Types of Brands
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In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
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Generic Brands
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
Intro to Branding & Brand management - Elkottab
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
Brands ppt
This document provides an overview of branding concepts including definitions of a brand, reasons for branding, psychology of branding, brand awareness, brand elements, types of brands such as national brands and luxury brands, and branding strategies. It defines a brand as a name, term, design or feature that distinguishes a seller's products. Brands help identify products and protect buyers and sellers. Effective branding can increase sales of associated products. Branding strategies discussed include company branding, individual branding, attitude branding, no-brand branding, destination branding, nation branding, crowd-sourcing branding, multi-branding, premium branding, private branding, and mixed branding.
Brand & brand strategy
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
Brand Management Process
The document discusses various concepts related to branding including understanding branding, brand building, brand attributes, brand management strategies, and brand architecture. It provides information on topics like developing a brand name, logo, colors, essence/promise, co-branding, stealth branding, fighting brands, multi-branding, and different models of brand architecture like house of brands, endorsed brands, sub-brands, and branded house.
brand
A brand is a name, symbol or design that identifies a seller's products and differentiates them from competitors. There are four key branding decisions: brand positioning, brand name selection, brand sponsorship, and brand development. Brand positioning involves establishing how the brand will be perceived in customers' minds based on attributes, benefits or beliefs. The brand name should be memorable, distinctive and suggest the brand's benefits. A brand can be the manufacturer's, a private label, licensed or co-branded. Brand development grows brands through line extensions, extensions to new categories, or launching multiple brands to target different segments.
Brand equitymod
The document discusses brand equity and how it provides value to both customers and firms. It defines brand equity as a set of brand assets and liabilities linked to a brand's name and symbol that can add or subtract value. The five main categories of assets/liabilities that underlie brand equity are brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Maintaining high brand equity provides strategic benefits like reduced marketing costs and increased customer loyalty.
branding strategies & brand myopia
This document discusses various branding strategies and the concept of brand myopia. It defines different types of branding strategies such as individual name branding, blanket family name branding, umbrella branding, separate family name branding, corporate name combined branding, co-branding, and multiple branding. It then explains each strategy in 1-2 sentences. The document concludes by defining brand myopia as overdependence on brands without considering long-term perspectives or customer needs, which can lead companies to rely on the same branding strategies without innovation.
Recommended
Generic Brands
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
Intro to Branding & Brand management - Elkottab
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
Brands ppt
This document provides an overview of branding concepts including definitions of a brand, reasons for branding, psychology of branding, brand awareness, brand elements, types of brands such as national brands and luxury brands, and branding strategies. It defines a brand as a name, term, design or feature that distinguishes a seller's products. Brands help identify products and protect buyers and sellers. Effective branding can increase sales of associated products. Branding strategies discussed include company branding, individual branding, attitude branding, no-brand branding, destination branding, nation branding, crowd-sourcing branding, multi-branding, premium branding, private branding, and mixed branding.
Brand & brand strategy
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
Brand Management Process
The document discusses various concepts related to branding including understanding branding, brand building, brand attributes, brand management strategies, and brand architecture. It provides information on topics like developing a brand name, logo, colors, essence/promise, co-branding, stealth branding, fighting brands, multi-branding, and different models of brand architecture like house of brands, endorsed brands, sub-brands, and branded house.
brand
A brand is a name, symbol or design that identifies a seller's products and differentiates them from competitors. There are four key branding decisions: brand positioning, brand name selection, brand sponsorship, and brand development. Brand positioning involves establishing how the brand will be perceived in customers' minds based on attributes, benefits or beliefs. The brand name should be memorable, distinctive and suggest the brand's benefits. A brand can be the manufacturer's, a private label, licensed or co-branded. Brand development grows brands through line extensions, extensions to new categories, or launching multiple brands to target different segments.
Brand equitymod
The document discusses brand equity and how it provides value to both customers and firms. It defines brand equity as a set of brand assets and liabilities linked to a brand's name and symbol that can add or subtract value. The five main categories of assets/liabilities that underlie brand equity are brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Maintaining high brand equity provides strategic benefits like reduced marketing costs and increased customer loyalty.
branding strategies & brand myopia
This document discusses various branding strategies and the concept of brand myopia. It defines different types of branding strategies such as individual name branding, blanket family name branding, umbrella branding, separate family name branding, corporate name combined branding, co-branding, and multiple branding. It then explains each strategy in 1-2 sentences. The document concludes by defining brand myopia as overdependence on brands without considering long-term perspectives or customer needs, which can lead companies to rely on the same branding strategies without innovation.
