Brand management ppt MBA


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Brand management ppt MBA

  1. 1. Brand Management
  2. 2. What is a brand? A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods orservice of a seller and differentiate it from the rest of the competitors
  3. 3. When you cannot do this The product is a commodity
  4. 4. A brand comprises of Tangible attributes Intangible attributes
  5. 5. TangiblesEg. Product Packaging Labelling Attributes Functional benefits
  6. 6. IntangiblesEg. Quality Emotional benefits Values Culture Image
  7. 7. Brand IdentityIt is the marketer’s promise to give aset of features, benefits and services consistently
  8. 8. Brand Building Involves all the activities that arenecessary to nurture a brand into a healthy cash flow stream after launch
  9. 9. What kind of activities?Eg. Product development Packaging Advertising Promotion Sales and distribution
  10. 10. Brand EquityWhen a commodity becomes a brand, it is said to have equity
  11. 11. What is brand equity? The premium it can command in the market Difference between the perceived value and the intrinsic value
  12. 12. What happens when equity increases?Commodity Brand Power Brands Presence + Personality
  13. 13. What happens when brands have high equity? The company can have more leverage with the trade The company can charge a premium on their product The company can have more brand extensions The company can have some defense against price competition
  14. 14. Brand Loyalty Pyramid 1 Committed buyer 1 1 Likes the brand. Consider it a friend Satisfied buyer. Would incur costs to switch Satisfied buyer/no reason to change Switchers/Price sensitive
  15. 15. How does one build brands? Distinguishing it from others – value proposition Brand promise must match brand delivery
  16. 16. The value proposition Broad positioning Specific positioning Value positioning
  17. 17. Creating the brand Choosing a brand name Develop rich associations and promises Managing customer brand contact to meet and exceed expectations
  18. 18. Considerations in choosing a brand name What does the brand name mean? What associations / performance / expectations does it evoke ? What degree of preference does it create?
  19. 19. A brand name should indicate Product benefits  Product category Product quality  Distinctiveness Names easy to  Should not indicate remember, recognise, poor meanings in other pronounce markets or languages
  20. 20. Brand Associations ‘owned word’ Slogans Colours Symbols and logos
  21. 21. Brand StatusEST Step up Cash Cow.Need toE advertising Sustain brandE building activitiesM Troubled brand New Product Product upgradation Or Product required should be phased out FAMILIARITY
  22. 22. Brand ambassadors Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador
  23. 23. Brand Vitality Differentiation in consumer’s need Differentiation relevant to consumer’s need
  24. 24. Brand Pitfalls Brand experience must match brand image Calls for managing every brand contact