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Understanding Brand and its extensions

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Here is an easy to comprehend understanding of Brand, its extensions, positioning and differentiation

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Understanding Brand and its extensions

  1. 1. UNDERSTANDINGBRAND &ITSEXTENSIONSMEGHAMANIKTALAmegha@webcobblers.com
  2. 2. Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 2/35
  3. 3. BRAND IS NOTA logoCorporateIdentityAdvertising MarketingTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 3/35
  4. 4. A feelingAn experienceA relationshipAn associationA promiseAn imageTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 4/35
  5. 5. PASSIONTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 5/35
  6. 6. BELONGINGTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 6/35
  7. 7. ACTIONTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 7/35
  8. 8. CONFIDENCETwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 8/35
  9. 9. SECURITYTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 9/35
  10. 10. An accumulation of emotionaland functional associations todifferentiate from competitorsTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 10/35
  11. 11. a brand saturated world!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 11/35
  12. 12. We are exposed to 3600 brandseveryday!!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 12/35
  13. 13. Why do weneed brands??Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 13/35
  14. 14. COMPETITION!!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 14/35
  15. 15. One too many!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 15/35
  16. 16. Differentiate!!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 16/35
  17. 17. So, how do wedifferentiate??Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 17/35
  18. 18. Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 18/35Tailor your offering to meetmarket demandsTechnologyDifferentiationPrice / QualityDifferentiationProductDifferentiationCustomer ServiceDifferentiationUser-experienceDifferentiation
  19. 19. Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 19/35
  20. 20. The methodology to meaningfullydifferentiate your brand in the marketand the consumer’s mind!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 20/35
  21. 21. And, what all can we brand??Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 21/35
  22. 22. PRODUCTSSERVICESPEOPLEPLACESTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 22/35
  23. 23. What domarketers aim toachieve??Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 23/35
  24. 24. Create Conversation!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 24/35
  25. 25. Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 25/35
  26. 26. Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 26/35
  27. 27. Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 27/35
  28. 28. President and CEO of Hewlett-PackardTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 28/35
  29. 29. Brand Extensions orBrand StretchingTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 29/35
  30. 30. When a firm tries to leverage asuccessful brand to introduce anew productTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 30/35
  31. 31. Using a sub-brand to target a new marketsegment within the same product categoryTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 31/35
  32. 32. Using the parent brand in indifferent product categoriesTwitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 32/35
  33. 33. To expand BUSINESS!!Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 33/35
  34. 34. ABOUT WEBCOBBLERSCONSULTINGWe provide highly sophisticated suite ofinteractive digital solutions to meet yourbusiness and brand objectives.TECHNICAL & INNOVATIONWe design and develop feature-richwebsites, social media and mobileapplications and custom software forfacilitating deeper community interactionand ecommerce.BRAND MANAGEMENTOur digital brand management servicesenable you to manage, monitor and buildyour brand equity in the digital world.TRAININGWe offer standard and custom trainingworkshops, seminars and webinars tocorporates and social media enthusiasts.Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.comPage 34/35We are a team of highly imaginative and deeply inspired young brandconsultants with contagious passion and endless creative energy.
  35. 35. CONNECTWITHUSINFO@WEBCOBBLERS.COMFACEBOOK.COM/WEBCOBBLERSTWITTER.COM/WEBCOBBLERS/COMPANY/WEBCOBBLERSYOUTUBE.COM/WEBCOBBLERSWWW.WEBCOBBLERS.COM

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