4.3 branding
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There are several types of branding strategies discussed in the document. Family branding refers to marketing a range of products under a single brand name to benefit from economies of scale and brand extension. Product branding gives individual brands under a family brand a distinct identity. Company branding, also known as corporate branding, uses a business's name as the brand name to create brand recognition and loyalty. Own label brands are brands created by distributors for their private label products. Manufacturer brands are created by producers to control the supply chain and ensure only designated suppliers are used. Global brands establish their brands worldwide to benefit from international advertising campaigns and economies of scale, while still appealing to local tastes.
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This document discusses factors to consider when developing branding strategies for international markets. It outlines different types of global brands such as truly global brands that maintain consistent identity worldwide versus adjusted brands where elements like price or appeal are tailored locally. Successful global brands position themselves consistently worldwide while allowing for some adaptation. Cultural, competitive and product factors also influence branding approaches in different countries. Umbrella branding using a strong corporate identity can help new products enter international markets.
Cobranding & ingredient branding
Cobranding involves a marketing partnership between two or more brands to promote each other's products. There are several types of cobranding partnerships like ingredient branding, promotional sponsorship, and value chain cobranding. Ingredient branding specifically highlights a component of one brand that is contained within another brand's product. This helps create brand equity for the ingredient and adds value to the overall product. Some examples discussed are Intel Inside campaign, Nike collaborating with Apple on a sports kit, and Louis Vuitton designing luggage for BMW cars. Cobranding provides benefits like reduced costs, increased consumer loyalty and awareness, but also risks dragging down brand reputation if the partnership is not well-aligned.
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This document defines and provides examples of different forms of branding, including:
1) A corporate brand represents an entire company, such as Coca-Cola, Ford, or Microsoft.
2) A product brand represents a specific product of a company, like Diet Vanilla Coke or Windows XP.
3) A private distributor brand, also called a store brand, represents products sold under a retailer's name, for example Radio Shack batteries or Lowe's macaroni and cheese.
4) A trade character is a personified symbol that represents a brand name.
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Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch companies. It owns many well-known brands in food, beverages, cleaning products and personal care. Unilever pursues a strategy of research and innovation, localizing products to different markets, and diversifying across multiple consumer segments globally. Currently, Unilever is focusing on streamlining its brand portfolio and acquiring high-profile food brands as it faces competition from companies like P&G, Nestle and Kraft.
Do private labels represent a sustainable branding strategy
Private label brands, also known as store brands, have grown significantly in recent years. Retailers are increasingly developing their own private label brands rather than simply selling manufacturer brands. Private labels allow retailers to differentiate themselves, control pricing and marketing, and build stronger customer loyalty. While private labels were once only considered budget options, many have become premium brands that compete directly with national brands. The future of private labels depends on retailers innovating, developing brand identities, ensuring quality parity with national brands, and balancing private label and manufacturer brands in their stores.
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This document discusses private label brands and national brands. It provides insights into:
1) Private label market share typically increases when the economy is weak and decreases when strong. However, national brand managers can address the private label threat.
2) Private labels pose several threats to national brands, including improved quality, premium private labels, and the emergence of new retail channels.
3) National brand manufacturers should invest in their brands, innovate wisely, manage trade relationships, pricing, promotions and each category individually to address the private label challenge.
4) Private labels make up 10-12% of the Indian retail market currently but are growing. Major retailers have pioneered private labels in India. Private
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This document defines and provides examples of different forms of branding, including:
1) A corporate brand represents an entire company, such as Coca-Cola, Ford, or Microsoft.
2) A product brand represents a specific product of a company, like Diet Vanilla Coke or Windows XP.
3) A private distributor brand, also called a store brand, represents products sold under a retailer's name, for example Radio Shack batteries or Lowe's macaroni and cheese.
4) A trade character is a personified symbol that represents a brand name.
Unileverl presentation
Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch companies. It owns many well-known brands in food, beverages, cleaning products and personal care. Unilever pursues a strategy of research and innovation, localizing products to different markets, and diversifying across multiple consumer segments globally. Currently, Unilever is focusing on streamlining its brand portfolio and acquiring high-profile food brands as it faces competition from companies like P&G, Nestle and Kraft.
Do private labels represent a sustainable branding strategy
Private label brands, also known as store brands, have grown significantly in recent years. Retailers are increasingly developing their own private label brands rather than simply selling manufacturer brands. Private labels allow retailers to differentiate themselves, control pricing and marketing, and build stronger customer loyalty. While private labels were once only considered budget options, many have become premium brands that compete directly with national brands. The future of private labels depends on retailers innovating, developing brand identities, ensuring quality parity with national brands, and balancing private label and manufacturer brands in their stores.
