MARKETING MANAGENTPRESENTATION ON- strategic brand management. Presented by – Raj kishore das Roll no.-
What is a brand ?1)The word brand is derived from the old nurse word ‘brander’.2)It distinguish the good of one producer form those of another.3)According to AMA a brand is a “name, term sign, symbol, design or a combination of them, intended to identify the goods and services of one or group of sellers and to differentiate them from those of competition.
BRANDING1.It is a strategic exercise of creating a brand name, logo, image, design and symbol.2.Branding is all about endowing products and services with the power of brand equity.
Brand equity1.The important marketing concept brand equity had arrived in the 1980s.2.It is the incremental cash flow which is a result of the specific name assigned to the generic product.3.Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of the brand.4.The brand equity concept reinforces how important the brand is in marketing strategies.
Strategic brand management1.It involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.2.It is having four main steps:a)Identifying and establishing brand positioning.b)Planning and implementing brand marketing programs.c)Measuring and interpreting brand performance.d)Growing and sustaining brand equity.
Brand management1.Ensure identification of the brand with customers and an association of the brand in customers’ minds with a specific product class or customer need.2.Firmly establish the totally of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations with certain properties.3.Elicit the proper customer responses to this brand identification and brand means.4.Convert brand response to create an intense, active loyalty relationship between customers and brand. a)brand identity b)brand meaning c)brand response d)brand relationship
Brand positioning1)It is the heart of marketing strategy.2. It is the act of designing the company’s offer and image so that it occupies a distinct and value place in the target customer minds.3.How it is unique and how it is similar to competitive brands, and why consumer buy and use it.