This document discusses key concepts in brand management including what a brand is, how it identifies the seller or product, and its tangible and intangible attributes. A brand aims to differentiate a product from competitors and build equity over time through consistent identity, experience, and activities like product development, advertising, and sales. Strong brands develop loyalty and command a premium. Effective packaging and labeling support the brand message and strategy.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND IDENTITY TRAPS
Faculty Name: Vishal Desai
In this presentation, we will understand the concept of brand and its valuation, in details, like, the various attributes of a brand, its benefits, its values and culture. We will also discuss about the various methods of brand valuation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Brand Management - 5 Steps to Effectively Leverage Your BrandOur Kids Media
One of 2016's top marketing trends is Brand Consistency. What is a brand and how can you leverage your school/camp's brand effectively? We unpack the power of having a consistent brand, looking at how people make purchase decisions today, and take you step-by-step through 5 ways (5 D's) to leverage your school's brand.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND IDENTITY TRAPS
Faculty Name: Vishal Desai
In this presentation, we will understand the concept of brand and its valuation, in details, like, the various attributes of a brand, its benefits, its values and culture. We will also discuss about the various methods of brand valuation.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Brand Management - 5 Steps to Effectively Leverage Your BrandOur Kids Media
One of 2016's top marketing trends is Brand Consistency. What is a brand and how can you leverage your school/camp's brand effectively? We unpack the power of having a consistent brand, looking at how people make purchase decisions today, and take you step-by-step through 5 ways (5 D's) to leverage your school's brand.
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
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 10: ORGANIZING FOR BRAND BUILDING
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...Anil Kumar
“Brand equity is described in terms of awareness association (image), attitude (overall quality), attachment (loyalty) and activity (word of mouth).”
-Lehman and Weiner
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
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
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 10: ORGANIZING FOR BRAND BUILDING
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...Anil Kumar
“Brand equity is described in terms of awareness association (image), attitude (overall quality), attachment (loyalty) and activity (word of mouth).”
-Lehman and Weiner
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Part 3 Fundamental Elements of BrandingRachel Quilty
Rachel Quilty, Brand Strategist and Chief Dream-caster at Jump the Q Inc provides a simple overview of the fundamental elements of branding in this presentation
For the consumers, a brand is a product. But for the maker or the seller, a brand is an identifier of its goods and services and a promise of consistently delivering the features/benefits that the consumers desire from the brand
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Marketing (Product Strategy) - Discuss about levels of product, product classification, brand strategies, packaging and labeling of the consumer products.
New Product Development was a 3-day public workshop for managers offered for many years through what is now UW-Madison’s Center for Professional and Executive Development (CPED). Since CPED has modified its mission to focus on leadership and management training, this and other marketing classes have been discontinued. Therefore I am providing this for your individual education.
A version of this presentation with embedded hyperlinks to YouTube videos and other educational sites is available through my website, BrainSnacksCafe.com.
Enjoy!
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.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
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➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
2. What is a brand?
A brand is a name, term, sign,
symbol, design or a combination
of the above to identify the goods
or service of a seller and
differentiate it from the rest of the
competitors
3. What does the brand identify?
Seller/maker
Or
Product
5. Consider this…
Nokia= well built ( attribute)
Why is it important that it is well built?
Well built= reliability (functional benefit)
Why is it that reliability is so important?
Reliability= phone is on all the time and my
friends and family can easily reach me
( emotional benefit)
Why is important that you are reachable all
the time?
I am a responsible person (brand essence)
14. What is brand equity?
The premium it can command in the
market
Difference between the perceived value
and the intrinsic value
15. What happens when equity
increases?
Commodity
Brand
Power Brands
Presence
+
Personality
16. What happens when brands
have high equity?
The company can have more leverage
with the trade
The company can charge a premium on
their product
The company can have more brand
extensions
The company can have some defense
against price competition
17. Most Valuable Global Brands
Coca Cola
Marlboro
$ 36
$ 33
Billion
Billion
Nescafe
Kodak
$ 11
$ 10
Billion
Billion
Microsoft
Budweiser
Kellogg's
Motorola
Gillette
Bacardi
$ 9.8
$ 9.7
$ 9.3
$ 9.2
$ 8.2
$ 7.1
Billion
Billion
Billion
Billion
Billion
Billion
Source: Financial World
18. Brand Loyalty Pyramid
Committed buyer
Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive
23. Generic Name Brand
A brand name over which the original
owner has lost exclusive claim because
all offerings in the associated class of
products have become generally known
by the brand name (usually that of the
first or leading brand in that product
class).
Xerox is the company
“photocopy” is the generic name, Vaseline
24. Considerations in choosing a
brand name
What does the brand name mean?
What associations / performance /
expectations does it evoke ?
What degree of preference does it
create?