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This document discusses private label brands and national brands. It provides insights into:
1) Private label market share typically increases when the economy is weak and decreases when strong. However, national brand managers can address the private label threat.
2) Private labels pose several threats to national brands, including improved quality, premium private labels, and the emergence of new retail channels.
3) National brand manufacturers should invest in their brands, innovate wisely, manage trade relationships, pricing, promotions and each category individually to address the private label challenge.
4) Private labels make up 10-12% of the Indian retail market currently but are growing. Major retailers have pioneered private labels in India. Private
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A product is something made in a factory that can be copied, while a brand is unique and timeless, representing a promise to customers based on their perceptions. Marketing is becoming more important due to sales declines, changing customer wants and increased competition. A brand distinguishes a company's products, is developed over time through consistency and nurturing, and adds value beyond basic product attributes.
Brand genetic
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What are private label brands ?
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Global brands vs local brands
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PRIVATE LABEL BRAND
Private label brands are owned by retailers rather than manufacturers. They are also known as store brands, corporate brands, or retailer brands. Private label brands have grown due to offering lower prices than national brands while maintaining quality, providing higher profit margins for retailers, and gaining consumer confidence. In India, private label brands make up 10-12% of organized retail. Their growth is driven by retailers' needs for differentiation and margins as well as independent pricing strategies and brand equity. However, private labels also face challenges like higher inventory and R&D costs and potential damage to a retailer's image if a product fails.
Chapter 4.3 product management
The document discusses various topics related to product marketing including product categories, brand decisions, product features, development and life cycle. It covers brand strategies like mono-branding, multi-branding, brand extensions and co-branding. Product features such as quality, guarantees, service, design and packaging are explained. The importance of quality management and using packaging for communication functions are also summarized.
Unilever: A Brand Story
Unilever is a multinational consumer goods company that was formed in 1929 from the merger of Margarine Unie and Lever Brothers. It owns over 400 brands in food, beverages, personal care, and household care. Unilever uses branding strategies such as brand architecture, brand extensions, brand sustaining, and brand expansion to build and maintain its portfolio of brands. Recommendations for Unilever include continuing its global branding strategy to unify operations and establish a consistent brand image worldwide, as well as addressing social and environmental issues through sustainability initiatives.
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Little Trees
Little Trees aims to increase sales by 10% by partnering with Toyota to promote their eco-friendly credentials. Their campaign will include Toyota vehicles coming with Little Trees and selling them at dealerships, erecting a large "Big Little Tree" sculpture in Central Park to raise awareness, building a social media presence on Facebook, sponsoring college campus cleanups during "Go Green Week", and sponsoring a green awards event. The $2 million budget covers the Toyota partnership for TV ads and materials, constructing and renting space for the Big Little Tree, donations to environmental nonprofits, and the various marketing initiatives.
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Brand extendibility refers to a company's ability to leverage its existing brand equity when introducing products to new customers or markets. There are two main ways companies extend their brands - introducing new products in new categories under the same brand, or targeting new customer segments within the same category. While brand extension can reduce marketing costs, overextension risks diluting the original brand message and associations. The article discusses examples of successful brand extensions by Amazon and P&G, as well as questionable extensions like a beer branded after In-N-Out Burger that prompted a legal response. It concludes that brand extension is an important way to leverage past branding investments when entering new areas.Marketing case study: Nivea
Nivea is a skincare brand owned by Beiersdorf that was originally focused on medical plasters but has expanded globally to over 14 product categories. Between 1991-2001, Nivea saw double-digit annual growth and revenues reached €2.5 billion by 2001. Beiersdorf pursued an umbrella branding strategy to increase brand equity and market penetration by capitalizing on the strong Nivea name across different markets and age groups. This approach aims to reduce costs but can threaten associate brands if not implemented carefully. Nivea has maintained its brand image through natural ingredients and a consistent message appealing to global consumers.
Category AnalysisM
The US auto air freshener market was $450 million in 2013 and grew 8% from 2012. Vent clips and sticks grew the fastest at 18% year-over-year, while paper fresheners still have the overall lead. There is confusion over the market leader as several companies claim to dominate different segments. The market has potential for growth as new entrants like P&G and Bath & Body Works expand offerings. Recommendations include emphasizing American manufacturing, pursuing additional store placements, and tying freshener replacement to other car tasks.
