brand concept, brand types, brand equity, brand positioning... MBA course...

1. Presentated
By
Laxmi Tyagi
Divya Vashishtha

2. CONTENTS
➢ Concept of
Brand
➢ Types of Brand
➢ Brand Equity
➢ Brand
Positioning

3. Concept of Brand
A brand particularly consists of a name, logo, sign,
symbol, design or a combination of these that
identifies a product or service and differentiates it from its
competitors.

4. A NAME…

5. A SIGN or SYMBOL…

6. A DESIGN…

7. COMBINATION OF ALL…

8. Types of Brand
According to
Ownership
According to the
Market Area
According to the
Number of
Products
According to
Use

9. According to Ownership
•Where branding involves name of
its ‘manufacturer’.
•APPLE.
Manufacturer’s
Brand
•Where involvement of
middlemen(wholesaler & retailer) is
high in the branding.
•BIG BAZAR.
Middlemen’s
Brand

10. According to Market
Area
•When brands are decided keeping the local
markets in mind.Local
•Here the brand name is decided for a
particular state or province.Provincial
•Where the brand name is for a particular
region.Regional
•When a particular product is available with the
same brand name throughout the country.National
•When a particular product is available with the
same brand name throughout the world.International

11. According to the
Number of Products
• When all the products of a company
are marketed with the same brand
name in different market segments.
Family
Brand
• When a company decides to give
different names to different product
lines.
Product
Line Brand
• When the company uses different
names for the products in the same
product line.
Individual
Brand

12. According to Use
Fighting
Brand
Competitive
Brand

13. BRAND EQUITY
• Brand Equity is a qualitative measure of the brand’s positive
recognition or goodwill in the minds of the consumers.
• Brand Equity is the tangible and intangible worth of a brand.
• Brand Equity is kind of power that the brand has over its
competitors or the generic brands and is developed over time.

14. ELEMENTS OF BRAND
EQUITY
Elements
AWARENESS
BRAND
ASSOCIATION
PERCEIVED
QUALITY
BRAND
LOYALTY
PROPRIETARY
BRAND
ASSETS

15. BRAND POSITIONING
▶ ‘Positioning starts with the product, but positioning is not
what you do to the product. Positioning is what you do
to the mind of the prospect’
-RIES & TROUT
(Father of Brand positioning concept)
Al ries
Jack Trout

16. ➢ Positioning is owning a piece of consumer’s mind.
➢ You position the product in the consumer’s mind.