Brand Elements
This document discusses options and criteria for choosing effective brand elements to build brand equity. It outlines several brand element options including brand names, logos/symbols, characters/celebrity endorsements, slogans, jingles, and packaging. For each element, the document provides guidelines for effective use, examples of well-known brands, and considerations for designing, updating, or changing the element over time. The overall message is that choosing the right combination of distinct brand elements can help enhance brand awareness, associations, and positive consumer perceptions and feelings toward the brand.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
Session 1, introduction to branding 2013 2014
This document provides an introduction to branding concepts through a university course outline. It discusses why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Brands help create awareness, knowledge, image, attitude, preference, loyalty and advocacy. The document outlines the course topics on branding management, equity, strategy, research and international aspects. It emphasizes that brands tell stories, have life cycles, personalities, responsibilities and theoretical frameworks. Finally, it discusses how branding becomes more important in entertainment due to increasing choices, commoditization, differentiation needs, and the ability of strong brands to focus employees and build communities.
Branding Made Easy
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
brand Unit 1
The document provides an introduction to the concept of brand management. It defines a brand according to the American Marketing Association as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It then discusses the meaning and evolution of brands, explaining that branding has been used for centuries to distinguish goods. The document outlines the role and advantages of brands for both consumers and manufacturers. It distinguishes between products and brands, noting that brands can have additional associations beyond core product attributes. Finally, it introduces the strategic brand management process, which involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity over time.
Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
While owning a trademark protects a brand name, it does not guarantee exclusivity of use of that name. Many companies own similar brand names, called "brand twins", even if they operate in different product categories. This can cause confusion for consumers and difficulties for companies in positioning themselves. Examples given include Domino's Pizza and Domino Sugar, Amul dairy and Amul Macho clothing, Apple electronics and Apple Records, and Finlandia vodka and Finlandia cheese. When similar brand names exist for different products and companies, it creates ambiguity for customers and can negatively impact brand loyalty, recall, and identification. It may also make it harder for companies to gain or maintain their market share.
Keller sbm3 01
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
Brand extensions
The document discusses brand extensions, which is when an established brand name is used to introduce a new product. There are advantages to using brand extensions such as facilitating new product acceptance and reducing risks and costs associated with introducing a new product. However, there are also disadvantages like potentially confusing consumers or failing and hurting the parent brand image. For a brand extension to be successful, it must create similarities and differences compared to the parent brand and category to appeal to consumers. The marketing program for a brand extension must also leverage the parent brand's equity while enhancing the new product.
what is a brand
1. The document discusses the history and concepts of branding from cattle branding in ancient times to the rise of global brands in the 17th century and proliferation of brands in the 20th century with the industrial revolution and modern media and transportation.
2. It examines the concepts of brand equity, value, awareness, loyalty, associations and identity. Strong brands are built through commitment to quality, awareness promotions, fostering loyalty through all times, and strong clear identities.
3. The document warns of four traps in developing brand identity - focusing only on brand image, using brand positioning instead of as part of identity, only having an external perspective, and fixating only on product attributes instead of the full brand. An effective identity
Developing branding strategy
This document discusses strategies for branding new products and developing a branding portfolio. There are three main branding strategies: individual brand names, a corporate umbrella name, or a sub-brand name. A "house of brands" strategy uses individual brands while a "branded house" strategy uses a corporate umbrella name. Brand portfolios include flagship brands, cash cow brands for profitability with low marketing, low-end entry brands, and high-end prestige brands. Brand extensions, like line extensions or category extensions, can improve new product success but risk brand dilution. Developing the right branding strategy is important for introducing new products and building a brand portfolio.
Brand equity
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Branding decision
this ppt is related with branding decision which involve brand name selection, brand positioning and brand extension and various types of brand extension
Brand Equity
Brand equity refers to the value of a brand and is made up of several components: brand loyalty, name awareness, perceived quality, and brand associations. Brand loyalty reflects how likely customers are to continue purchasing a brand even if prices or features change. Higher brand loyalty reduces marketing and distribution costs. Building brand awareness through memorable slogans, logos, and events helps customers recognize and recall a brand more easily. Perceived quality is customers' perception of a brand's quality and ability to fulfill its purpose compared to alternatives. Strong brand associations, like linking McDonald's to Ronald McDonald, help differentiate brands and create positive feelings. Maintaining consistency in associations over time is important.