Gap inc
GAP is a brand-builder that aims to express personal style throughout life. Its vision is to solidify its brand and attract new customers online. In 1969, Don and Doris Fisher opened the first GAP store targeting late teens. By the 1970s, GAP introduced private labels to control its supply chain. Today, GAP has over 3,000 stores worldwide and is recognized for its classic clothing. However, GAP faces challenges including decreasing sales and attracting Generation Y customers.
Nivea Marketing Strategy
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Nivea strategy
Nivea is a global skin- and body-care brand owned by German company Beiersdorf. It started in 1911 and now presents 14 product categories in 150 countries. Nivea has market leadership in skin cream, body lotion, facial cleaning, and facial skin care categories in many countries. Beiersdorf extended the Nivea brand to different product categories to increase market share, fulfill customer needs, achieve worldwide uniform appearance, and reduce costs. While umbrella branding provides brand strength and awareness, it also risks diluting the core brand and negatively impacting sales if sub-brands fail.
Brand ppt
This document discusses brands, their importance, and different types of brands. It notes that strong brands help companies achieve global success and customer loyalty. Brands differentiate products and allow companies to command premium prices. The document defines brands and discusses brand equity, image, and extension. It outlines benefits of brands for both sellers and buyers. Two main types of brands are described: manufacturer brands and private/store brands. Family and individual branding strategies are also covered. Finally, the document lists the top three most valuable brands as Coca-Cola, Microsoft, and IBM.
Types of brand
This document discusses branding and brand valuation. It defines what brands are, their importance for differentiation and customer loyalty. Strong brands have high brand equity and positive brand image. The document also discusses types of brands like manufacturers' brands and private labels. It notes Coca-Cola as the most valuable brand according to Interbrand's valuation methodology, which discounts projected brand earnings based on risk factors to determine net present brand value.
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Brand genetic
The document discusses how a brand's "genetic program" established at inception shapes long-term consumer perception and expectations. A brand's first product, communications, and major actions define this program. Straying from the program risks losing loyal customers. While a product's failure does not necessarily harm the brand, recreating the original idea or genetic program is important for reestablishing the brand. The brand program should not be manipulated or modified from what initially attracted buyers.
What are private label brands ?
Private label brands are brands that are developed and owned by retailers and wholesalers rather than manufacturers. Examples include Walmart's "Great Value" brand. Intermediaries create their own private label brands because it allows them to profit from manufacturing deals with excess capacity and to avoid research, advertising, and other costs associated with national brands. Private label brands offer advantages to retailers like more control over pricing, marketing plans, and profits. Demand for private label brands is growing as customers increasingly prefer them as an alternative to national brands. Global studies show that private label brands now make up an average of 15% of the value share in 75% of product categories worldwide.
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The document discusses the brand strategy of Gap. It notes that Gap epitomizes casual American style and positions itself in the mid-level apparel market, offering affordable yet high quality clothing. However, it faces competition from brands like Uniqlo that invest heavily in product research and development. The document suggests some areas Gap could improve like focusing its message and reducing its diverse product offerings that dilute its perceived quality.
Www.academicjournals.org ajbm pdf_pdf2010_feb_beneke
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A global brand is a powerful international brand with a strong and consistent image that represents various brands and business activities under one heading. It embodies the concept of a global village by making people feel at home everywhere and recognize familiar landmarks across cultures. There are five patterns of relationship people can have with global brands - enthusiasts who like the brands, pragmatists who are not concerned with brands' policies, ethics who require brands to have values and transparency, activists who will penalize brands, and resigned critics who are dissatisfied but won't take action. Managing global brands successfully requires understanding these relationship patterns and tracking brand value over time.
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This document outlines a marketing plan for Little Trees car air fresheners. It begins with an analysis of the current situation, including Little Trees' market share leadership position and key competitors. It identifies busy mothers ages 30-45 as the target audience. The goals are to maintain market share leadership and expand sales by appealing to more upscale consumers. Tactics include humor-focused digital, radio, TV, print and outdoor ads targeting mothers' emotions. The budget is $3.5 million, with most allocated to digital and radio. Future strategies propose placing samples by related grocery items and launching an upscale product line.
Global brands vs local brands
The document discusses global brands versus local brands. It defines different types of brands as local, regional, international, and global based on their management and standardization. Global branding presents a bigger challenge than local branding due to the need to appeal to many different cultures and markets. While global brands are often seen as higher quality, local brands have an advantage in some product categories like food and beverages that emphasize national pride and cultural relevance. The document examines Coca-Cola as an example of a global brand that achieved more success by decentralizing decision-making and better tailoring its marketing to local differences and communities.
