Brand
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This document provides an overview of branding concepts including the definition of a brand, types of brands, brand equity, and brand positioning. It defines a brand as a name, logo, or symbol that identifies a product or service. The document outlines different types of brands according to ownership (manufacturer, middleman), market area (local, provincial, national, international), number of products (family, product line, individual), and use (fighting, competitive). It also discusses key elements of brand equity including awareness, brand associations, perceived quality, brand loyalty, and proprietary assets. Finally, it notes that brand positioning involves owning a piece of the consumer's mind by positioning the product in their mind.
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- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
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This document discusses various aspects of branding and brand equity. It begins by outlining steps to build a strong brand, including determining the target audience, defining a brand mission statement, researching competitors, and creating a logo and tagline. It then discusses why consumers buy brands and lists features of good brands. The document also covers advantages of branding for marketers and customers, different branding strategies, and components that contribute to brand equity such as brand recognition, awareness, customer experience, and perceived quality.
What is Branding
This document discusses key aspects of branding, including the history and purpose of brands, brand elements like names, logos, and taglines, factors that contribute to brand equity such as awareness, associations, loyalty, and perceived quality, and reasons why companies may change their logo over time. It provides guidance on choosing a good brand name and developing a strong brand identity through visual elements. The document emphasizes that branding is about creating a unique image and positioning in the mind of the consumer in order to drive customer preference and loyalty.
Branding
This document discusses key concepts in branding including brand building, brand architecture, and brand management. It defines branding as differentiating products and building economic value for both consumers and brand owners. The summary is as follows:
1. It discusses the importance of brand building in nurturing a brand into a profitable asset through activities like advertising and creating brand equity.
2. It covers brand architecture approaches like house of brands, endorsed brands, sub-brands, and branded houses.
3. It also discusses brand management strategies such as co-branding, stealth brands, fighting brands, and multi-brand portfolios. The document emphasizes narrowing a brand's focus to strengthen it.
Brand management ppt (1)
Meaning of brand management
Brand attributes
Brand image
Elements of brand
Brand ambassador
About Unilever
Brand strategy
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
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.
Enu global brands 090912
The document discusses strategies for building international brands, including defining brands, understanding customer perspectives, and factors for creating successful global brands. It also covers decisions around product design, branding, and developing brands globally by extending, adapting, or creating new products for international markets. The presentation aims to explain how to establish and grow brands internationally.
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Introduction to the concept of" BRAND" and BRAND MANAGEMENT
Introduction to the concept of" BRAND" and BRAND MANAGEMENT
why choose umbrella for wider marketing of products.
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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1. Quick Promotions through Online
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Benefits Digital Marketing Services at Techvolt software :
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6. Online Maintenance Support
Free Website + Digital Marketing Services
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Coimbatore,Tamilnadu.
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Brand
- 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…
- 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
- 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.
- 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.