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  1. 1. PRESENTED BY: Javeria 11-arid-3303 MIT-2 University Institute of Information Technology , Rawalpindi(UIIT,UAAR) Pakistan
  2. 2. BRAND "Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers." Some popular brands:
  3. 3. Branding Advantages Help consumer identify products Help seller to segment markets Brand represent the quality and consistency of product Brand name provides legal protection to seller by refraining copying of the product and its features by competitors
  4. 4. PACKAGING “Packaging is the art, science, and technology of enclosing or protecting products for distribution, storage, sale, and use.”
  5. 5. Packaging Advantages Hold the product Attract attention of consumers Describe the product features Product safety
  6. 6. LABELING “Labels range from simple tags attached to products to complex graphics that are part of the package.”LABELING IMPORTANCE: Identify the product Describe product features Promotion of brand
  7. 7. Essentials of Labeling (of an edible product) Price per unit of standard measure Nutritional values in the product Manufacture and Expiry Date of product
  8. 8. PRODUCT SUPPORT SERVICESIt includes: Surveying customers to assess the value of current services On the basis of survey reports, fix the problems and add new services Many companies are providing support services to their customers through phone, e-mail, fax, internet.
  9. 9. PRODUCT LINE “Group of products manufactured by a firm that are closely related in use and in production and marketing requirements.”e.g., product line of LU:
  10. 10. Product Line DecisionsIt include deciding about: Product Line Length - The number of items in a product line Product Line Filling - adding more items within the present range of items. Product Line Stretching - increasing the product line beyond its current range (either downward or upward or both ways).
  11. 11. PRODUCT MIX “A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually.” Pepsico Product Mix
  12. 12. Product Mix Dimensions Width - no. of product lines Length - total no. of items in product lines Depth - no. of versions of each product Consistency - how closely related the product lines are
  14. 14. BRAND EQUITY “A measure of the brand’s ability to capture consumer preference and loyalty.” Brand valuation is the process of estimating the total financial value of a brand. Customer equity is the value of customer relationships that the brand creates.
  15. 15. Consumer Perception Dimension of Brand Strength (according to an ad agency Young & Rubicam’s) Differentiation - what makes the brand stand out Relevance - how consumer feel it meet their needs Knowledge - how much consumer know about brand Esteem - how highly consumer regard and respect the brand
  16. 16. BUILDING STRONG BRANDS  Major Brand Strategy Decisions: Brand Brand Brand Brand Name Sponsor-Positioning Development Selection ship
  17. 17. 1. BRAND POSITIONING “The act of designing the company’s offering and image in such a way that it occupies a distinctive place in the minds of customers.”A brand can be positioned on the basis of: Product attributes Benefits Beliefs and values
  18. 18. 2. BRAND NAME SELECTION Desirable Qualities of a brand name: Suggest the product’s benefits and qualities Easy to pronounce, remember and recognize Capable of registration and legal protection Distinctive Extendable Easily translatable
  19. 19. 3. BRAND SPONSORSHIP4 Sponsorship Options: National brand Private Brand Licensed Brand Co-brand product
  20. 20. National Brand (Manufacturer’s Brand)“A brand sold out under its own uniquebrand name.” Example: Lay’s Chips
  21. 21. Private Brand (Store brand or Distributor brand)“A brand created and owned by areseller of a product or service.” Example: atwood’s coffee
  22. 22. Licensed Brand“A brand name or symbol licensed witha name which was previously created byother manufacturers, or the names ofcelebrities, or characters from popularmovies and books.” Example: Kellogg’s (Character Logo) “Tony the
  23. 23. Co-branding“Using the established brand names of two different companies on the same product.” Example: Motorola Ferrari co-branding
  24. 24. 4. BRAND DEVELOPMENT STRATEGY Product category Existing New Line Brand Existing Extension Extension Brand Name New Multi- New brands Brands
  25. 25. Line Extension Existing brand name Existing product category Example: Servis shoes has different range of shoes for different people. This strategy is called line extension.
  26. 26. Brand Extension Existing brand name New product category Example: Servis shoes have extend their brand by adding a new product category of Servis Tyres & Tubes.
  27. 27. Multi-brands New brand name Existing product categoryExample:Unilever has multi-brands in the same product categoryof shampoosSuch as Dove, Sunsilk, Lux etc.
  28. 28. New Brands New brand name New product category Example: Olper’s milk introduced a new product category of juices with a new brand name of Olfrute
  29. 29. MANAGING BRANDS Continuously communicate brand positioning to the consumers. Everyone in the company should live the brand. Periodically audit the brand’s strengths and weaknesses. Brands are not maintained by advertising but by the brand experience.
  30. 30. Javeria11 arid 3303