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BrandingAmrapali Institute of Hotel Management   1
• Term, sign or symbol or a combination• Brand mark• Legal way for trademark purposes              Amrapali Institute of H...
Brand (def)• A brand is a term, name, sign, symbol,  design or a combination that identifies a  company’s product from its...
Types/ kinds of brands•   Premium brand•   Economy brand•   Fighting brand•   Corporate brand•   Family brand•   Individua...
Types/ kinds of brands (contd)• Premium brand- costs more than other  products.• Economy brand- targeted at highly price  ...
Types/ kinds of brands (contd)• Family branding- when one brand name is  used for several related products.• Individual br...
Types/ kinds of brands (contd)• National brands- private brands are  differentiated from the manufacturers  brands as nati...
Brand BuildingFactors that affect brand image:• FMCG, grid by FCB• Consumer durables• Service brands- concept of brand  po...
Brand Building (contd)FCB GridType of      Type of     Thinking                        Feelingproduct      involvementFMCG...
Case studies of different brands• Maggi- Nestle India Limited (2 minute  noodles, maggi ketchup, 2000’s healthy  products ...
Brand ManagementDef- Brand management is the application of marketing techniques to a specific product, product line or br...
Brand Management (contd)Methods of brand management:• Personality to the brand eg usage of film  stars, models etc.• Under...
Brand Equity              Awareness about brand nameBrand proprietory                                          Brand Assoc...
Brand EquityDef- The value of a brand as an asset is termed as brand equity. It is a collection of consumer cognitions, pe...
Key words•   Brand•   Brand Ambassador- person endorsing•   Brand equity- goodwill associated•   Brand image•   Brand leve...
Key words (contd)•   Co-branding•   Corporate branding•   Economy brand•   Fighting brand               Amrapali Institute...
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Branding

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branding & brand management

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Transcript of "Branding"

  1. 1. BrandingAmrapali Institute of Hotel Management 1
  2. 2. • Term, sign or symbol or a combination• Brand mark• Legal way for trademark purposes Amrapali Institute of Hotel Management 2
  3. 3. Brand (def)• A brand is a term, name, sign, symbol, design or a combination that identifies a company’s product from its competitors.• The brand mark is a symbolic or a pictorial design or a logo that identifies a product along with its brand name.• It is also a legal way by which the owner claims exclusive access for trademark purposes. Amrapali Institute of Hotel Management 3
  4. 4. Types/ kinds of brands• Premium brand• Economy brand• Fighting brand• Corporate brand• Family brand• Individual branding• Brand leveraging• National brands• Co- Branding• Brand rationalizing Amrapali Institute of Hotel Management 4
  5. 5. Types/ kinds of brands (contd)• Premium brand- costs more than other products.• Economy brand- targeted at highly price elastic market• Fighting brand- created specifically to counter a competitive threat• Corporate branding- a company’s name is used as a product name. Amrapali Institute of Hotel Management 5
  6. 6. Types/ kinds of brands (contd)• Family branding- when one brand name is used for several related products.• Individual branding- when all of company’s products are given different brand names.• Brand leveraging- when a company uses brand equity associated with an existing brand name to introduce a new product, or product line, it is referred to as brand leveraging. Amrapali Institute of Hotel Management 6
  7. 7. Types/ kinds of brands (contd)• National brands- private brands are differentiated from the manufacturers brands as national brands.• Co-branding- when two or more brands work together to market their products is referred to as co-branding• Brand rationalizing- refers to reducing the number of brands marketed by a company. Amrapali Institute of Hotel Management 7
  8. 8. Brand BuildingFactors that affect brand image:• FMCG, grid by FCB• Consumer durables• Service brands- concept of brand positioning applied Amrapali Institute of Hotel Management 8
  9. 9. Brand Building (contd)FCB GridType of Type of Thinking Feelingproduct involvementFMCG (Fast Low Habitual Satisfiedmoving involvementconsumerproduct)Consumer High Informative Affectivedurables Involvement Amrapali Institute of Hotel Management 9
  10. 10. Case studies of different brands• Maggi- Nestle India Limited (2 minute noodles, maggi ketchup, 2000’s healthy products such as dal noodles, atta noodles etc)• Cinthol (flagship brand of godrej, with toilet soap as well as deos)• Dabur Honey- Dabur India (purity changed to nutrition & health) Amrapali Institute of Hotel Management 10
  11. 11. Brand ManagementDef- Brand management is the application of marketing techniques to a specific product, product line or brand to increase the product’s perceived value to the consumer, & thereby increase brand franchise & brand equity. Amrapali Institute of Hotel Management 11
  12. 12. Brand Management (contd)Methods of brand management:• Personality to the brand eg usage of film stars, models etc.• Underlying brand identity Amrapali Institute of Hotel Management 12
  13. 13. Brand Equity Awareness about brand nameBrand proprietory Brand Associations assets Brand Equity Brand loyalty Perceived Quality Amrapali Institute of Hotel Management 13
  14. 14. Brand EquityDef- The value of a brand as an asset is termed as brand equity. It is a collection of consumer cognitions, perceptions, visualizations & feelings whenever he/ she sees the brand’s name or symbol. Amrapali Institute of Hotel Management 14
  15. 15. Key words• Brand• Brand Ambassador- person endorsing• Brand equity- goodwill associated• Brand image• Brand leveraging• Brand management• Brand positioning• Brand rationalizing Amrapali Institute of Hotel Management 15
  16. 16. Key words (contd)• Co-branding• Corporate branding• Economy brand• Fighting brand Amrapali Institute of Hotel Management 16
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