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Brand mangement by Prashant Mirgule..

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great presentation...MCC college..

great presentation...MCC college..

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  • 1. SUCCESS BRAND MANGEMENT PLANNING RESOURCES MOTIVATING POSITION ACTION TAKE BRAND IMAGE
  • 2.
    • GROUP NO. 1
    • OUR GROUP MEMBERS ARE :
    • PRANITA MHATRE 7502
    • PRASHANT MIRGULE 7503
    • SHAHEBAZ MOMIN 7505
    • LIJI NAMBIAR 7512
    • DISHA NIRMAL 7514
    • KARAN NIWATE 7515
    SUB : MARKETING MANAGEMENT * GUIDENCE TEACHER : ARCHNA MA’AM *
  • 3. TABLE OF CONTENT BRAND MANAGEMENT (actual content) Session 1.0 ROLE & SIGNIFICANCE OF BRAND ……. 4 a) CATEGORISATION OF BRAND b) THE TASK TO DEVELOPING BRAND Session 2.0 SELECTING NAME, LOGO, SLOGAN …….. 5 a) DISCURSSION RELATED TO NAME b) DO’S & DON’T’S RELATE TO NAME Session 3.0 CONCEPT BRAND EXTENSION ……….. 6 Session 4.0 BRAND INNOVATION TECHNIQUES . 8 Session 5.0 BRAND POSITIONING, IDENTITY … 10 Session 6.0 NATURE , RATIONLISATION …… 11 Session 7.0 Conclusion ……………………………. 12
  • 4. WHAT IS A BRAND? A BRAND IS THE IDENTITY OF A SPECIFIC PRODUCT, SERVICE, OR BUSINESS. The Coca-Cola logo is an example of a widely recognised trademark representing a global brand
  • 5. ROLE & SIGNIFICANCE OF BRANDS
    • BRAND IS A MAJOR ASSET OF THE FIRM
    • $29,398m
    • BRAND REPRESENTS THE VALUE DELIVERED TO CUSTOMERS
    • BRAND OFFERS STRATEGIC LEVERAGE TO FIRM
  • 6. CATEGORISATION OF BARNDS BASED ON THE VALUE THEY OFFER
    • FUNCTIONAL BRANDS :
    • e.g. DETERGENT NIRMA
    • IMAGE BRANDS :
    • e.g. COCA-COLA & PEPSI
    • EXPERIENCE BRAND :
    • e.g. KINGFISHER AIRLINES
  • 7. BRAND MANAGEMENT DEFINITION The process of maintaining, improving, and upholding a brand so that the name is associated with positive results.
  • 8. THE TASK IN DEVELOPING & MANAGING BRANDS
    • SELECTING BRAND NAME, LOGO, SLOGA etc
    • BRAND EQUITY
    • BRAND EXTENTION
    • CREAT BRAND IMAGE
    • CREAT BRAND AWARENESS
    • CREAT BRAND POSITIONING
    • BRAND ATTRIBUTES
    • BRAND REPOSITIONING
    • BRAND INNOVATION
    • CREAT BRAND IDENTITY
  • 9. WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET TAKE A LOOK… WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET TAKE A LOOK… WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET TAKE A LOOK… WE ARE HAVING DIFFERENT BRANDED PRODUCTS IN THE MARKET TAKE A LOOK…
  • 10. SELECTING BRAND NAME, LOGO, SLOGAN
    • SELECTING BRAND NAME :
    • NAMES COMMUNICATING THE FUNCTIONS
    • NAMES COMMUNICATING A SPECIALITY
    • USE OF ACRONYMS
    • USE OF COMPANY NAME
  • 11. NAMES COMMUNICATING THE FUNCTIONS “ e” indicates Internet service provide Name indicates “make huge shopping to customer on single stop”
  • 12. NAMES COMMUNICATING A SPECIALITY Speciality of this perticular brand is to provide fresh and variable products
  • 13. USE OF ACRONYMS Bharat Sanchar Nigam Limited Larsen And Toubro Mahanagar Telephone Nigam Limited
  • 14. USE OF COMPANY NAME Raymond uses company name as a brand name in their products Adidas uses company name as a brand name in their products
  • 15.
