A detailed description about Brand and its management, what is brand how can be brand be important, how can identify brand and its associators, Its advantage and benefits.A detailed meaning of packaging is also explained. bitten apple symbol of apple brand indicates their is a phone with it making it for telecom industry. A-Z symbol tells that they deliver a-z item that's for amazon. baskin robins has 1 flavour so the same is shown in their brand name.

1. BRAND MANAGEMENT
Bhavna gupta
MBA
142562078

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4. GUESS THE BRANDS

6. Name Design
Identifies
product/service
of seller and
differentiates from
competitors
A Brand Is……….

7. .
. • A brand is a “name, term, sign, symbol, or
design, or a combination of them, intended to
identify the goods and services of one seller or
group of sellers and to differentiate them from
those of competition.”
WHAT IS A BRAND

8. WHAT IS A BRAND?
Branding is a combined effort of the company which is
projected to the consumer.
Company
Brand
Consumer
Marketing
Design
CONSUMER

9. .
.• Physical goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
• Sports, arts, and entertainment
• Ideas and causes

10. AN EFFECTIVE BRAND NAME
● Is easy to pronounce
● Is easy to recognize and remember
● Is short, distinctive, and unique
● Describes the product, use, and benefits
● Has a positive connotation
● Reinforces the product image
● Is legally protectable

11. BRAND ROLES

12.  Massive Asset
 Promotional Tool
 Protects Market Share
 Means of Identification
 Antidote for middlemen's survival
Role of Branding

13. What is Brand Equity?
•Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel and act with
respect to the brand.

14. DRIVERS OF BRAND EQUITY
BRAND
EQUITY
CUSTOMER
LOYALTY
BRAND
AWARENESS
BRAND
ASSOWATORS
PROPICTIONS
ASSETS
PERCIEVED
QUALITY

15. Factors affecting Brand Equity
Market Leadership
Market Size
Comparative Price
Ratio of Marketing expenses to sales
Level of Consumer Satisfaction
Rate of Profitability
Scope of line extension

16. BRAND LOYALTY
“The degree of consumer attachment
to a brand.”
Recognition
Preference
Insistence
Awareness of name,
benefit and package
Is useful, consumer will
buy if available…evoked
set
Will search for; must have

17. Brand Loyalty pyramid
COMMITTED BUYER
LIKES A BRAND, CONSIDERS BRAND
AS A FRIEND
SATISFIED BUYER WITH
SWITCHING COSTS
HABITUAL BUYER NO REASON TO
CHANGE
SWITCHERS

18. IMPORTANCE OF BRANDING

19. Brands for Consumers and Sellers
Symbolic
device
Lower risk
Less cost of
searching for
a choice
Symbol of
Quality
Consumers
Source of
product

20. Brands for Consumers and Sellers
Symbolic
device
Lower risk
Less cost of
searching for
a choice
Symbol of
Quality
Consumers
Source of
product
Consumers can easily make a purchase
decision based on brands. Consumers
usually find brands which satisfy their
need.

21. Brands for Consumers and Sellers
Symbolic
device
Less cost of
searching for
a choice
Symbol of
Quality
Consumers
Source of
product
Brands mean lower purchase risk to consumers as they
are dealing with a product or organization that they
trust.
Lower risk

22. Brands for Consumers and Sellers
Symbolic
device
Symbol of
Quality
Consumers
Source of
product
If the consumers recognize a particular brand and have
knowledge about it, they make quick purchase
decision and save lot of time. Also, they save search
costs for product.
Lower risk
Less cost of
searching for
a choice

23. Brands for Consumers and Sellers
Symbolic
device
Consumers
Source of
product
Consumers see ‘brands’ as a symbol of quality and remain
committed and loyal to a brand as long as they believe that the
brand will continue meeting their expectations and perform in the
desired manner consistently.
Lower risk
Less cost of
searching for
a choice
Symbol of
Quality

24. Brands for Consumers and Sellers
Consumers
Source of
product
Brands play a significant role in signifying certain product
features to consumers.
Lower risk
Less cost of
searching for
a choice
Symbol of
Quality
Symbolic
device

25. Brands for Consumers and Sellers
Seller
Means of
Profits
Means of
Competitive
Advantage
Legal
protection of
products’
features
Satisfied
customer

26. Brands for Consumers and Sellers
Seller
Means of
Profits
Legal
protection of
products’
features
Satisfied
customer
Means of
Competitive
Advantage
A brand helps the firms to provide consistently a
unique set of characteristics, advantages, and services
to the buyers/consumers.

27. Brands for Consumers and Sellers
Seller
Means of
Profits
Satisfied
customer
Means of
Competitive
Advantage
Brands help to protect the unique features/traits of
products by legal copyrights.
Legal
protection of
products’
features

28. Brands for Consumers and Sellers
Seller
Means of
Profits
Means of
Competitive
Advantage
Brand represents values, ideas and even personality
and hence leads to an assortment of memories in
customers’ mind and hence satisfied customers.
Legal
protection of
products’
features
Satisfied
customer

29. Brands for Consumers and Sellers
Seller
Means of
Competitive
Advantage
Brands form the basis of purchase decision among
consumers and thus are a means of financial profits.
Legal
protection of
products’
features
Satisfied
customer
Means of
Profits

37. PRODUCT PACKAGING

38. • Product Protection
• Product Identification
• Product Convenience
• Product Promotion
• Product Profit Generation
Product Packaging

39. PACKAGING STRATEGIES
• Family Packaging
• Multiple Packaging
• Reuse Packaging
• Ecological Packaging