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Private label brands are owned by retailers rather than manufacturers. They are also known as store brands, corporate brands, or retailer brands. Private label brands have grown due to offering lower prices than national brands while maintaining quality, providing higher profit margins for retailers, and gaining consumer confidence. In India, private label brands make up 10-12% of organized retail. Their growth is driven by retailers' needs for differentiation and margins as well as independent pricing strategies and brand equity. However, private labels also face challenges like higher inventory and R&D costs and potential damage to a retailer's image if a product fails.
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The document discusses various topics related to product marketing including product categories, brand decisions, product features, development and life cycle. It covers brand strategies like mono-branding, multi-branding, brand extensions and co-branding. Product features such as quality, guarantees, service, design and packaging are explained. The importance of quality management and using packaging for communication functions are also summarized.
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Little Trees aims to increase sales by 10% by partnering with Toyota to promote their eco-friendly credentials. Their campaign will include Toyota vehicles coming with Little Trees and selling them at dealerships, erecting a large "Big Little Tree" sculpture in Central Park to raise awareness, building a social media presence on Facebook, sponsoring college campus cleanups during "Go Green Week", and sponsoring a green awards event. The $2 million budget covers the Toyota partnership for TV ads and materials, constructing and renting space for the Big Little Tree, donations to environmental nonprofits, and the various marketing initiatives.
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...
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Brand extendibility refers to a company's ability to leverage its existing brand equity when introducing products to new customers or markets. There are two main ways companies extend their brands - introducing new products in new categories under the same brand, or targeting new customer segments within the same category. While brand extension can reduce marketing costs, overextension risks diluting the original brand message and associations. The article discusses examples of successful brand extensions by Amazon and P&G, as well as questionable extensions like a beer branded after In-N-Out Burger that prompted a legal response. It concludes that brand extension is an important way to leverage past branding investments when entering new areas.Marketing case study: Nivea
Nivea is a skincare brand owned by Beiersdorf that was originally focused on medical plasters but has expanded globally to over 14 product categories. Between 1991-2001, Nivea saw double-digit annual growth and revenues reached €2.5 billion by 2001. Beiersdorf pursued an umbrella branding strategy to increase brand equity and market penetration by capitalizing on the strong Nivea name across different markets and age groups. This approach aims to reduce costs but can threaten associate brands if not implemented carefully. Nivea has maintained its brand image through natural ingredients and a consistent message appealing to global consumers.
Category AnalysisM
The US auto air freshener market was $450 million in 2013 and grew 8% from 2012. Vent clips and sticks grew the fastest at 18% year-over-year, while paper fresheners still have the overall lead. There is confusion over the market leader as several companies claim to dominate different segments. The market has potential for growth as new entrants like P&G and Bath & Body Works expand offerings. Recommendations include emphasizing American manufacturing, pursuing additional store placements, and tying freshener replacement to other car tasks.
Gap inc
GAP is a brand-builder that aims to express personal style throughout life. Its vision is to solidify its brand and attract new customers online. In 1969, Don and Doris Fisher opened the first GAP store targeting late teens. By the 1970s, GAP introduced private labels to control its supply chain. Today, GAP has over 3,000 stores worldwide and is recognized for its classic clothing. However, GAP faces challenges including decreasing sales and attracting Generation Y customers.
Nivea Marketing Strategy
Nivea was established in 1882 by Paul C. Biersdorf as a medical plaster brand, and was named "Nivea" in 1911 to mean snow in Latin. It has since grown into a global skin care brand owned by Beiersdorf, present in over 150 countries with 15% of the global skin care market in 1990. Nivea adopted an umbrella branding strategy, extending its product categories and brand globally to increase brand equity and tap new consumers, though this posed risks of brand dilution if not managed well. The brand's marketing emphasizes mass advertising and appeals to the upper strata through a personality of trust and love while always keeping the brand young and linked to its consumer base.
Nivea strategy
Nivea is a global skin- and body-care brand owned by German company Beiersdorf. It started in 1911 and now presents 14 product categories in 150 countries. Nivea has market leadership in skin cream, body lotion, facial cleaning, and facial skin care categories in many countries. Beiersdorf extended the Nivea brand to different product categories to increase market share, fulfill customer needs, achieve worldwide uniform appearance, and reduce costs. While umbrella branding provides brand strength and awareness, it also risks diluting the core brand and negatively impacting sales if sub-brands fail.
