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presentation of brands


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presentation of brands

  1. 1. BRANDS
  2. 2. WHAT IS BRAND?
  3. 3. BRAND <ul><li>BRAND IS NOT ANY </li></ul><ul><li>PRODUCT </li></ul><ul><li>BRAND IS NOT A LOGO </li></ul>
  4. 4. SO WHAT IS BRAND??? <ul><li>A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. (NOKIA, ) </li></ul><ul><li>OR </li></ul><ul><li>A brand is personification of a product, service or even entire company like any person a brand has a physical body </li></ul>
  5. 5. WHAT ARE THE OBJECTIVE? <ul><li>Identify the various characteristics of products. </li></ul><ul><li>Learn how companies build and manage product lines and mixes. </li></ul><ul><li>Understand how companies make better brand decisions. </li></ul><ul><li>Comprehend how packaging and labeling can be used as marketing tools. </li></ul>
  6. 6. IMPORTANCE OF BRAND <ul><li>Having a good brand is not only for multi national companies but can be critical for even the smallest business. </li></ul><ul><li>If a brand works it can convince customers and can raise the expectations connected with a business, product or service. Creating a extra Value from your products or services. </li></ul>
  7. 7. TYPES OF BRANDING <ul><li>Umbrella brands and sub branding </li></ul><ul><li>Co branding </li></ul><ul><li>Multiple brandings </li></ul><ul><li>Family brands and line extensions </li></ul><ul><li>Individual brands </li></ul><ul><li>Brand bundling </li></ul>
  9. 9. KEY OF SUCCESSFUL BRAND? <ul><li>Find the right advertising/branding agency </li></ul><ul><li>Top management must be committed to this </li></ul><ul><li>effort </li></ul><ul><li>Assign one point person to work with the agency </li></ul><ul><li>Do not make decisions by committee </li></ul><ul><li>Keep brand consistent internally and externally </li></ul><ul><li>Give the brand time to work </li></ul><ul><li>Create a brand style guide and give to every employee </li></ul><ul><li>Refresh/update brand after a few years </li></ul>
  10. 10. PROS OF BRANDING <ul><li>Increase the scale </li></ul><ul><li>Identification of operation </li></ul><ul><li>Quality standard is maintained </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Enhancement of image </li></ul><ul><li>Protection from competition </li></ul><ul><li>Facilitating market segmentation </li></ul><ul><li>Building brand equity and brand loyalty </li></ul>
  11. 11. Product Vs. Brand Diet Coke vs. Diet Pepsi in Blind Taste Test Prefer Pepsi Sample 51% Prefer Coke 47% No preference 2% Diet Coke vs. Diet Pepsi in Identified Taste Test (brand names revealed) Prefer Pepsi Sample 23% Prefer Coke 65% No Preference 12%
  12. 12. CONS OF BRANDING <ul><li>Costly and expensive </li></ul><ul><li>Burden of responsibility </li></ul><ul><li>Chances of brand failure </li></ul>
  13. 13. SELCETING A BRAND NAME <ul><li>Brand name selecting process may you find trivial but it is not. Some brand names are so good that contribute to the success of product. </li></ul>
  14. 14. Brand name can be of birds or animals, family, colors country or city name
  15. 15. BRAND STRATEGY <ul><li>Fulfilling Brand Contract </li></ul><ul><li>Communicating Brand Position </li></ul><ul><li>Measuring ROBI </li></ul><ul><li>Developing Brand Vision </li></ul><ul><li>Establishing Brand Position </li></ul>
  16. 16. Brand Vision A clear articulation of the strategic, financial, and brand goals that management has created for the brand A first step to strategic screens as to where the brand can and cannot go
  17. 17. BRANDS POSITIONING A brand's positioning is the place in consumers' minds that you want your brand to own—the benefit you want them to think of when they think of your brand . A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers' minds
  18. 18. BRAND CONTRACT A Brand Contract is a list of all promises the brand makes to customers. Such a contract is executed internally, but it is defined and validated externally by the marketplace
  19. 19. Starbucks' Implicit Brand Contract <ul><li>Provide the highest quality coffee available on the market today </li></ul><ul><li>Offer customers a wide variety of coffee options as well as com­plementary food and beverage items </li></ul><ul><li>Have an atmosphere that is warm, friendly, homelike, and appropriate for having a conversation with a good friend or reading a book </li></ul><ul><li>about </li></ul>
  20. 20. Successful Brand-Based Communications <ul><li>Use all communication strategies to help achieve your corporate strategy and brand vision. </li></ul><ul><li>Let your brand positioning largely determine the right communications strategy to execute. </li></ul><ul><li>Use an integrated marketing communications strategy to get maximum return from all dollar investments. </li></ul>
  21. 21. Some Metrics to Measure Return on Brand Investment (ROBI) <ul><ul><li>Brand name knowledge, awareness, recognition, recall : measures strength of the brand as reflected by customer's ability to identify the brand under varying conditions </li></ul></ul><ul><li>Contract fulfillment : measures the degree to which your brand is upholding its Brand Contract </li></ul>
  22. 22. Acquired customers : counts customers claiming they have come to your company based on the strength of the brand Customer loyalty : measures the degree to which customers continue to purchase your brand and how long that loyalty has lasted Financial value : reports the financial value of your brand in the marketplace Price premium : finds the percentage of price premium your brand is able to command over private-label brands, as well as key competitor brands