    • SELECTING BRAND LOGO :
    • INNOVATIVE NEW LOGO
    • CHANGING LOGO
    • ALTERING LOGO
  • 16. INNOVATIVE NEW LOGO The new entrants brands in the market take a look at its new logo..
  • 17. CHANGING LOGO BEFORE NOW
  • 18. ALTERING LOGO
  • 19. BRAND SLOGANS CAN ALSO PLAY VERY VITAL ROLE… BRAND NAME LOGO SLOGAN NIKE NOKIA FASTRACK JUST DO IT.! CONNECTING PEOPLE MOVE ON!
  • 20. DO’s & DONT’s IN LOGO SELECTION
    • CHECK LOGO NEEDED UNDER WHICH CATEGORY (CO. & TECH.OR INDUS.)
    • LOGO MUST EXPLAIN BRANDS BENEFIT
    • PEOPLE FRIENDLY TO ASSUMING
    • IT MUST’NT SIMPLE SYMBOL (IT SHOULD BE UNIQUE ONE)
    • IT MUST’NT AID BRAND WEAKNESS POWER (IT SHOULD BE PULLING POWER)
  • 21. BRAND EQUITY TO CONSUMER
    • FOLLOWING THREE BASIC PRESPECTIVE FROM WHICH VIEW BRAND EQUITY :
    • BRAND EXTENSION
    • FINANCIAL WAY
    • CONSUMER BASED WAY
  • 22. CONCEPT OF “ BRAND EXTENSION ”
    • MEANING OF BRAND EXTENSION
    • THREE TYPES OF BRAND EXTENSION :
    • SAME PRODUCT LINE EXTENSION :
    • e.g. SURF & COLGATE
    • EXTENDING BRAND NAME WITH RELATED PRODUCT LINE :
    • e.g. POND’S
    • EXTENDING BRAND NAME WITH UNRELATED PRODUCT LINE
    • e.g.ADIDAS
  • 23.
    • FINANCIAL WAY TO DETERMINING BRAND EQUITY :
    • IT DETERMINES THE PRICE PREMIUM THAT’S BRAND COMMAND OVER A GENERIC PERIOD.
    • CONSUMER BASED WAY TO DETERMINING BRAND EQUITY :
    • IT IS RELATED TO CONSUMER'S ATTITUDE STRENGTH TOWARD THE PRODUCT ASSOCIATED WITH THE BRAND.
  • 24. WHAT IS ACTUALY BRAND EQUITY? TAKE A LOOK THE PYRAMID….. BRAND AWARENESS BRAND ASSOCIATION BRAND ATTITUDE BRAND FAMILIARITY BRAND IDENTITY BRAND PERSONALITY BRAND IMAGE BRAND POSITION BRAND PREFERENCE BRAND LOYALTY BRAND EQUITY 1 2 3 4 5 6 7 8 9 10 11
  • 25. ADVANTAGES OF BRAND EQUITY TO CONSUMER & FIRM
    • WAY OF CONSUMER
    • WAY OF FIRM
    • PURCHASE BRANDED PRODUCT WITH CONFIDENCE
    • CONSUMER FEEL CONFIDENCE
    • GET NEW INFORMATION
    • ENJOY PRIDE TO USING CERTAIN PRODUCT OF SPECIFIC BRAND
    • WILLING TO ACCEPT NEW PRODUCT OF EXISTING BRAND
    • A FIRM CAN SELL THEIR BRAND PRODUCT MORE EFFICIENTLY
    • FIRM GET CREAT CORPORATE IMAGE IN MARKET
    • GET CONSUMER SATISFACTION & NEW ORDERS
    • ENHANCING BRAND POPULARITY IN THE MARKET
    • MAKING DIVERSIFIED THEIR BUSINESS
  • 26. BRAND IMAGE
    • BRAND CHARACTER (RELATED TO THE INTERNAL CONSTITUTION)
    • BRAND CULTURE (ABOUT THE SYSTEM OF VALUES)
    • BRAND PERSONALITY (RELATED TO SET OF HUMAN CHARACTERSTICS)
    • BRAND ESSENSE (REPRESENTS EMOTIONAL CHARACTER & VALUE OF BRAND)
  • 27. Good brand image can be resemblence with Brand Character, Brand personality, or either way of good services which they provide to customers... e.g. MacDonald Restaurants
  • 28. BRAND AWARENESS
    • MEANING
