SlideShare a Scribd company logo
1 of 23
Download to read offline
WELCOME
TO
MY PRESENTATION
SESSION
Brand Management
Brand Management
A brand is a name, term, sign, symbol or
design or a combination of them, intended to
identify the goods & services of one seller
groups of sellers & to differentiate them from
those of competitors.
 Brand management is the process of
creating, developing, maintaining,
realizing the value of brand. That
mean it creates tangible & intangible
product or service to customer.
 Copy right or patent: Right to the innovative product.
 Brand mark : Brand mark is a logo or sign or symbol of
brand that identify the brand.
 Trademarks : It is a legal permission to use the brand
name.
 Brand Name : Brand name is a name or identifies or
symbol of a product.
Product Brand
Product is anything that can be
offered to a market for attention,
acquisition or consumption to satisfy
the need and wants of consumer.
A brand is a “name, term, sign,
symbol or design or a combination
of them, intended to identify the
goods & services of one seller
groups of sellers & to differentiate
them from those of competitors
Product is a set of attributes or
characteristics that buyer normally
buy.
Brand is more than product that
customer expect.
Product creates primary demand Brand is the secondary demand of
product
Product themselves valuable
tangible asset
Brand themselves are intangible
asset.
High quality product or service
The brand name must be appealing
Customers perception
1. High quality product or service: For
meeting appropriate consumers need &
attracting number of consumers creating high
value product by considering need and wants
of consumer.
2. The brand name must be appealing: The
name & symbol of brand should be attractive
that create appeal for the actual & potential
consumers.
3. Customers perception: About the product,
the packaging, promotion, pricing & others
elements
1. Form the consumers’ point of view.
2. Form the manufacturer point of view.
A. Identification of Source of product
B. Assignment of responsibility to the product maker
C. Risk reducer
 Functional Risk
 Physical risk
 Financial risk
 Social Risk
 Psychological risk
 Time risk
D. Search cost reducer
E. Promise, bond or pact with maker of product
F. Symbolic device
G. Signal of quality
A. Source of financial return
B. Legally protect the manufacturer
C. Signal of quality level to satisfy
consumer
D. Source of competitive advantage
E. Means of identification to simplify
handling or tracing
 Ideas & causes
 Services
 Retailer & Distributor
 Online products & services
 People & organization.
 Sports, Arts & entertainment
 Geographic location
 Physical goods
1. Physical goods: Physical goods are traditionally
associated with brands. Example-Coca-Cola, IBM, BMW.
2. Services: Various kinds of services sector is also brand
that have been providing service over a many years.
Example- DBBL
1. Retailer & Distributor: The retailer or other channel
members engaged with distributing products which play an
important function in business. Example- Karupanno, Mc.
Donald, Gap.
1. Online products & services: At present online is very
much important media for buying, selling & knowing
information about products & services. Example-
Bikroy.com, Google
5. People & organization: Beyond the products & service,
people & organizations are also being a brand. Example- Dr.
Md. Unus, Shakib-Al-Hassan, SQUIRE
6. Sports, Arts & entertainment: Sports, Arts &
entertainment are become brand. Example- Football, cricket.
7. Geographic location: Geographic location like people &
product also can be branded. Example- Sundorbon, Cox’s
Bazar
8. Ideas & causes: Different ideas & causes become brand if
its cover a particular theme or creating awareness.
Example- Save the child save the nation, green marketing.
 Institutional brand bonds: marketer
can maintain long tern relationship with its customers
by consumer brand bonds.
 Customer brand bonds: Intuitional brand
bonds related with organization.
 Trust
 Consistency
 Accessibility
 Responsiveness
 Commitment
 Affinity
1. Trust: Trust means the faith on a product,
service or idea about its quality, performance,
assurance and others.
2. Consistency: Consistency means the
continuous same performance of a product,
service or idea
3. Accessibility: Brand should access to the
consumer, that consumer get the brand easily
when they want to buy.
4) Responsiveness:
How quickly & easily company response to the
customer complaints.
5) Commitment:
How strongly a company tries to maintain its
promise that is given to its customer.
6) Affinity:
Affinity means building strong relationship by
brand, when consumer able to identify the
specific company or brand.
Brand Management
1. Social bond: Any exchange between individuals first tent
to be a social exchange. Example- DBBL- Provide
scholarship to students.
2. Psychological bond: Brand based on psychological
contract like personality, self-concept and lifestyle. Example-
RFL enable to build psychological bond with its customer.
3. Financial bond: Customer bond would also be based
on financial gain or benefit that a brand seeks to offer to its
customer. Example- winter price discount of BATA Company.
4. Structural bond: Customer relation would be based on
physical connection which could be created between buyer
system & seller system. It can be done through online media.
Example- Bangla link customer point create a structural
bond to its customer.
THANKS TO ALL
&
ALL THE BEST
CREATED
BY
NAJMUL
HAQUE
(RANA)