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Brand ppt
This document discusses brands, their importance, and different types of brands. It notes that strong brands help companies achieve global success and customer loyalty. Brands differentiate products and allow companies to command premium prices. The document defines brands and discusses brand equity, image, and extension. It outlines benefits of brands for both sellers and buyers. Two main types of brands are described: manufacturer brands and private/store brands. Family and individual branding strategies are also covered. Finally, the document lists the top three most valuable brands as Coca-Cola, Microsoft, and IBM.
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This document discusses branding and brand valuation. It defines what brands are, their importance for differentiation and customer loyalty. Strong brands have high brand equity and positive brand image. The document also discusses types of brands like manufacturers' brands and private labels. It notes Coca-Cola as the most valuable brand according to Interbrand's valuation methodology, which discounts projected brand earnings based on risk factors to determine net present brand value.
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This document provides an overview of branding concepts including definitions of a brand, reasons for branding, psychology of branding, brand awareness, brand elements, types of brands such as national brands and luxury brands, and branding strategies. It defines a brand as a name, term, design or feature that distinguishes a seller's products. Brands help identify products and protect buyers and sellers. Effective branding can increase sales of associated products. Branding strategies discussed include company branding, individual branding, attitude branding, no-brand branding, destination branding, nation branding, crowd-sourcing branding, multi-branding, premium branding, private branding, and mixed branding.
Brand Architecture
Fitting Your Name into Your Brand Architecture.
Most brands fit into one of these architecture categories:
Independent Brands: These stand-alone brands represent every offering and activity of the organizations they represent. Most small businesses create independent brands for the simple reason that they are easier to build, manage, and market. At the same time, many very large organizations also present all their offerings under a single brand. The Red Cross is a good example.
Master-Brands with Parent Driven Brands: Parent driven brands are closely and very visibly tied to the name and credibility of the top level master brand. For example, a nonprofit organization that host a a well known annual fundraiser probably treat the yearly event as a parent-driven brand of the organization. On a larger sale, GE is a master brand with an array of parent-drive brands including GE Energy, GE Aviation, and GE Profile, all connected to the parent brand by the brand name GE. Apple is a master brand that connects the brands for iTunes, iPod, iPhone, and iPad to the master brand through consistent use of the Apple logo.
Branding
Brands are names, symbols or designs that identify a seller's product or service and distinguish them from competitors. A brand is a valuable intangible asset that creates associations and perceptions for customers. Strong brands simplify customer decisions, build awareness and loyalty, and act as a quality signal. Developing brand equity involves crafting the brand identity, managing customer experiences and associations, and leveraging the brand through marketing activities. Co-branding and strategic brand extensions can help grow brands but must be carefully implemented to avoid damaging either partner brand. Proper brand positioning and ongoing management are needed to keep a brand relevant and differentiated over time.
Myths of Brand Management.
A brand is a name, symbol or design that identifies a product or service and distinguishes it from competitors. Branding has existed since humans first began identifying ownership of goods and animals. A brand promises a unique, consistent quality and service to customers. Building a strong brand provides benefits like increased visibility, loyalty, differentiation and business value. Key aspects of branding include the brand name, logo, slogan, positioning and creating an emotional connection with customers through a memorable brand essence.
Fundamentals of brand building
Branding has evolved over hundreds of years from cattle branding to signify ownership to a key business concept in the modern world. A brand provides differentiation for a product or service and is not just a logo or slogan but involves leveraging functional and emotional attributes to build equity. There are various types of brands including corporate, product, service, and cause brands. An effective brand building process involves assessing the brand, crafting a promise and blueprint, culturalizing the brand internally, and leveraging the brand for advantage.
Brand
1. A brand is a distinguishing symbol such as a name, logo, or design that identifies a company's products and differentiates them from competitors. Brands help consumers easily identify products and reduce purchasing risk and decision time.
2. Historically, brands originated to identify the maker or seller of mass produced goods during the Industrial Revolution. Successful brands create lasting impressions that convey messages about quality, prestige, and the type of consumer.
3. Key advantages of branding include helping consumers identify products, reducing risk, facilitating quick decisions, building loyalty, and enhancing company value and competitiveness. Strong brands are authentic, memorable, relevant, and distinctive.