25. A brand name should indicate
Product benefits
Product quality
Names easy to
remember,
recognize,
pronounce
Product category
Distinctiveness
Should not indicate
poor meanings in
other markets or
languages
26. Creating the brand
Branding
decision
Brand
No brand
Brand sponsor Brand name
decision
decision
Brand strategy Brand reposition
decision
decision
Line extensions
Individual
Brand
Manufacturer Blanket family
extensions
Repositioning
Distributor
Separate family
Multibrands No positioning
Licensed
Company-individual
New brands
co brands
27. Brand name
Individual: the product
fails or appears to have
low quality the company’s
name or image is not hurt
Blanket family:
development cost is less
Separate family:
Company-individual: Tata
28. Brand strategy
Line extensions: introduction of additional
items in the same product category (coke
regular, diet)
Brand extensions: using brand name for
products in other category ( Honda four
wheeler and two wheeler)
Multibrands: additional brands in the same
product category ( Kelvinator, Electrolux)
New brands: aqua fresh by gsk
31. Brand ambassadors
A brand ambassador is a celebrity or a
well-connected person or any person who is
used to promote and advertise a product or
service.
A company achieves some clear-cut goals by
using a brand ambassador
Giving a face and personality to the brand
that is expected to be rubbed off from the
brand ambassador
32. Brand equity models
Brand asset valuator (BAV), developed
by Young and Rubicam.
Four key components
Differentiation: (distinct)
Relevance: (appeal)
Esteem: (respect)
Knowledge: ( familiarity)
33. Future growth value
Brand strength
(differentiation and
relevance)
Unrealized potential
D R
E
Leadership
K
Unfocused
Eroding
Brand stature (esteem and knowledge)
Current operating value
34. AAKER model
Five categories of brand assets and
liabilities
Brand loyalty
Brand awareness
Perceived quality
Brand associations
Proprietary assets ( trade marks,
patients, etc)
36. Brandz
Model for brand strength
Presence: do I know about it?
Relevance: does it offer me something?
Performance: can it deliver?
Advantage: does it offer me something
better than others?
Bonding : nothing else beats it
37.
38. Brand resonance
Resonance is characterized by the intensity of the
psychological bond that customers have with the brand and
their level of engagement with the brand.
The first level of the pyramid deals with establishing the
identity of the brand.
The second layer of the pyramid deals with giving
meaning to the brand,
Brand performance is the way the product or service
Performance
Imagery
attempts to meet the consumer’s functional needs,
Brand imagery deals with the way in which the brand
Silence
attempts to meet customers’ psychological and social
needs
39. Cont…
Third tier of the pyramid to develop a consumer response to the
brand
brand judgments: Judgments about a brand emerge from a
consumer pulling together different performance and imagery
associations. These judgments combine into a consumer’s
opinion of a brand
brand feelings: are consumers’ emotional responses to the
brand. six brand-building feelings that he regards as important
emotions that a consumer can have towards a brand, namely
warmth, fun, excitement, security, social approval and self-respect
The final tier of the pyramid deals with the consumer’s relationship
with the brand that is brand resonance
40.
41. Brand elements
Are trademarkable devices that serve to identify
and differentiate the brand.
Criteria for choice of elements
Memorable: rin, surf
Meaningful: coke diet
Likeability: aesthetics
Transferable: for other category of products
Adaptable: Barbie
Protectable: law
43. Packaging and labeling
A package is the physical container or
wrapping for a product.
10 percent of a product's retail price is
spent on package development and
design and the package itself.
44. Functions of Packaging
promoting and selling the
product
Facilitate transportation
defining product identity
providing information
meeting customer needs
ensuring safe use
protecting the product
45. Cont…
Promoting and Selling the
Product Customer reaction to a
package and brand name is an
important factor in determining
marketplace success or failure.
Defining Product Identity
Packages can invoke prestige,
convenience, status, or other positive
attributes.
46. Cont…
Providing Information Packages give
directions for product use, information about
contents, guarantees, nutritional information,
and potential hazards.
Meeting Customer Needs Various sizes
meet the needs of different market segments:
family packs meet the needs of larger
families; smaller packages are made for
individuals.
47. Cont…
Ensuring Safe Use Plastic
packaging,
tamper-resistant packaging, and
childproof containers protect customers.
Protecting the Product Packages
protect a product during shipping,
storage, and display, prevent
tampering, and sometimes help prevent
shoplifting of the product.
48. Labeling
A label is an information tag,
wrapper, seal, or imprinted message
that is attached to a product or its
package. A label’s purpose is to:
inform about a product’s contents
and direction for use
protect companies from legal liability
contain a brand name, logo,
ingredients, special promotional
messages, and other useful
information
49. Labeling Laws
Many package labels must meet local,
state, and federal standards to prevent
manufacturers from misleading
consumers.