4. Brand equity
This document discusses brand positioning. It defines brand equity as the added value provided to products and services based on consumers' thoughts, feelings, and actions regarding the brand. The document outlines several models for measuring brand equity and lists key aspects of brand positioning like awareness, image, associations, and loyalty. It emphasizes that an effective brand positioning statement should clearly identify the target audience, compelling benefit, and reason why the brand is superior. The document also covers segmentation, targeting, differentiation strategies, and reasons why repositioning a brand may be necessary.
Product branding
This document discusses product branding strategies. It defines product branding as putting a trademark on a product to identify it uniquely in the marketplace. The objectives of product branding are to identify product characteristics, build product lines, make better brand decisions, and use packaging and labeling as marketing tools. Some advantages of product branding are high profit margins, long-term emphasis, and quality products, while disadvantages include high costs, responsibilities, and risk of brand failure. Principles of effective product branding include simplicity, consistency, distinctiveness, and creativity. The document also provides tips for increasing brand awareness such as advertising, promoting online, prominent branding, prime retail shelf space, and billboards.
Introduction to branding - Basics of advertising
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Chap 2, customer based brand equity
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer response to the marketing of that brand.
2. There are three key ingredients to brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Strong brand equity is created by ensuring brand identification, establishing brand meaning, and eliciting proper consumer responses and loyalty.
private brand
Private branding involves a retailer exclusively contracting a manufacturer to produce products that are then sold under the retailer's own brand name at lower prices than name brands. Private brands provide benefits like greater control over quality and marketing, higher profit margins, creating a unique retail image, and improving customer loyalty through exclusive products. Retailers like Walmart, Target, and Costco benefit from increased private labeling, while name brand companies like Coca-Cola, PepsiCo, and P&G benefit when private labeling decreases. Private brands face challenges in establishing brand recognition and competing with the marketing power of established name brands.
Branding
Brands are names, symbols or designs that identify a seller's product or service and distinguish them from competitors. A brand is a valuable intangible asset that creates associations and perceptions for customers. Strong brands simplify customer decisions, build awareness and loyalty, and act as a quality signal. Developing brand equity involves crafting the brand identity, managing customer experiences and associations, and leveraging the brand through marketing activities. Co-branding and strategic brand extensions can help grow brands but must be carefully implemented to avoid damaging either partner brand. Proper brand positioning and ongoing management are needed to keep a brand relevant and differentiated over time.
Brand ppt
A brand is a name, symbol or design that identifies a company's products and differentiates them from competitors. It creates an emotional connection with customers. Developing a strong brand identity involves defining key brand elements like the name, promise, personality and visual style. Building a brand takes careful planning and consistency across all communications to create memorable and positive associations over time.
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.
Types of brands
This document discusses different types of brands, including product brands, service brands, and other categories such as e-brands, media brands, nation brands, and organization brands. It provides characteristics and examples for each brand type. The key differences between brands relate to factors such as how the product/service is purchased and used, the frequency of purchase, the amount of research involved, and the ability to customize. All brands aim to enhance perceived value. Global brands in particular must think globally but act locally to be successful.
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Brand Elements
This document discusses options and criteria for choosing effective brand elements to build brand equity. It outlines several brand element options including brand names, logos/symbols, characters/celebrity endorsements, slogans, jingles, and packaging. For each element, the document provides guidelines for effective use, examples of well-known brands, and considerations for designing, updating, or changing the element over time. The overall message is that choosing the right combination of distinct brand elements can help enhance brand awareness, associations, and positive consumer perceptions and feelings toward the brand.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
Session 1, introduction to branding 2013 2014
This document provides an introduction to branding concepts through a university course outline. It discusses why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Brands help create awareness, knowledge, image, attitude, preference, loyalty and advocacy. The document outlines the course topics on branding management, equity, strategy, research and international aspects. It emphasizes that brands tell stories, have life cycles, personalities, responsibilities and theoretical frameworks. Finally, it discusses how branding becomes more important in entertainment due to increasing choices, commoditization, differentiation needs, and the ability of strong brands to focus employees and build communities.
