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Brand mgmt ppt- FROM BAJAJ COACHING CLASS ROKTAK

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  • 1. Marketing For BANK PO/ MBA/BBA & other Competitive Exams Bajaj Coaching Center, Rohtak Visit bcc2000.com for more Information.
  • 2. BRAND MANAGEMENT
  • 3. TABLE OF CONTENTS • Brand . • Brand Equity. • Brand Challenges a) Brand Decision b) Brand Name Decision c) Brand Strategy Decision d) Brand Repositioning  Conclusion Bajaj Coaching Center
  • 4. WHAT IS BRAND? A Brand is a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Examples:-
  • 5. Brand can convey up to six levels of meaning:- 1) Attributes: A Brand brings to mind certain attributes. Example:- Mercedes
  • 6. 2) Benefits. Example:- Mercedes
  • 7. 3) Values: The Brand also says something about producer value. Example:- BOOST,ACTIVE
  • 8. 4) Culture: The Brand may represent a certain culture. Example:- Himalaya
  • 9. 5) Personality: Brand projects a certain personality.
  • 10. 6) User: The brand suggest the kinds of the consumers who buys or uses the product. Example:- Scooty Pep Bajaj Coaching Center
  • 11. Brand Equity It is the positive differential effect that a known brand name has on customer response to the product or service. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Example:- IBM
  • 12. Branding Challenges The key decisions are:- Branding Decision:- To brand or not to brand
  • 13. Brand Name Decision There are four strategies available:- 1) Individual Names. 2) Blanket Family name 3) Separate Family Name. 4) Company Trade Name Combined with Individual Product Name. Bajaj Coaching Center
  • 14. Individual Names:- Company can use this policy because if product fails or appear to have low quality, the company's name or image is not hurt. Example:- H UL,P&G
  • 15. Blanket Family Name:- Company can use this policy because development cost is less. Example:- Bajaj , Godrej , Kissan,
  • 16. Separate Family Name:- Where a company produce quite different product, it is not desirable to use one blanket family name. Example:- ADITYA BIRLA GROUP HINDALCO FOR ALUMINIUM, ULTRA TECH FOR CEMENT GRASIM FOR SUITIGS IDEA
  • 17. Company Trade Name Combine with Individual Product Name Example:- Maruti, Kelloggs, J&J.
  • 18. Brand Strategy Decision:- A company has five choices when it comes to Brand strategy. The company can introduce:- 1) Line extensions. 2) Brand extensions. 3) Multi Brands. 4) Co Brands Bajaj Coaching Center
  • 19. Line Extension:- Line extension consist of introducing additional items in the same product category and the same brand name ,such as New Flavors , Forms , Colors , Added Ingredients and Package Size. Example: , Lux , Hajmola ,maggie,colgate gel,fair and lovely, google
  • 20. Brand Extension:- A company may use its existing brand name to launch new products in other categories.also called image related brand extension Example:- BAJAJ,dettol
  • 21. UNRELATED EXTENSION • WIPRO FROM OIL TO COMPUTER • ITC sunfeast • Taj hotels TATA Bajaj Coaching Center
  • 22. Multi Brands :- A company will often introduce additional brands in the same product category. Example:- H UL Soaps
  • 23. Co Brands:- When two or more well known brands combined in an offer. Co branding take variety of forms:- 1) Ingredient Co branding Example:- COMPAQ Computers
  • 24. 2) Joint Venture Co Branding Example:-Sony Ericsson
  • 25. Brand Repositioning:- However well a brand is currently positioned , the company may have to reposition it later when facing new competitors or changing customers preferences. Example:- Lifebouy ,MOOV,CLINIC PLUS,BOURNVITA,BANK OF BARODA,BAJAJ
  • 26. THANK U !!!!! & ANY QUERIES ????

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