 3. BRAND • BRAND IS NOT ANY PRODUCT • BRAND IS NOT A LOGO
  4. 4. SO WHAT IS BRAND??? • A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. (NOKIA, ) OR • A brand is personification of a product, service or even entire company like any person a brand has a physical body
  5. 5. WHAT ARE THE OBJECTIVE? • Identify the various characteristics of products. • Learn how companies build and manage product lines and mixes. • Understand how companies make better brand decisions. • Comprehend how packaging and labeling can be used as marketing tools.
  6. 6. IMPORTANCE OF BRAND • Having a good brand is not only for multi national companies but can be critical for even the smallest business. • If a brand works it can convince customers and can raise the expectations connected with a business, product or service. Creating a extra Value from your products or services.
  7. 7. TYPES OF BRANDING • • • • • • Umbrella brands and sub branding Co branding Multiple brandings Family brands and line extensions Individual brands Brand bundling
  8. 8. HOW TO BUILD A BRAND ?
  9. 9. KEY OF SUCCESSFUL BRAND? • Find the right advertising/branding agency • Top management must be committed to this effort • Assign one point person to work with the agency • Do not make decisions by committee • Keep brand consistent internally and externally • Give the brand time to work • Create a brand style guide and give to every employee • Refresh/update brand after a few years
  10. 10. PROS OF BRANDING • • • • • • • • Increase the scale Identification of operation Quality standard is maintained Brand loyalty Enhancement of image Protection from competition Facilitating market segmentation Building brand equity and brand loyalty
  11. 11. Product Vs. Brand Diet Coke vs. Diet Pepsi in Blind Taste Test Prefer Pepsi Sample 51% Prefer Coke 47% No preference 2% Diet Coke vs. Diet Pepsi in Identified Taste Test (brand names revealed) Prefer Pepsi Sample 23% Prefer Coke 65% No Preference 12%
  12. 12. CONS OF BRANDING • Costly and expensive • Burden of responsibility • Chances of brand failure
  13. 13. SELCETING A BRAND NAME Brand name selecting process may you find trivial but it is not. Some brand names are so good that contribute to the success of product.
  14. 14. Brand name can be of birds or animals, family, colors country or city name
  15. 15. BRAND STRATEGY •Fulfilling Brand Contract •Communicating Brand Position •Measuring ROBI •Developing Brand Vision •Establishing Brand Position
  16. 16. Brand Vision A clear articulation of the strategic, financial, and brand goals that management has created for the brand A first step to strategic screens as to where the brand can and cannot go
  17. 17. BRANDS POSITIONING A brand's positioning is the place in consumers' minds that you want your brand to own—the benefit you want them to think of when they think of your brand. A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers' minds
  18. 18. BRAND CONTRACT A Brand Contract is a list of all promises the brand makes to customers. Such a contract is executed internally, but it is defined and validated externally by the marketplace
  19. 19. Starbucks' Implicit Brand Contract •Provide the highest quality coffee available on the market today •Offer customers a wide variety of coffee options as well as com­plementary food and beverage items •Have an atmosphere that is warm, friendly, homelike, and appropriate for having a conversation with a good friend or reading a book about
  20. 20. Successful Brand-Based Communications •Use all communication strategies to help achieve your corporate strategy and brand vision. •Let your brand positioning largely determine the right communications strategy to execute. •Use an integrated marketing communications strategy to get maximum return from all dollar investments.
  21. 21. Some Metrics to Measure Return on Brand Investment (ROBI) •Brand name knowledge, awareness, recognition, recall: recall measures strength of the brand as reflected by customer's ability to identify the brand under varying conditions •Contract fulfillment: measures the fulfillment degree to which your brand is upholding its Brand Contract
  22. 22. Financial value: reports the financial value value of your brand in the marketplace Price premium: finds the percentage of premium price premium your brand is able to command over private­label brands, as well as key competitor brands Acquired customers: counts customers customers claiming they have come to your company based on the strength of the brand Customer loyalty: measures the degree to loyalty which customers continue to purchase your brand and how long that loyalty has lasted
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