Branding Made Easy
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
brand Unit 1
The document provides an introduction to the concept of brand management. It defines a brand according to the American Marketing Association as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It then discusses the meaning and evolution of brands, explaining that branding has been used for centuries to distinguish goods. The document outlines the role and advantages of brands for both consumers and manufacturers. It distinguishes between products and brands, noting that brands can have additional associations beyond core product attributes. Finally, it introduces the strategic brand management process, which involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity over time.
Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
While owning a trademark protects a brand name, it does not guarantee exclusivity of use of that name. Many companies own similar brand names, called "brand twins", even if they operate in different product categories. This can cause confusion for consumers and difficulties for companies in positioning themselves. Examples given include Domino's Pizza and Domino Sugar, Amul dairy and Amul Macho clothing, Apple electronics and Apple Records, and Finlandia vodka and Finlandia cheese. When similar brand names exist for different products and companies, it creates ambiguity for customers and can negatively impact brand loyalty, recall, and identification. It may also make it harder for companies to gain or maintain their market share.
Keller sbm3 01
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
Brand extensions
The document discusses brand extensions, which is when an established brand name is used to introduce a new product. There are advantages to using brand extensions such as facilitating new product acceptance and reducing risks and costs associated with introducing a new product. However, there are also disadvantages like potentially confusing consumers or failing and hurting the parent brand image. For a brand extension to be successful, it must create similarities and differences compared to the parent brand and category to appeal to consumers. The marketing program for a brand extension must also leverage the parent brand's equity while enhancing the new product.
what is a brand
1. The document discusses the history and concepts of branding from cattle branding in ancient times to the rise of global brands in the 17th century and proliferation of brands in the 20th century with the industrial revolution and modern media and transportation.
2. It examines the concepts of brand equity, value, awareness, loyalty, associations and identity. Strong brands are built through commitment to quality, awareness promotions, fostering loyalty through all times, and strong clear identities.
3. The document warns of four traps in developing brand identity - focusing only on brand image, using brand positioning instead of as part of identity, only having an external perspective, and fixating only on product attributes instead of the full brand. An effective identity
Developing branding strategy
This document discusses strategies for branding new products and developing a branding portfolio. There are three main branding strategies: individual brand names, a corporate umbrella name, or a sub-brand name. A "house of brands" strategy uses individual brands while a "branded house" strategy uses a corporate umbrella name. Brand portfolios include flagship brands, cash cow brands for profitability with low marketing, low-end entry brands, and high-end prestige brands. Brand extensions, like line extensions or category extensions, can improve new product success but risk brand dilution. Developing the right branding strategy is important for introducing new products and building a brand portfolio.
Brand equity
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Branding decision
this ppt is related with branding decision which involve brand name selection, brand positioning and brand extension and various types of brand extension
Brand Equity
Brand equity refers to the value of a brand and is made up of several components: brand loyalty, name awareness, perceived quality, and brand associations. Brand loyalty reflects how likely customers are to continue purchasing a brand even if prices or features change. Higher brand loyalty reduces marketing and distribution costs. Building brand awareness through memorable slogans, logos, and events helps customers recognize and recall a brand more easily. Perceived quality is customers' perception of a brand's quality and ability to fulfill its purpose compared to alternatives. Strong brand associations, like linking McDonald's to Ronald McDonald, help differentiate brands and create positive feelings. Maintaining consistency in associations over time is important.
4. Brand equity
This document discusses brand positioning. It defines brand equity as the added value provided to products and services based on consumers' thoughts, feelings, and actions regarding the brand. The document outlines several models for measuring brand equity and lists key aspects of brand positioning like awareness, image, associations, and loyalty. It emphasizes that an effective brand positioning statement should clearly identify the target audience, compelling benefit, and reason why the brand is superior. The document also covers segmentation, targeting, differentiation strategies, and reasons why repositioning a brand may be necessary.
Product branding
This document discusses product branding strategies. It defines product branding as putting a trademark on a product to identify it uniquely in the marketplace. The objectives of product branding are to identify product characteristics, build product lines, make better brand decisions, and use packaging and labeling as marketing tools. Some advantages of product branding are high profit margins, long-term emphasis, and quality products, while disadvantages include high costs, responsibilities, and risk of brand failure. Principles of effective product branding include simplicity, consistency, distinctiveness, and creativity. The document also provides tips for increasing brand awareness such as advertising, promoting online, prominent branding, prime retail shelf space, and billboards.