    • BRAND PERSONALITY
    • BRAND ASSOCIATION
    • BRAND LOYALTY
  • 29. BRAND POSITIONING
    • MEANING
    • TYPES OF BRAND POSITIONING :
    • FUNCTIONAL POSITIONS :
    • SOLVE PROBLEM, PROVIDE BENEFIT TO CUSTOMER
    • SYMBOLIC POSITIONS :
    • SELF IMAGE ENHANCEMENT, GOOD FULFILLMENT
    • EXPPERIENTIAL POSITIONS :
    • SHOWING ACTUAL POSITION, MAKE GUIDENCE WHAT TO DO IN FUTURE FOR MAINTAIN POSITION
  • 30. PROCESS OF BRAND POSITIONING
    • Who we are ?
    • What we offer (our product/service) ?
    • For whom we offer ?
    • What customer need do we meet ?
    • Who is our competitors ?
    • How are we different & unique ?
    • The most important benefit we offer customer that which ?
  • 31. FACTORS OF BRAND POSITIOING
    • BRAND ATTRIBUTES
    • CONSUMER EXPECTETIONS
    • COMPETITOTRS ATTRIBUTES
    • PRICE
    • CONSUMER PERCEPTIONS
  • 32. BRAND ATTRIBUTES
    • METHODOLOGY (WHICH METHOD USE TO PRODUCTION)
    • GOAL (WHAT THEY WANT TO ACHIEVE FROM APPLYING METHOD )
    • APPLICABILITY :
    • A) SPECIFIC ATTRIBUTES
    • B) INTRISICT ATTRIBUTES
  • 33. BRAND POSITIONING GET ONLY COVERED THAT…
  • 34. BRAND REPOSITIONING
    • BRAND REPOSITIONING SUPPORTS FOLLOWING :
    • INCREASE RELEVENCE TO THE CONSUMER
    • INCREASE OCCASION FOR USE
    • MAKING THE BRAND SERIOUS
    • FALLING SALES
    • BRINGING IN NEW CUSTOMERS
    • DIFFERENT FROM OTHER BRANDS
    • CHANGED MARKET CONDITION
  • 35. CONCEPTS RELATED TO BRAND INNOVATION & PROFITABILITY
    • BRAND REJVENATION :
    • CONTINUES IMPROVEMENT
    • BRAND RELAUNCH :
    • MAKE NEW STRATEGY IN EXISTING PRODUCT
    • BRAND ACQUISITION
    • TAKEOVER OR MERGE WITH OTHER BRAND
  • 36. BRAND REJVENATION ADD SOME VALUES OR ATTRIBUTES IN EXITING BRAND FOR MORE SALES OF PRODUCT IN THE MARKET. HERE WE HAVE EXAMPLE OF CADBURY 5-STAR CHOCLATE.. REJVENATE
  • 37. BRAND RALAUNCH RESTRUCTURING ALL STRATEGY ALREADY LAUNCHED BRAND AGAING RELAUNCH FOR MORE PROFIT MARGIN GROWTH AFTER RELAUNCHING NUMBER OF BRAND FARE MUCH BETTER PROFIT MARGIN AS COMPARED TO EARLIER... SUCH AS. SANTOOR SOAP & VICKS ACTION 500 RELAUNCH
  • 38. BRAND ACQUISITION BECAUSE OF LARGE COMPETITION THE COMPANIES TAKEOVER OR BUYOUT SO THEY CHOOSING OPTION OF ACQUISITION, THAT IS MERGE WITH OTHER BRAND NAME.. SUCH AS.. PEPSI ACQUIRED TO DUKE , P&G ACQUIRES GILLETTE ACQUISITE
  • 39. BRAND ACQUISITION’S OTHER SIDE OF SATISFIED CONSUMER : THE DEVELOPMENT OF A NEW SKILL, PRACTICE, OR WAY OF DOING THINGS…AN AQUISITE COMPANY CAN ALSO MAKE CONSUMER SATISFIED WITH MERGING OTHER COMPANY!... MR. CONSUMER
  • 40. Power of word of mouth enhancing profit level ratio... By from spreading “ VIBRANT SOUND ”
  • 41. SOME BRANDS STILL MAINTAIN THEIR IMAGE CERTIFIED WITH AS STANDARD BRANDS POSITION!...
