Brand Strategies

1. CONCEPT OF VARIOUS
BRAND STRATEGIES
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ABM

2. BRAND EXTENSION
A brand extension is when a company uses one of its established brand names on a new product
or new product category. It's sometimes known as brand stretching. The strategy behind a brand
extension is to use the company's already established brand equity to help it launch its newest
product.

3. BRAND EQUITY
Brand equity refers to a value premium that a company generates from a product with a
recognizable name when compared to a generic equivalent.

4. BRAND PERSONALITY
Brand personality is a framework that helps a company or organization shape the way people
feel about its product, service, or mission. A company's brand personality elicits an emotional
response in a specific consumer segment, with the intention of inciting positive actions that
benefit the firm.

5. BRAND IMAGE
Brand image is the customer's perception of your brand based on their interactions. It can
evolve over time and doesn't necessarily involve a customer making a purchase or using your
product or service.

6. INTEGRATING ADVERTISING AND BRAND
MANAGEMENT
Marketing communication, in its most form is advertising. Marketing communication is essential
in establishing point of similarity, as well point of difference with competition, making an
impression in consumer’s mind leading to development of strong consumer based brand equity
and also to develop long- lasting relationship.
For marketing communication to be effective in conveying its message a simple cycle has to be
understood. Marketers need to understand the present state of brand awareness and brand
image within consumer’s mind and then ask question, do they want to be in current state.
To design a complete marketing communication program, marketers have to ensure that they
are able to establish connection with consumer and able to effectively communicate about
brand, thereby creating a strong brand awareness and image. This will ensure in creating a
strong consumer based brand equity.