Introduction to branding - Basics of advertising
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Chap 2, customer based brand equity
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer response to the marketing of that brand.
2. There are three key ingredients to brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Strong brand equity is created by ensuring brand identification, establishing brand meaning, and eliciting proper consumer responses and loyalty.
private brand
Private branding involves a retailer exclusively contracting a manufacturer to produce products that are then sold under the retailer's own brand name at lower prices than name brands. Private brands provide benefits like greater control over quality and marketing, higher profit margins, creating a unique retail image, and improving customer loyalty through exclusive products. Retailers like Walmart, Target, and Costco benefit from increased private labeling, while name brand companies like Coca-Cola, PepsiCo, and P&G benefit when private labeling decreases. Private brands face challenges in establishing brand recognition and competing with the marketing power of established name brands.
Branding
Brands are names, symbols or designs that identify a seller's product or service and distinguish them from competitors. A brand is a valuable intangible asset that creates associations and perceptions for customers. Strong brands simplify customer decisions, build awareness and loyalty, and act as a quality signal. Developing brand equity involves crafting the brand identity, managing customer experiences and associations, and leveraging the brand through marketing activities. Co-branding and strategic brand extensions can help grow brands but must be carefully implemented to avoid damaging either partner brand. Proper brand positioning and ongoing management are needed to keep a brand relevant and differentiated over time.
Brand ppt
A brand is a name, symbol or design that identifies a company's products and differentiates them from competitors. It creates an emotional connection with customers. Developing a strong brand identity involves defining key brand elements like the name, promise, personality and visual style. Building a brand takes careful planning and consistency across all communications to create memorable and positive associations over time.
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Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
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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.
Types of brands
This document discusses different types of brands, including product brands, service brands, and other categories such as e-brands, media brands, nation brands, and organization brands. It provides characteristics and examples for each brand type. The key differences between brands relate to factors such as how the product/service is purchased and used, the frequency of purchase, the amount of research involved, and the ability to customize. All brands aim to enhance perceived value. Global brands in particular must think globally but act locally to be successful.
Branding ppt
This document discusses branding and defines a brand as a combined effort between a company and consumer. It states that brands add emotion and trust to products and services to simplify consumers' choices. Brands help create relationships between brands and consumers to ensure loyalty. They also create aspirational lifestyles that allow brands to charge premium prices. The document discusses various aspects of branding including brand equity, awareness, preference, insistence and association. It notes that strong brands improve perceptions, loyalty, margins and marketing effectiveness.
2. TYPES OF BRANDS
The document discusses different types of brands, including:
- Product brands for fast moving consumer goods (fmcg) and big ticket items, which vary in cost, purchase process, customization options, and research required.
- Service brands, which are more complex to build due to their intangible nature and delivery directly through employees across locations.
- The balance of control a brand owner has over influencing perceptions, which can come from direct marketing, indirect experiences, or outside factors beyond their control.
Brand management ppt
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
The concept of Branding
The document discusses the importance and objectives of branding. Branding identifies products, increases competition, and creates demand in the market. A brand is defined as a name, term, symbol or design that identifies a seller's goods and services and differentiates them from competitors. Main tasks in managing brands include selecting a brand name and logo, differentiating the brand, and positioning it in the market. Providing distribution and promotion support and keeping the brand active are also important. Branding allows control over the market, introduces new items easily, builds brand image, and establishes pricing.
Brand Strategy
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
Classification of brands examples
This document classifies brands into four main categories: 1) According to ownership - manufacturer's brands, distributor's brands, 2) According to geographic coverage - national brands, private brands, 3) According to use by owner - primary brands, secondary brands, 4) According to number of products - individual brands for separate products, family brands that cover multiple related products under one name. Examples are provided for each category of brand classification.
