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Brand Management Pptsam1

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Transcript

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