Brand Management Pptsam1
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1) Brand knowledge is created through brand awareness and brand image in the mind of the consumer. It includes components like awareness of the brand and the image associated with the brand. 2) Brand awareness is how well known a brand is to the target audience and is necessary for higher sales. Brand image is the complete set of thoughts about a company or product formed through communication and experiences. 3) Brand image is reinforced through marketing communications like packaging, advertising, promotions, customer service, and word of mouth. Brand structure explains how a product is applied and includes brand architecture models like corporate dominant, product dominant, and hybrid branding.
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Brand, Meaning of Brand, Definition of Brand, Evolution of Brand, Nature of Brand, Levels of Brand, Types of Brand , Functions of Brand, Brand Management,
Branding challenges and opportunities
The document discusses several challenges and opportunities related to branding. It outlines 6 key challenges: 1) a shift from long-term strategy to short-term tactics, 2) a shift from advertising to promotions, 3) the growth of online shopping, 4) opportunities from new technologies, 5) more sophisticated buyers, and 6) the growth of corporate branding. It also discusses the importance of branding and maintaining key branding concepts like a clear brand promise, defining brand attributes, and establishing a brand personality. Strong brands build loyalty by consistently meeting customer expectations.
Downloads abc 2006 - presentation downloads-brand advertising
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
Brand advertising
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
Brand advertising
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
Brand Management Unit 3
This document discusses several key aspects of brand management including brand loyalty, brand equity, the role of the brand manager, and the relationship between various business functions like marketing, finance, and R&D. It provides details on developing brand loyalty through loyalty programs, the importance and advantages of brand loyalty, levels of brand loyalty, and factors that influence loyalty. It also explains the meaning and components of brand equity and how to build equity. The roles and responsibilities of the brand manager are outlined along with best practices. Finally, it covers the purpose and process of conducting a brand audit to assess brand positioning and effectiveness.
Brand Presentation 10 22
The document discusses brands and branding. It defines a brand as a set of associations in people's minds based on ideas that are different, relevant and simple. A brand consists of its mission, vision, promise, positioning, personality, identity and system. The branding process involves developing a point of difference, verifying target market relevancy, determining audience size, establishing a presence in the marketplace, and creating a name. Building a brand also requires developing consistent elements and experiences across all touchpoints.
Brand management unit 1
This document discusses key concepts in brand management including:
- The meaning of brands, branding, and brand management and their importance to consumers and firms.
- The difference between products and brands and how brands add value.
- The strategic brand management process and customer-based brand equity (CBBE) model.
- Sources of brand equity like brand awareness, loyalty, perceived quality, and associations.
- The importance and basis of brand positioning in differentiating a brand and creating demand.
Building a brand
A guide to building a brand for small businesses. For a FREE downloadable version please visit www.incrementa.co.uk
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The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
What is brand marketing and why is essential for business
Upgrade your business with digital marketing, First DigiAdd is the best business promoter on Digital Media
Najih suraya creating brand equity
This document discusses creating brand equity. It defines a brand and brand equity, and explains that brand equity is built through branding activities that endow products with meaning and differentiate them from competitors. Brand equity is measured using various models that assess brand knowledge, perceptions, preferences and behavior. Managing brand equity involves reinforcing brand associations through integrated marketing activities and ensuring internal branding. Choosing brand elements, extensions, and architecture are important strategic decisions for building brand equity over time.
Branding In A New Economy
The document discusses the importance of brands, especially in a down economy. It emphasizes that brands should be thought of as networks rather than linear systems, with both companies and consumers contributing to the brand experience. It recommends that companies focus on building emotional connections with consumers by better understanding them, engaging them in product development and marketing, and telling stories that create emotional responses. Companies should leverage current economic uncertainty as an opportunity to think differently and partner with consumers rather than rely on traditional top-down approaches.
Branding explanation powerpoint
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and being consistent in your branding actions over time. Some key points made are that customers buy based on emotion and branding must create an emotional connection, your brand encompasses organizational elements like your logo but is more than just these tangible aspects, and your brand strategy should come from understanding customer and competitive insights. The document provides guidance on assessing elements like your brand personality and promise to appeal to your target audience.
Brand Management Module 3 notes
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Brand management with respective of Cabury
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
Branding and Marketing
Sk. Saifur Rahman has held several editorial and reporting positions at newspapers and magazines in Bangladesh, including as Executive Editor of Canvas, a Bangla lifestyle magazine focused on fashion and beauty. His past roles include being in charge of the international desk at RTV and a staff reporter at National Television Limited-RTV. He has also worked as a news adviser and fashion editor for different publications.
Branding and communication
Sk. Saifur Rahman has held several editorial positions at magazines and newspapers in Bangladesh, including his current role as Executive Editor of Canvas, a Bangla lifestyle magazine focused on fashion and beauty. His past experience includes being in charge of the international desk at RTV television and working as a staff reporter and news adviser at other publications.
Similar to Brand Management Pptsam1 (20)
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
What is brand marketing and why is essential for business
What is brand marketing and why is essential for business
Brand Management Pptsam1
- 1. Brand Management Samarpan kole
- 4. Brand image
- 6. Brand Knowledge An ability to create a perception or an image about the brand in the consumer's mind. It is a summation of Brand awareness & Brand Image Brand Knowledge’s components Brand Awareness Brand Image
- 7. Brand Awareness The measure of how well people in your target audience are aware of your brand. It is necessary step in making brand equity It is a an important way of promoting commodity based product . Higher brand awareness = Higher sales among the competitors. e.g. Soft Drink industry
- 9. A sufficient condition for choice in low-involvement decision settings.
- 11. Brand Image
- 12. How Brand Image is reinforced? Brand image can be reinforced by brand communication such as: 1). Packaging 2). Advertising 3). Promotion 4). Customer service 5). Word of mouth 6). Brand experience
- 13. Brand Structure Brand structure is a structure of a brand which explain the application of a product. e.g.
- 14. Brand Architecture It is a relationship between the mother brand and the subsidiary brands. e.g.- NESTLE There are three types of brand structure are used by Nestle. Corporate dominant branding. Product dominant branding . Hybrid branding.
- 15. Source of information www.google.com www.Nestle.com
- 16. Thank you