Brand management ppt MBA
This document discusses key concepts in brand management. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Building a brand involves activities to nurture it into a profitable asset, such as product development, advertising, and ensuring delivery matches promises. Strong brands have high equity allowing premium pricing and defense against competition. Managing brand associations, status, ambassadors, and vitality helps build brands, while ensuring all customer experiences match the brand image avoids pitfalls.
presentation of brands
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Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
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Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
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Chapter 5
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Types of Brands
- 1. Chapter 22 • Types Of Brand Ch22 Types of Brands
- 2. Regional Brands • A regional brand is unique to a particular region • Some brand remain regional on account of resources, some on account of very provincial appeal • Local advertising media can be used to build a regional brand Ch22 Types of Brands
- 3. Some local brands Comp Brand Region Achievements Failures any Competes with Sabeen TN vim and Pril. It - a thrives Competes It is Karna- Torino - aerated dead Taka Beverages Now No Cantheri Benga -dine Kolkata Chem Once Popular Longer . on Hair Oil shelves Ch22 Types of Brands
- 4. Attitude Brands • Body shop puts forward human body as an asset • Benetton ads denote an rude attitude • MTV as a brand thought of as one packed with rebelliousness of this generation • These brands jolt the customer who notice of the brand Ch22 Types of Brands
- 5. E-Brand • E-business is growing • Some e-brand are exclusively electronic e.g. Citibank e-card • Some e-brands are used to register e- presence e.g. icicidirect • E-brand will have competition in the same way the real marketplace has Ch22 Types of Brands
- 6. Global brands • The world has become uni-polar • A global brand has world –wide recognitization • E.g. Coke, Pepsi, Gillette, Revlon • Developing global brands is a different ball-game • Building a global brand is a Herculean task Ch22 Types of Brands
- 7. Elements of a Global Brand Product Superiority Global Global Distribution Brand Brand Strategy Building Cost Competitiveness Ch22 Types of Brands
- 8. In-Store Brand • Also known as” Private Label” brands • Private labels should be more consumer-centric • A retailer who chooses to launch private label become marketer, and not merely a seller of products • Private brands can be a no-frill discount product and is perceived as a lower quality product Ch22 Types of Brands
- 9. In-Store Brand- Ac Neilsen Survey • Westside chain of store is heavily dependent (more than 90%) on private labels • Food world is increasing its count of private labels. • Europe has the highest value of shares of private labels at 22 per cent Ch22 Types of Brands
- 10. In-Store Brand- Ac Neilsen Survey • North America is the biggest market for private labels in dollar terms • Product wise, the highest private labels are paper, plastic, and wraps, with a value share of 29 per cent. • Private labels all over the world are economical Ch22 Types of Brands
- 11. Premium Brands • Nike in Reebok in sports shoes • Dove in soaps • Scotch in liquors • Premium is contributed by excellence in quality and features • Its distribution is selective • Life-style positioning make certain ordinary product premium products, e.g. Hero Cycles Ch22 Types of Brands
- 12. Sub-brands • Is a way that falls between creating new brands and stretching the mother brand beyond imagination • Sub –branding is done to 1. Rejuvenate an old brand 2. Meet the needs of the consumers in the same segment e.g. Colgate gel 3. To change the imagery for a new segment Ch22 Types of Brands
- 13. Sub-brands 4. To distinguish product offering within the same product category e.g. Stan chart Classic card 5. To take advantage of an innovation e.g. Sony Wega 6. To upgrade a brand, e.g. Surf to Surf Excel 7. To enter a new product category e.g. Maruti 800 and Zen Ch22 Types of Brands
- 14. Cult Brands • Cult brands have a slow start, but build a steady following over a period of time • Cult brand s give people a chance to belong to something • Cults display an intensity of relationship between the user and the brand itself • A cult, according to the dictionary, is a system of religious beliefs, and a cult brand is built when a set of people revere it almost like a religion • E.g. Harley Davidson is held up as a symbol • Life-style positioning make certain ordinary product premium products, e.g. Hero Cycles Ch22 Types of Brands
- 15. Generic Brand • A brand that becomes generic becomes a product category, and no longer remains a brand • Dalda vanspati had become generic • Xerox has ceased to be a brand , and is used a verb for photocopying process, Xerox ads exhort the customers to copy the document , rather than Xerox it Ch22 Types of Brands
- 16. Summary • Some brand remain regional on account of resources, some on account of very provincial appeal • Benetton ads denote an rude attitude, is an example of attitude brand • A global brand has world –wide recognitization • E.g. Coke, Pepsi, Gillette, Revlon Ch22 Types of Brands
- 17. Summary • Private brands can be a no-frill discount product and is perceived as a lower quality product • Sub brand is a way that falls between creating new brands and stretching the mother brand beyond imagination • Cult brands have a slow start, but build a steady following over a period of time • A brand that becomes generic becomes a product category, and no longer remains a brand Ch22 Types of Brands