More Related Content

What's hot

Product, Service, and Branding Strategies
Product, Service, and Branding Strategies  Product, Service, and Branding Strategies
Product, Service, and Branding Strategies Mahmood Tareen
 
Brand consciousness and brand loyalty
Brand consciousness and brand loyaltyBrand consciousness and brand loyalty
Brand consciousness and brand loyaltyAysha Bhutta
 
Products, services and brands building customer value
Products, services and brands building customer valueProducts, services and brands building customer value
Products, services and brands building customer valueFahad Aziz
 
Brand equity ppt of mba
Brand equity ppt of mbaBrand equity ppt of mba
Brand equity ppt of mbaBabasab Patil
 
BRAND EQUITY MEASUREMENT _E Notes
BRAND EQUITY MEASUREMENT _E NotesBRAND EQUITY MEASUREMENT _E Notes
BRAND EQUITY MEASUREMENT _E NotesVenkat. P
 
Core, actual and augmented products of different companies
Core, actual and augmented products of different companiesCore, actual and augmented products of different companies
Core, actual and augmented products of different companiesLovely Ann Caluag
 
What is brand equity ?
What is brand equity ?What is brand equity ?
What is brand equity ?Sameer Mathur
 
Bba204 marketing management
Bba204  marketing managementBba204  marketing management
Bba204 marketing managementsmumbahelp
 
Marketing, Brand Association
Marketing, Brand Association Marketing, Brand Association
Marketing, Brand Association Yogesh Garg
 
Products services and brands building customer value
Products services and brands building customer valueProducts services and brands building customer value
Products services and brands building customer valueRajan Lamsal
 
What is a brand, and how does branding work ?
What is a brand, and how does branding work ?What is a brand, and how does branding work ?
What is a brand, and how does branding work ?Sameer Mathur
 
Cbbe Pyramid for Brand Johnson & Johnson
Cbbe Pyramid for Brand Johnson & JohnsonCbbe Pyramid for Brand Johnson & Johnson
Cbbe Pyramid for Brand Johnson & JohnsonAnie Noorish Shaikh
 
Van den kommer delivery fe zn
Van den kommer delivery fe znVan den kommer delivery fe zn
Van den kommer delivery fe znHarvest Plus
 
How is brand equit built, measured, and manged
How is brand equit built, measured, and mangedHow is brand equit built, measured, and manged
How is brand equit built, measured, and mangedSameer Mathur
 

What's hot (20)

Product, Service, and Branding Strategies
Product, Service, and Branding Strategies  Product, Service, and Branding Strategies
Product, Service, and Branding Strategies
 
Brand equity
Brand equityBrand equity
Brand equity
 
Brand consciousness and brand loyalty
Brand consciousness and brand loyaltyBrand consciousness and brand loyalty
Brand consciousness and brand loyalty
 
Products, services and brands building customer value
Products, services and brands building customer valueProducts, services and brands building customer value
Products, services and brands building customer value
 
Brand equity ppt of mba
Brand equity ppt of mbaBrand equity ppt of mba
Brand equity ppt of mba
 
BRAND EQUITY MEASUREMENT _E Notes
BRAND EQUITY MEASUREMENT _E NotesBRAND EQUITY MEASUREMENT _E Notes
BRAND EQUITY MEASUREMENT _E Notes
 
Core, actual and augmented products of different companies
Core, actual and augmented products of different companiesCore, actual and augmented products of different companies
Core, actual and augmented products of different companies
 
Product component
Product componentProduct component
Product component
 
What is brand equity ?
What is brand equity ?What is brand equity ?
What is brand equity ?
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
Ch 12
Ch 12Ch 12
Ch 12
 
Bba204 marketing management
Bba204  marketing managementBba204  marketing management
Bba204 marketing management
 
Marketing, Brand Association
Marketing, Brand Association Marketing, Brand Association
Marketing, Brand Association
 
Chp 8-1
Chp 8-1Chp 8-1
Chp 8-1
 
Power of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark UniversityPower of Branding - Dr. Robert Ristino, Clark University
Power of Branding - Dr. Robert Ristino, Clark University
 
Products services and brands building customer value
Products services and brands building customer valueProducts services and brands building customer value
Products services and brands building customer value
 
What is a brand, and how does branding work ?
What is a brand, and how does branding work ?What is a brand, and how does branding work ?
What is a brand, and how does branding work ?
 
