Brand Management<br />Samarpan kole<br />
<ul><li>Brand knowledge
Brand awareness
Brand image
Brand structure</li></ul>Presentation On:<br />
Brand Knowledge<br />An ability to create a perception or an image about the brand in the consumer's mind.<br />It is a su...
Brand Awareness<br />The measure of how well people in your target audience are aware of your brand.<br />It is necessary ...
Why is brand awareness important?<br /><ul><li>A necessary condition for inclusion in the set of brands being considered f...
A sufficient condition for choice in low-involvement decision settings.
Influences the nature and strength of association.</li></li></ul><li>Brand Image<br />It is a complete bundle of thoughts ...
Brand Image<br />
How Brand Image is reinforced?<br />Brand image can be reinforced by brand communication  such as:<br />		1). Packaging<br...
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Brand Management Pptsam1

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This ppt was for the brand management subject at IIPM

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Brand Management Pptsam1

  1. 1. Brand Management<br />Samarpan kole<br />
  2. 2. <ul><li>Brand knowledge
  3. 3. Brand awareness
  4. 4. Brand image
  5. 5. Brand structure</li></ul>Presentation On:<br />
  6. 6. Brand Knowledge<br />An ability to create a perception or an image about the brand in the consumer's mind.<br />It is a summation of Brand awareness & Brand Image<br />Brand Knowledge’s components <br />Brand Awareness<br />Brand Image<br />
  7. 7. Brand Awareness<br />The measure of how well people in your target audience are aware of your brand.<br />It is necessary step in making brand equity<br />It is a an important way of promoting commodity based product .<br />Higher brand awareness = Higher sales among the competitors.<br /> e.g. Soft Drink industry<br />
  8. 8. Why is brand awareness important?<br /><ul><li>A necessary condition for inclusion in the set of brands being considered for purchase.
  9. 9. A sufficient condition for choice in low-involvement decision settings.
  10. 10. Influences the nature and strength of association.</li></li></ul><li>Brand Image<br />It is a complete bundle of thoughts in customer’s mind about a company or a product.<br /> Like:<br /> 1).How would be Product<br /> 2).Service developed through communication.<br /> 3).Experience after purchasing.<br />
  11. 11. Brand Image<br />
  12. 12. How Brand Image is reinforced?<br />Brand image can be reinforced by brand communication such as:<br /> 1). Packaging<br /> 2). Advertising<br /> 3). Promotion<br /> 4). Customer service<br /> 5). Word of mouth<br /> 6). Brand experience<br />
  13. 13. Brand Structure<br />Brand structure is a structure of a brand which explain the application of a product. <br />e.g.<br />
  14. 14. Brand Architecture<br /> It is a relationship between the mother brand and the subsidiary brands.<br /> e.g.- NESTLE<br /> There are three types of brand structure are used by Nestle.<br />Corporate dominant branding.<br />Product dominant branding .<br />Hybrid branding. <br />
  15. 15. Source of information<br />www.google.com<br />www.Nestle.com<br />
  16. 16. Thank you<br />

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