As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
Rajesh Kumar
Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
7. .
.
For consumers ages 16-35, Crest Whitestrips whiten teeth five times better
than the leading paint-on whitening gel. That’s because Crest’s gel-coated
strips hold the peroxide on teeth longer, to whiten stains below the tooth
surface.
8. .
When We build a brand
Than
Create a better perception in the
mind.
9. .
.
• Not in the mind of the Company
• Not in the mind of the CEO
But in the mind of the Customers!
13. .
.
•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.”
• These different components of a brand that identify and
differentiate it are brand elements.
14. .
.
• Many practicing managers refer to a brand as more than
that— as something that has actually created a certain
amount of awareness, reputation, prominence, and so on in
the marketplace.
• We can make a distinction between the AMA definition of a
“brand” with a small b and the industry’s concept of a “Brand”
with a capital B.
20. .
• A product is anything we can offer to a
. market for attention, acquisition, use, or
consumption that might satisfy a need or
want.
• A product may be a physical good, a
service, a retail outlet, a person, an
organization, a place, or even an idea.
23. • A brand is therefore more than a product, as
it can have dimensions that differentiate it in
some way from other products designed to
satisfy the same need.
• Some brands create competitive advantages
with product performance; other brands
create competitive advantages through non-
product-related means.
24. Sony .
.
* Aesthetics – integrated family
look. All products bear some
common elements.
* Style of use – interface design
– unique way of operating a
product.
* Some functions special to the
brand
The Sony Vaio series – one voice by Sony
25. .
.
People overwhelmed by available choices
Human attention is a major business currency
Interest in, and loyalty to, brands that don’t
“touch them” fall off the choice chart.
27. .
.
For homemakers, Dow Bathroom Products are the easy way to get a
great clean shine for your tub, tile and toilet. That’s because only Dow
Bathroom Products contain scrubbing bubbles that cut through dirt and
grime clean to the shine!
28. .
. What functions do brands perform that make
them so valuable to marketers?
We can look the matters for two different
prospects
Consumers Prospects
Firms Prospects
29. .
Identification of the source of the product
Assignment of responsibility to product maker
.
Risk reducer
Search cost reducer
Promise, bond, or pact with product maker
Symbolic device
Signal of quality
31. •
. handling or tracing
Identification to simplify
.
• Legally protecting unique features
• Signal of quality level
• Endowing products with unique associations
• Source of competitive advantage
• Source of financial returns
33. .
•
. Physical goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
• Sports, arts, and entertainment
• Geographic locations
• Ideas and causes
34. .
Precious Metals
(gold, palladium, silver, p
Luxury segments latinum) Diamonds & Jewelry
. (watches, pens, bejewele (traditional
d technology) products, new markets
(BRIC))
The global diamond & jewelry business is the catalyst for exponential growth into other
markets, products and new value chains
35. A universal banking powerhouse...
Retail Financial Services Corporate Financial Services
. Car Loans Term Loans
Mortgages Project Finance
Credit Cards Commercial Bank
Personal loans Investment Bank
Deposits Venture Capital
Life Insurance Genl. Insurance
Mutual funds IT Services
36. Establishing an international presence
.
. Canada UK
USA China
UAE
Singapore
Phase I : Offices opened/to be opened shortly
Phase II : Geographies under advanced stage of evaluation
42. .
Small is Beautiful – Mass Market
Nano by Tata
.
– 1 lakh Tata
– Milestone for auto industry
– Aspirations of India’s rising middle class
– Solution to urban transport problems
• Congestion
Bajaj - Renault
• Environmental impact
• Bajaj - Renault
• Electric car by Field Marshal Group,
Rajkot
• Rs. 99,000
46. .
.
You are already a brand - - good or bad
If you don’t actively define your brand, your
brand as it is now will define you!
47. .
. Top of the charts on Commodity list
–
– In America water from tap is good and clean
– No reason to buy bottled water
– But people do buy bottled water – lots of it.
– More expensive per liter than beer or milk
48. .
STEPS KEY CONCEPTS
. Mental maps
Competitive frame of reference
Identify and Establish Points-of-parity and points-of-difference
Brand Positioning and Values Core brand values
Brand mantra
Mixing and matching of brand elements
Plan and Implement Integrating brand marketing activities
Brand Marketing Programs Leveraging of secondary associations
Brand Value Chain
Measure and Interpret Brand audits
Brand tracking
Brand Performance
Brand equity management system
Brand-product matrix
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization