Branding

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BRAND is not what it looks like BRAND is how it WORKS

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Branding

  1. 1. Rs. 300.00
  2. 2. > Rs. 2,500.00
  3. 3. What is a brand ? Branding is a combined effort of the company which is projected to the consumer. Brand MarketingCompany Consumer Design
  4. 4. What is a brand ? What a brand means to common person ? In blind taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not blind and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The Coca-Cola brand has the power to actually change an individuals taste! Coca-cola is the no.1 brand in the world. The first shape that was registered is the coca cola bottle.
  5. 5. Brand PositioningPositioning a Battle for the MindAl Ries & Jack Trout Identification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind
  6. 6. Some PositioningMethods  By benefit  By price v/s quality  By use  By product user  By product class  Using culture  By competition
  7. 7. Understanding Branding Understanding Brand Building BrandingProdu Attribu Manage Architects to Exercise tes ment cturebrands
  8. 8. From Products to Brands Understanding Brand Building BrandingProducts Manage Architecturto Attributes ment e Exercisebrands
  9. 9. From Products to Brands Understanding Brand Building Branding Prod ucts Manage Architectur to Attributes ment e Exercise bran ds• A brand is more distinctive than a product• It is first of all a name, a means of identification• Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’
  10. 10. Understanding Branding Understanding Brand Building BrandingProduct Attribu Manage Archites to Exercise tes ment cturebrands Name Logo Colours Essence
  11. 11. Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands Stealth Co-Brand Branding Fighting Brand Multi-Brand
  12. 12. Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands House of Endorsed Brands Brand Sub Brand Branded House
  13. 13. Understanding Branding Understanding Brand Building BrandingProduct Attribut Manage Archites to Exercise es ment cturebrands Single Brand Options Family Stand Alone Transfer of Brand Brand Assets
  14. 14. BRAND is not what it looks likeBRAND is how it WORKS.
  15. 15. ThAnK YoU

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