Cbbe Pyramid for Brand Johnson & Johnson
Cbbe Pyramid for Brand Johnson & JohnsonCbbe Pyramid for Brand Johnson & Johnson
Cbbe Pyramid for Brand Johnson & Johnson
 
Van den kommer delivery fe zn
Van den kommer delivery fe znVan den kommer delivery fe zn
Van den kommer delivery fe zn
 
How is brand equit built, measured, and manged
How is brand equit built, measured, and mangedHow is brand equit built, measured, and manged
How is brand equit built, measured, and manged
 

Similar to Brand Management

Chapter 9 Creating Brand Equity
Chapter 9 Creating Brand EquityChapter 9 Creating Brand Equity
Chapter 9 Creating Brand EquityDiarta
 
Building and Managing Brands
Building and Managing BrandsBuilding and Managing Brands
Building and Managing Brandsgyaanmasti
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Gobind Raj Aulakh
 
Brandinfg of cadbury final year
Brandinfg of cadbury final year Brandinfg of cadbury final year
Brandinfg of cadbury final year Rupal Trivedi
 
Marketing kotler product service and brands moghimi
Marketing kotler product service and brands moghimiMarketing kotler product service and brands moghimi
Marketing kotler product service and brands moghimiBahman Moghimi
 
Product Branding
Product BrandingProduct Branding
Product BrandingDr Pooja
 
Product and Brand Management unit - 1
Product and Brand Management unit - 1Product and Brand Management unit - 1
Product and Brand Management unit - 1Balasri Kamarapu
 
Branding challenges and opportunities
Branding challenges and opportunitiesBranding challenges and opportunities
Branding challenges and opportunitiesDharamraj Raj
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1Elina_Dutta
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1Elina_Dutta
 
Brand, a gateway of product enrichment
Brand, a gateway of product enrichmentBrand, a gateway of product enrichment
Brand, a gateway of product enrichmentH M Tafsir
 
Brand Management
Brand Management Brand Management
Brand Management Anujith KR
 
Brand management ppt
Brand management pptBrand management ppt
Brand management pptAni Asatiani
 
strategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semesterstrategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semesterUtkrista Acharya
 

Similar to Brand Management (20)

Chapter 9 Creating Brand Equity
Chapter 9 Creating Brand EquityChapter 9 Creating Brand Equity
Chapter 9 Creating Brand Equity
 
Mktng skc
Mktng skcMktng skc
Mktng skc
 
Building and Managing Brands
Building and Managing BrandsBuilding and Managing Brands
Building and Managing Brands
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
 
Branding
BrandingBranding
Branding
 
Brandinfg of cadbury final year
Brandinfg of cadbury final year Brandinfg of cadbury final year
Brandinfg of cadbury final year
 
Marketing kotler product service and brands moghimi
Marketing kotler product service and brands moghimiMarketing kotler product service and brands moghimi
Marketing kotler product service and brands moghimi
 
Product Branding
Product BrandingProduct Branding
Product Branding
 
Chapter 13
Chapter 13Chapter 13
Chapter 13
 
Product and Brand Management unit - 1
Product and Brand Management unit - 1Product and Brand Management unit - 1
Product and Brand Management unit - 1
 
Jeyasheela
JeyasheelaJeyasheela
Jeyasheela
 
Branding challenges and opportunities
Branding challenges and opportunitiesBranding challenges and opportunities
Branding challenges and opportunities
 
Brand Management
Brand ManagementBrand Management
Brand Management
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1
 
Brand, a gateway of product enrichment
Brand, a gateway of product enrichmentBrand, a gateway of product enrichment
Brand, a gateway of product enrichment
 
Brand 2.pptx
Brand 2.pptxBrand 2.pptx
Brand 2.pptx
 
Brand Management
Brand Management Brand Management
Brand Management
 
Brand management ppt
Brand management pptBrand management ppt
Brand management ppt
 
strategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semesterstrategic brand management - Tribhuvan University MBS 4th semester
strategic brand management - Tribhuvan University MBS 4th semester
 

