Chapter 1• What is a brand?               Ch01 What is a brand?
Why study brand?• Company with powerful brands succeeds  in the market place• Brand plays a central role in business  mana...
What is product?• Product is a broad term, includes goods,  services, experiences, events, persons,  places, properties, o...
Needs, wants, and demands• Needs are basic human requirements.e.g.. Food, water etc.• Wants are specific needs e.g. a pers...
Product has to be augmented with•   Certain attributes•   Features•   Functionality•   Guarantees•   After –sales service•...
Marketing assets•   Customer loyalty•   Distribution network•   Market share•   Supplier relationship•   Customer relation...
What is a Brand?• “ a name, term, sign, symbol or special design or   some combination of these elements that is   intende...
A brand is..• An identifier of the seller or the maker• Brand name consists of words, letters, and or  numbers that can be...
A brand reflects• Values e.g. Tata stands for quality• Culture e.g. Coke is an icon of American  culture• Personality e.g....
Branding decisions• Go beyond mere functionality• Brand equity is to be built up by  advertising• Convert low involvement ...
Evolution of brands• Over a period of time, brands are built through  marketing activities and communications.• Brands kee...
Brand Evolution  Extended Value   Core Value   Attribute ValueCategory Association     Products     Ingredients           ...
Brand and Commodity       Product                                    Added Values     Core Product                        ...
Branding process• Branding is outcome of so many activities  carried over the spectrum of the marketing  mix. It makes the...
Concept of a brand• Brand become successful by having a  clear statement of intent. E.g. Coke is  refreshing fun type drin...
Characteristics of Brands• Generic : Basic needs• Expected : generic is modified• Augmented : Add non-functional values  l...
Relationship marketing and         branding today• Aim of relationship marketing is to develop  loyal customers.• Brands a...
Brand and Marketers•   Differentiators•   Functional device•   Symbolic device•   Risk reducer•   Shorthand device•   Lega...
Summary• Company with powerful brands succeeds in the  market place• A brand is “ a name, term, sign, symbol or  special d...
Summary• Branding is outcome of so many activities  carried over the spectrum of the marketing mix.  It makes the buyer re...
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Product Brand Management: What is Brand?

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Product Brand Management conveys why companies with powerful brands always command larger market share as well as mind share. A brand is a name, term, sign, symbol or special design or some combinations of these elements that is intended to identify the goods or services of one seller or a group of sellers. Over a period of time, brand is built through marketing activities and communications. Branding makes it easier for consumers to identify products and services. To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
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Product Brand Management: What is Brand?

  1. 1. Chapter 1• What is a brand? Ch01 What is a brand?
  2. 2. Why study brand?• Company with powerful brands succeeds in the market place• Brand plays a central role in business management• To understand customers needs , wants and demands and serve in proper manner to earn profit Ch01 What is a brand?
  3. 3. What is product?• Product is a broad term, includes goods, services, experiences, events, persons, places, properties, organizations, information and ideas.• Product is a problem solver• What we sell should match with what customers want. Ch01 What is a brand?
  4. 4. Needs, wants, and demands• Needs are basic human requirements.e.g.. Food, water etc.• Wants are specific needs e.g. a person who is hungry, require chhole-bhatura to satisfy his hunger.• Demands are wants for which people are willing to buy and have and ability to pay. Ch01 What is a brand?
  5. 5. Product has to be augmented with• Certain attributes• Features• Functionality• Guarantees• After –sales service• Credit facilities and so on Ch01 What is a brand?
  6. 6. Marketing assets• Customer loyalty• Distribution network• Market share• Supplier relationship• Customer relations• Technological base Ch01 What is a brand?
  7. 7. What is a Brand?• “ a name, term, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiate these products form those of competitors”( American Marketing Association, Chicago) Ch01 What is a brand?
  8. 8. A brand is..• An identifier of the seller or the maker• Brand name consists of words, letters, and or numbers that can be vocalized• Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering.• Promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Ch01 What is a brand?
  9. 9. A brand reflects• Values e.g. Tata stands for quality• Culture e.g. Coke is an icon of American culture• Personality e.g. Charlie Chaplin & Cherry Blossom• User : Ferrari for sports lover Ch01 What is a brand?
  10. 10. Branding decisions• Go beyond mere functionality• Brand equity is to be built up by advertising• Convert low involvement product into high involvement situation e.g.. Cease Fire• Augment product features Ch01 What is a brand?
  11. 11. Evolution of brands• Over a period of time, brands are built through marketing activities and communications.• Brands keep on acquiring attributes, core values and extended values.• Generic products are a challenge to high-price brands and weaker brands.• Promoting an brand and maintaining quality• Brand-driven business are doing well, as compare to commodity driven business. Ch01 What is a brand?
  12. 12. Brand Evolution Extended Value Core Value Attribute ValueCategory Association Products Ingredients Time Ch01 What is a brand?
  13. 13. Brand and Commodity Product Added Values Core Product Basic Features Surround Ch01 What is a brand?
  14. 14. Branding process• Branding is outcome of so many activities carried over the spectrum of the marketing mix. It makes the buyer realize that the added values are unique.• Branding aims to create loyalty in a cost effective manner.• Branding is the result of strategic thinking which integrates the elements of marketing mix Ch01 What is a brand?
  15. 15. Concept of a brand• Brand become successful by having a clear statement of intent. E.g. Coke is refreshing fun type drink.• In industrial product rational motive dominates.• However, for consumer brands we can not ignore emotional motives. Ch01 What is a brand?
  16. 16. Characteristics of Brands• Generic : Basic needs• Expected : generic is modified• Augmented : Add non-functional values like emotion• Potential : more creative approach Ch01 What is a brand?
  17. 17. Relationship marketing and branding today• Aim of relationship marketing is to develop loyal customers.• Brands are treated as perceptions in the consumers’ mind• A well branded product adopts a personality of its own e.g. Jet airways and Deccan Aviation are having different brand personality Ch01 What is a brand?
  18. 18. Brand and Marketers• Differentiators• Functional device• Symbolic device• Risk reducer• Shorthand device• Legal device• Strategic device Ch01 What is a brand?
  19. 19. Summary• Company with powerful brands succeeds in the market place• A brand is “ a name, term, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiate these products form those of competitors” Ch01 What is a brand?
  20. 20. Summary• Branding is outcome of so many activities carried over the spectrum of the marketing mix. It makes the buyer realize that the added values are unique.• Brand become successful by having a clear statement of intent. E.g. Coke is refreshing fun type drink.• Brands are in several category, generic, expected, augmented and potential Ch01 What is a brand?

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