Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
BRAND
• A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
Brand Personality
• When a brand image or brand identity is expressed in terms of human traits, it is called brand personality.
• Brand personality is the way a brand speaks and behaves.
• Assigning human personality traits/characteristics to a brand so as to achieve differentiation.
• These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
BRAND
• A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
Brand Personality
• When a brand image or brand identity is expressed in terms of human traits, it is called brand personality.
• Brand personality is the way a brand speaks and behaves.
• Assigning human personality traits/characteristics to a brand so as to achieve differentiation.
• These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Pure Gravy is an insights-based brand strategy consulting firm. We help clients solve strategic business and brand issues by leveraging a range of proven tools and frameworks. Learn more about what we do and how we do it.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
This presentation provides an introduction to brand valuation and, among other things, discusses some of the more prominent methodologies and why they produce such different results. The presentation looks at the importance of brand valuation but also highlights the criticism of the current methodologies. I am retiring this presentation from my lecture series and in future will integrate brand valuation into a broader presentation on brand measurement.
2. What is Brand?
a name given to a product or service
www.cogsci.princeton.edu/cgi-bin/webwn
a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?"
www.cogsci.princeton.edu/cgi-bin/webwn
A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and
emotional trigger to create a relationship between consumers and the product/service.
www.allaboutbranding.com/index.lasso
A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products.
www.healthadvantage-hmo.com/customer_service/terms.asp
a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer.
www.abc.net.au/eightdays/glossary/default.htm
Product identification by word, name, symbol, design, or a combination of these.
www.fluidcommunications.biz/marketing/marketing_definitions.htm
A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.
"Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a
business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands
offer customers a means to choose and enable recognition within cluttered markets.
www.hidp.org/programmer/glossary.html
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.shapetomorrow.com/resources/b.html
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269
users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm
A name, number, term, sign, symbol, design or combination of these elements that an organization uses to identify one or more products.
www.bcbstx.com/glossary/
A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor.
www.powerhomebiz.com/Glossary/glossary-B.htm
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term
for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller.
www.pdmamn.org/NPD%20Glossary.htm
That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the
fundamental differentiating device for all products. (Ch. 5, 6)
3. “I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now - What was it you wanted to sell me?”
McGraw-Hill Magazine Ad
4. What is a brand?
Strawman: A collectively held idea of a
company by its customers in
reaction to the messages the
company sends via advertising,
product design and public
relations.
5. What is Brand Identity?
Brand Identity is the unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations
represent what the brand stands for and imply
a promise to customers for the organization
members.
6. Aspects of Brand
• BRAND IMAGE
– How the brand is now perceived
• BRAND IDENTITY
– How strategists want the brand to be perceived
• BRAND POSITION
– The part of the brand identity and value proposition to
be actively communicated to a target audience
10. THE BRAND IMAGE TRAP
• Brand image is how customers and others
perceive the brand
• The brand image trap is that it lets the
customer dictate what you are
• Customer orientation gone amuck
• Creating a brand identity is more than
finding out what customers say they want.
11. Who’s the doctor?
“A brand identity is to brand strategy what
"strategic intent" is to a business strategy. Strategic
intent involves an obsession with winning, real
innovation, stretching the current strategy, and a
forward-looking, dynamic perspective; it is very
different from accepting or even refining past
strategy. Similarly, a brand identity should not
accept existing perceptions, but instead should be
willing to consider creating changes.
12. External Perspective Trap
"What does your brand stand for?"
"Achieving a 10 percent increase in sales"
Strategy has to look in, not just out.
Too busy marketing to live up to brand.
13. The Product Attribution Trap
Most Common trap
A brand is more than product
• Brand Users (the Charlie • Symbols (The stagecoach
woman) represents Wells Fargo)
• Country of Origin (Audi has • Brand-Customer relationship
German craftsmanship) (Gateway is a friend)
• Organizational Associations • Emotional benefits (Saturn
(3M is innovative company) users feel pride in building a
• Brand Personality (Yahoo is US built car)
fun and irreverent) • Self-Expressive benefits (Nike
users are strong)
15. More than a Product
BRAND
Organizational
Associations Brand Personality
Symbols
PRODUCT
Country of Scope
Origin Attributes
Quality
Uses Brand-customer
Relationships
User Imagery
Emotional
Self-Expressive Benefits
Benfits
16. Limitations of Product-Attribute
Identities
• Fail to Differentiate
• Are easy to copy
• Assume a Rational Customer
• Limit Brand Extension Strategies
• Reduce Strategic Flexibility
Think of Search
18. Breaking Out of Traps
• Brand-as-product that includes user
imagery and and/or country of origin
• Brand Identify based on perspectives of
brand organization, a person and a
symbol as well as a product
• A value proposition that includes
emotional and self expressive benefits as
well as functional benefits
• The ability of a brand to provide
credibility as well as a value proposition
• The Internal as well as external role of
the brand identity
• Brand Characteristics broader than brand
positions
19. Brand Identity Planning
Extended
core
Brand As Product Brand as Brand As Brand As
Organization Person Symbol
2. Product Scope
2. Organizational 2. Personality 2. Visual
3. Product
Attributes Imagery and
Attributes 3. Brand-
metaphors
3. Local vs. customer
4. Quality/Value
Global relationship 3. Brand
5. Uses Hreritage
6. Users
7. Country