Recently uploaded

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 

Recently uploaded (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

Brand Management

  • 4. A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods & services of one seller groups of sellers & to differentiate them from those of competitors.
  • 5.  Brand management is the process of creating, developing, maintaining, realizing the value of brand. That mean it creates tangible & intangible product or service to customer.
  • 6.  Copy right or patent: Right to the innovative product.  Brand mark : Brand mark is a logo or sign or symbol of brand that identify the brand.  Trademarks : It is a legal permission to use the brand name.  Brand Name : Brand name is a name or identifies or symbol of a product.
  • 7. Product Brand Product is anything that can be offered to a market for attention, acquisition or consumption to satisfy the need and wants of consumer. A brand is a “name, term, sign, symbol or design or a combination of them, intended to identify the goods & services of one seller groups of sellers & to differentiate them from those of competitors Product is a set of attributes or characteristics that buyer normally buy. Brand is more than product that customer expect. Product creates primary demand Brand is the secondary demand of product Product themselves valuable tangible asset Brand themselves are intangible asset.
  • 8. High quality product or service The brand name must be appealing Customers perception
  • 9. 1. High quality product or service: For meeting appropriate consumers need & attracting number of consumers creating high value product by considering need and wants of consumer. 2. The brand name must be appealing: The name & symbol of brand should be attractive that create appeal for the actual & potential consumers. 3. Customers perception: About the product, the packaging, promotion, pricing & others elements
  • 10. 1. Form the consumers’ point of view. 2. Form the manufacturer point of view.
  • 11. A. Identification of Source of product B. Assignment of responsibility to the product maker C. Risk reducer  Functional Risk  Physical risk  Financial risk  Social Risk  Psychological risk  Time risk D. Search cost reducer E. Promise, bond or pact with maker of product F. Symbolic device G. Signal of quality
  • 12. A. Source of financial return B. Legally protect the manufacturer C. Signal of quality level to satisfy consumer D. Source of competitive advantage E. Means of identification to simplify handling or tracing
  • 13.  Ideas & causes  Services  Retailer & Distributor  Online products & services  People & organization.  Sports, Arts & entertainment  Geographic location  Physical goods
  • 14. 1. Physical goods: Physical goods are traditionally associated with brands. Example-Coca-Cola, IBM, BMW. 2. Services: Various kinds of services sector is also brand that have been providing service over a many years. Example- DBBL 1. Retailer & Distributor: The retailer or other channel members engaged with distributing products which play an important function in business. Example- Karupanno, Mc. Donald, Gap. 1. Online products & services: At present online is very much important media for buying, selling & knowing information about products & services. Example- Bikroy.com, Google
  • 15. 5. People & organization: Beyond the products & service, people & organizations are also being a brand. Example- Dr. Md. Unus, Shakib-Al-Hassan, SQUIRE 6. Sports, Arts & entertainment: Sports, Arts & entertainment are become brand. Example- Football, cricket. 7. Geographic location: Geographic location like people & product also can be branded. Example- Sundorbon, Cox’s Bazar 8. Ideas & causes: Different ideas & causes become brand if its cover a particular theme or creating awareness. Example- Save the child save the nation, green marketing.
  • 16.  Institutional brand bonds: marketer can maintain long tern relationship with its customers by consumer brand bonds.  Customer brand bonds: Intuitional brand bonds related with organization.
  • 17.  Trust  Consistency  Accessibility  Responsiveness  Commitment  Affinity
  • 18. 1. Trust: Trust means the faith on a product, service or idea about its quality, performance, assurance and others. 2. Consistency: Consistency means the continuous same performance of a product, service or idea 3. Accessibility: Brand should access to the consumer, that consumer get the brand easily when they want to buy.
  • 19. 4) Responsiveness: How quickly & easily company response to the customer complaints. 5) Commitment: How strongly a company tries to maintain its promise that is given to its customer. 6) Affinity: Affinity means building strong relationship by brand, when consumer able to identify the specific company or brand.
  • 21. 1. Social bond: Any exchange between individuals first tent to be a social exchange. Example- DBBL- Provide scholarship to students. 2. Psychological bond: Brand based on psychological contract like personality, self-concept and lifestyle. Example- RFL enable to build psychological bond with its customer. 3. Financial bond: Customer bond would also be based on financial gain or benefit that a brand seeks to offer to its customer. Example- winter price discount of BATA Company. 4. Structural bond: Customer relation would be based on physical connection which could be created between buyer system & seller system. It can be done through online media. Example- Bangla link customer point create a structural bond to its customer.