• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Brand genetic
 
  • 524 views

BRAND ACTS AS A GENETIC PROGRAMME

BRAND ACTS AS A GENETIC PROGRAMME

Statistics

Views

Total Views
524
Views on SlideShare
524
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Brand genetic Brand genetic Presentation Transcript

    • BRAND ACTS AS A GENETIC PROGRAMME
    • FIRST IMPRESSION IS THE LAST IMPRESSION...  The way a brand is defined at the time of inception, determines the way people remember it during its lifetime.  Brand as a genetic programme is defined through:-  Nature of First product offered  Nature of First communication  Most significant actions since its inception  For eg. Maruti  referred to as a common man’s car manufacturer  unable to get out of this image  Failure of Kizashi and Grand Vitara
    • IMPLICATION...  Long term association – Parents and Grand parents still prefer Dettol even after so many decades  Brand extension is easy – Amul extended its product line from butter and milk.  People are ready to give another chance – Nokia’s rising market share  Loss of Brand loyalist if company moves away from their genetic programme which helped them to attract buyers – Apple ‘s reducing innovation  Do not manipulate or modify the genetic programme – Kingfisher airlines for economy class.
    • POINTS TO REMEMBER  A failure of a product does not effect the brand itself. Brand can survive even if the product fails  A company can recreate the brand on the basis of the original idea i.e. stimulating the original genetic programme  However, they should not use the same product which was discontinued to recreate brand – Volkswagen Beetle  Should not move away from their genetic programme which helped them to attract buyers.
    • THANKS