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BRANDING OF SERVICES DR K V PRABHAKAR
Brands and Brand Symbols ,[object Object],[object Object],[object Object],[object Object]
Major Branding Decisions
Four Brand Strategies Line Extension Dannon Yogurt Flavors Multibrands Seiko Lasalle & Pulsar Brand Extension Barbie Electronics New Brands Windex (by acquisition) Brand Name Existing New Product Category Existing New
Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who Does the Branding? Brand Choices ? ? ? ? Manufacturer
Who Does the Branding? Brand Choices Manufacturer ? ? ? ? Dealer
Who Does the Branding? Brand Choices Manufacturer Dealer ? ? ? ? Generic
Type of Brand Brand Choices ? ? ? ? Family Brand
Brand Choices Family Brand ? ? ? ? Type of Brand Individual Brand
Brand Choices ? ? ? ? Type of Brand Family Brand Individual Brand Licensed
Characteristics of a Good Brand Name ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A Good Brand Name Is...
International Brands
TOP GLOBAL BRANDS ,[object Object],[object Object],[object Object],[object Object]
CONTD., ,[object Object],[object Object],[object Object]
CONTD., ,[object Object],[object Object],[object Object],[object Object]
Conditions Favorable to Building Brand Familiarity Seven Conditions Favorable to Successful Branding
Conditions Favorable to Building Brand Familiarity 1. Easy to identify by brand or trademark 2. Quality is best value for the price 3. Dependable and wide-spread availability 4. Demand for general product class is large 5. Demand supports price needed to support brand Seven Conditions Favorable to Successful Branding 6. Economies of scale possible 7. Favorable shelf locations possible
Levels of Brand Familiarity Rejection Non-recognition Recognition Preference Change Position Increase Awareness Continue Education Maintain Availability Focus: Focus: Focus: Focus : Insistence Develop High Brand Equity Focus :
 
 
 

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B R A N D I N G O F S E R V I C E S

  • 1. BRANDING OF SERVICES DR K V PRABHAKAR
  • 2.
  • 4. Four Brand Strategies Line Extension Dannon Yogurt Flavors Multibrands Seiko Lasalle & Pulsar Brand Extension Barbie Electronics New Brands Windex (by acquisition) Brand Name Existing New Product Category Existing New
  • 5.
  • 6. Who Does the Branding? Brand Choices ? ? ? ? Manufacturer
  • 7. Who Does the Branding? Brand Choices Manufacturer ? ? ? ? Dealer
  • 8. Who Does the Branding? Brand Choices Manufacturer Dealer ? ? ? ? Generic
  • 9. Type of Brand Brand Choices ? ? ? ? Family Brand
  • 10. Brand Choices Family Brand ? ? ? ? Type of Brand Individual Brand
  • 11. Brand Choices ? ? ? ? Type of Brand Family Brand Individual Brand Licensed
  • 12.
  • 14.
  • 15.
  • 16.
  • 17. Conditions Favorable to Building Brand Familiarity Seven Conditions Favorable to Successful Branding
  • 18. Conditions Favorable to Building Brand Familiarity 1. Easy to identify by brand or trademark 2. Quality is best value for the price 3. Dependable and wide-spread availability 4. Demand for general product class is large 5. Demand supports price needed to support brand Seven Conditions Favorable to Successful Branding 6. Economies of scale possible 7. Favorable shelf locations possible
  • 19. Levels of Brand Familiarity Rejection Non-recognition Recognition Preference Change Position Increase Awareness Continue Education Maintain Availability Focus: Focus: Focus: Focus : Insistence Develop High Brand Equity Focus :
  • 20.  
  • 21.  
  • 22.