This document defines brands and brand management. It discusses how brands differentiate products and provide value to both consumers and firms. Key points include:
1) A brand identifies the goods/services of a seller and differentiates them from competitors. Brands reduce risks and search costs for consumers.
2) Brands are valuable legal assets that can influence consumer behavior and provide sustained revenues for firms.
3) Strong brands result from a clear vision that is relentlessly pursued. Ongoing brand management is needed to maintain brand strength over time.
4) Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
A detailed description about Brand and its management, what is brand how can be brand be important, how can identify brand and its associators, Its advantage and benefits.A detailed meaning of packaging is also explained.
bitten apple symbol of apple brand indicates their is a phone with it making it for telecom industry.
A-Z symbol tells that they deliver a-z item that's for amazon.
baskin robins has 1 flavour so the same is shown in their brand name.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
A detailed description about Brand and its management, what is brand how can be brand be important, how can identify brand and its associators, Its advantage and benefits.A detailed meaning of packaging is also explained.
bitten apple symbol of apple brand indicates their is a phone with it making it for telecom industry.
A-Z symbol tells that they deliver a-z item that's for amazon.
baskin robins has 1 flavour so the same is shown in their brand name.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
This ppt will give u a brief idea about brand equity & it's implication in business and creation of brand.This ppt will also give the basic models of brand equity and idea about it's measurement and how this is being measured.It also give you the idea about the brand and types of brand,positive and negative brand creation.Tracking studies collect information from the consumers on a routine basis over time. Tracking studies employ quantitative study methods.
It provides a basis for decision making
It provides insights to marketing activities
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
This ppt will give u a brief idea about brand equity & it's implication in business and creation of brand.This ppt will also give the basic models of brand equity and idea about it's measurement and how this is being measured.It also give you the idea about the brand and types of brand,positive and negative brand creation.Tracking studies collect information from the consumers on a routine basis over time. Tracking studies employ quantitative study methods.
It provides a basis for decision making
It provides insights to marketing activities
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The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
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Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. 1.2
What is a brand?
• For the American Marketing Association (AMA), a brand is a
“name, term, sign, symbol, or design, or a combination of
them, intended to identify the goods and services of one seller
or group of sellers and to differentiate them from those of
competition.”
• These different components of a brand that identify and
differentiate it are brand elements.
3. 1.3
What is a brand?
Many practicing managers refer to a brand as more than that—
as something that has actually created a certain amount of
awareness, reputation, prominence, and so on in the
marketplace.
We can make a distinction between the AMA definition of a
“brand” with a small b and the industry’s concept of a “Brand”
with a capital b.
4. 1.4
Brands vs. Products
A product is anything we can offer to a market for
attention, acquisition, use, or consumption that might
satisfy a need or want.
A product may be a physical good, a service, a retail
outlet, a person, an organization, a place, or even an
idea.
5. 1.5
Five Levels of Meaning for a
Product
The core benefit level is the fundamental need or want that
consumers satisfy by consuming the product or service.
The generic product level is a basic version of the product
containing only those attributes or characteristics absolutely
necessary for its functioning but with no distinguishing
features. This is basically a stripped-down, no-frills version of
the product that adequately performs the product function.
The expected product level is a set of attributes or
characteristics that buyers normally expect and agree to when
they purchase a product.
The augmented product level includes additional product
attributes, benefits, or related services that distinguish the
product from competitors.
The potential product level includes all the augmentations and
transformations that a product might ultimately undergo in the
future.
6. 1.6
A brand is therefore more than a product, as it
can have dimensions that differentiate it in
some way from other products designed to
satisfy the same need.
7. 1.7
Some brands create competitive advantages
with product performance; other brands create
competitive advantages through non-product-
related means.
8. 1.8
Why do brands matter?
What functions do brands perform that make
them so valuable to marketers?
9. 1.9
Importance of Brands to Consumers
• Identification of the source of the product
• Assignment of responsibility to product maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with product maker
• Symbolic device
• Signal of quality
10. 1.10
Reducing the Risks in Product Decisions
• Consumers may perceive many different types of risks in
buying and consuming a product:
• Functional risk—The product does not perform up to
expectations.
• Physical risk—The product poses a threat to the physical
well-being or health of the user or others.
• Financial risk—The product is not worth the price paid.
• Social risk—The product results in embarrassment from
others.
• Psychological risk—The product affects the mental well-
being of the user.
• Time risk—The failure of the product results in an
opportunity cost of finding another satisfactory product.
11. 1.11
Importance of Brands to Firms
To firms, brands represent enormously
valuable pieces of legal property, capable of
influencing consumer behavior, being bought
and sold, and providing the security of
sustained future revenues.
12. 1.12
Importance of Brands to Firms
Identification to simplify handling or tracing
Legally protecting unique features
Signal of quality level
Endowing products with unique associations
Source of competitive advantage
Source of financial returns
13. 1.13
Can everything be branded?
Ultimately a brand is something that resides in
the minds of consumers.
The key to branding is that consumers perceive
differences among brands in a product
category.
Even commodities can be branded:
Coffee (Maxwell House), bath soap (Ivory), flour
(Gold Medal), beer (Budweiser), salt (Morton),
oatmeal (Quaker), pickles (Vlasic), bananas
(Chiquita), chickens (Perdue), pineapples (Dole),
and even water (Perrier)
14. 1.14
An Example of Branding a Commodity
• De Beers Group added the phrase “A Diamond
Is Forever”
15. 1.15
What is branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
16. 1.16
Source of Brands Strength
• “The real causes of enduring market leadership
are vision and will. Enduring market leaders
have a revolutionary and inspiring vision of
the mass market, and they exhibit an
indomitable will to realize that vision. They
persist under adversity, innovate relentlessly,
commit financial resources, and leverage
assets to realize their vision.”
Gerald J. Tellis and Peter N. Golder, “First to Market, First to
Fail? Real Causes of Enduring Market Leadership,” MIT Sloan
Management Review, 1 January 1996
17. 1.17
Importance of Brand Management
The bottom line is that any brand—no matter
how strong at one point in time—is vulnerable,
and susceptible to poor brand management.
21. 1.21
The Brand Equity Concept
• No common viewpoint on how it should be
conceptualized and measured
• It stresses the importance of brand role in
marketing strategies.
• Brand equity is defined in terms of the
marketing effects uniquely attributable to the
brand.
– Brand equity relates to the fact that different outcomes result
in the marketing of a product or service because of its brand
name, as compared to if the same product or service did not
have that name.
22. 1.22
Strategic Brand Management
• It involves the design and implementation of
marketing programs and activities to build,
measure, and manage brand equity.
• The Strategic Brand Management Process is
defined as involving four main steps:
1. Identifying and establishing brand positioning and values
2. Planning and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity
23. 1.23
Strategic Brand Management Process
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand value chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
Key ConceptsSteps
Grow and sustain
brand equity
Identify and establish
brand positioning and values
Plan and implement
brand marketing programs
Measure and interpret
brand performance
Editor's Notes
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Pho bien thuong hieu = cung ten cho dong san pham (proliferation)