  • 42. MEANING & NATURE OF BRAND IDENTITY B B B B
  • 43. IF THERE IS NO BRAND IDENTITY KNOWLEDGE !!... SO, SITUATION CAN BE CREATED AS LIKE THAT FOLLOWING PERSON…..
  • 44. BRAND NEED TO CREAT SELF IMPACT….. YOUR BRAND NEED TO LOOK DIFFER RATHER THAN OTHERS…IT WANT IT’S SELF IMAGE IN MARKET!! BECAUSE..
  • 45. INSIDE THE MIND OF CNSUMER THERE ARE AMPLE NUMBER OF THINGS IS TO BE THERE! U WANT TO LOOK HOW YOUR BRAND THEY FIT IN THEIR MIND..!
  • 46. CELIBRITY ENDORSEMENT
    • MEANING
    • ADVANTAGES OF CELIBRITY ENDORSEMENT :
    • ESTABLISHMENT OF CREDIBILITY
    • ENSURES ATTENSION
    • HIGHER DEGREE OF RECALL
    • ASSOCIATIVE BENEFIT
    • MITIGATING A TURNING IMAGE
    • DEMOGRAPHIC CONNECT
    • MASS APPEAL
  • 47. An Brand can choose it’s Brand Ambasador By taking celebreties good image in society… As we here shown recently IPS officer Kiran Bedi seen in advertise of Ariel , Because of his White Image in society… & Ariel also sell in market by knowing good whiteness in clothes to using it..
  • 48. An Brand can also choose it’s celebrity as showing situation of two different characters.. Which recently did by “BAJAJ ALIANZE LIFE INSURANCE COMPANY” as below Mr. Sukhi Mr. Dukhi Both character show publicity about one who invested in good insurance co. get benefit and who invested in bad insurance co. not get any benefit…
  • 49.
      • DISADVANTAGES OF CELIBRITY ENDORSEMENT :
      • THE REPUTATION OF CELEBRITY MAY DEROGRATE
      • INCONSISTENCY OF THE PROFESSIONAL CELEBRITY
      • MULTI BRAND ENDORSEMENT MAKE CELEBRITY OVEREXPOSURE
      • MISMATCHING BETWEEN CELEBRITY & BRAND IMAGE
  • 50. HERE WE LIKE TO CONCLUDED THAT.. About METRO cinema
  • 51.
    • “ METRO Multiplex Cinemas" offer an alternative to tap this potential by providing a quality experience.
    • "Films” contributing nearly 27% of the total revenues of the entertainment industry.
    • THE MULTIPLEX PARTENERS METRO MANAGING ALL ABOUT :
    • The box office collections
    • Rent from display system
    • Food & beverage (MOST PROFIT GAINING)
    • Product launch rentals
    • Promotions by companies to promote consumer goods
  • 52. Very popular multiplex brand METRO ADL’ABS ,Mumbai
  • 53. MAINTAINING BRAND POSITION OF METRO.. The metro is huge multiplex partner a part of BIG CINEMAS. According to it’s main head of metro mr. Ninad Jadhav metro just maintain their image because good of services, food quality, and rate which they devided to suit every class of peoples. He tell us all brief information about METRO’s acheivements since ancient period when it started.
  • 54. THANK YOU FOR CO-OPERATING WITH US..

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