Fundamental of Branding By Khawaja Muhammad Nasir
This document provides an overview of fundamentals of brand building. It begins by tracing the origins of branding back to cattle owners stamping their livestock hundreds of years ago. It then discusses how branding expanded with the industrial revolution. The document defines what a brand is, noting it is a singular concept owned in a prospect's mind that differentiates a product. It lists several types of brands and explains concepts like corporate branding versus individual product branding. The document also outlines a five step brand building process including assessment, defining the brand promise, creating a brand blueprint, culturalizing the brand internally, and leveraging the brand. It provides examples throughout to illustrate branding strategies and concepts.
brand
A brand is a name, symbol or design that identifies a seller's products and differentiates them from competitors. There are four key branding decisions: brand positioning, brand name selection, brand sponsorship, and brand development. Brand positioning involves establishing how the brand will be perceived in customers' minds based on attributes, benefits or beliefs. The brand name should be memorable, distinctive and suggest the brand's benefits. A brand can be the manufacturer's, a private label, licensed or co-branded. Brand development grows brands through line extensions, extensions to new categories, or launching multiple brands to target different segments.
Branding decisions
This document discusses major branding decisions companies must make. It identifies four key decisions: 1) brand positioning on attributes vs benefits, 2) brand name selection which is important but difficult, 3) brand sponsorship such as manufacturer brands, private labels, licensed brands, or co-branding, 4) brand development including line extensions, brand extensions, multiple brands, or new brands. Making the right choices across these interrelated branding decisions is important for building strong brands.
Brand Management Marketing Management.pptx
Brands can be considered at four levels - generic, expected, augmented, and potential. As brands evolve through these levels, creativity plays an important role in helping the brand reach its full potential. Selecting an effective brand name requires considering criteria like being easy to say/recall, indicating benefits, and being distinctive. Modern branding faces challenges like savvy customers and increased competition/costs, but also opportunities to build loyalty through environmental responsibility.
Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Introducing & naming products & brand extensions chapter 12 by Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (15th May 2014)
Brand Decisions
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
BM Unit - 1.pptx
This document provides an overview of key concepts in brand management including definitions of brands, the elements and functions of brands, and different types of brands. It discusses that a brand identifies the goods or services of one seller and differentiates them from others. Brands have physical and intangible elements like names, logos, graphics, and personalities. Brands serve identification, practical, guarantee, optimization, continuity, and characterization functions for buyers and sellers. The document also outlines different types of brands like personal, individual, and family brands as well as co-branding strategies between companies.
Introduction to branding - Basics of advertising
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Marketing ppt
The document discusses branding and brand strategy. It provides definitions of branding, explaining that branding goes beyond just a company's name or logo and encompasses a company's entire identity and customer experience. It also discusses elements of strong brands, benefits of global versus local brands, and strategies for brand positioning, name selection, sponsorship, and development through line extensions, brand extensions, etc. Examples provided include branding strategies of well-known brands like Allen Solly and Levi's.
brandingg
A brand is defined as a name, term, sign, or symbol that identifies the maker or seller of a product. It consists of features like the brand name, logo, and slogan that make up the product's image. Branding helps differentiate a company from its competitors. Customers often develop relationships with brands they trust and continue purchasing from. Brand equity refers to the value of the brand, which is difficult to quantify but relates to consumer awareness and loyalty. When managing a brand, companies can employ strategies like line extensions, brand extensions, multi-branding, and launching new brands to increase brand value.
branding
A brand is defined as a name, term, sign, or symbol that identifies the maker or seller of a product. It consists of features like the brand name, logo, and slogan that make up the product's image. Branding helps differentiate a company from its competitors. Customers often develop relationships with brands they trust and continue purchasing from. Brand equity refers to the value of the brand, which is difficult to quantify but relates to consumer awareness and loyalty. When managing a brand, companies can employ strategies like line extensions, brand extensions, multi-branding, and launching new brands to increase brand value.
Branding strategy
This document discusses various brand strategy concepts including umbrella branding, flanker branding, line extensions, brand extensions, house of brands, and branded house strategies. It provides details on each strategy, including definitions, examples, advantages, and disadvantages. Umbrella branding uses a single brand name for related products, while flanker brands target new customer segments. Line and brand extensions leverage existing brand equity to expand product offerings. A house of brands uses separate brand names, while a branded house markets all products under a single brand name.
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Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
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Unlock the full potential of the MECE (Mutually Exclusive, Collectively Exhaustive) Principle with this comprehensive PowerPoint deck. Designed to enhance your analytical skills and strategic decision-making, this presentation guides you through the fundamental concepts, advanced techniques, and practical applications of the MECE framework, ensuring you can apply it effectively in various business contexts.
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