1. Brand Management with Waytokart By Waytokart 2. What is a brand? Waytokart Waytokart 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. Waytokart Intangible attributes- Waytokart Tangible attributes -Waytokart brand comprises of 4. Waytokart Functional benefits- Waytokart Attributes - Waytokart Labelling - Waytokart Packaging - Waytokart Product -Waytokart Tangibles Eg. Waytokart

1. Brand Management with
Waytokart

2. What is a brand?
Waytokart
Waytokart 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. Waytokart brand comprises of
 Waytokart Tangible attributes
 Waytokart Intangible attributes

4. Waytokart Tangibles
Eg. Waytokart
 Waytokart Product
 Waytokart Packaging
 Waytokart Labelling
 Waytokart Attributes
 Waytokart Functional benefits

5. Waytokart Intangibles
Eg. Waytokart
 Waytokart Quality
 Waytokart Emotional benefits
 Waytokart Values
 Waytokart Culture
 Waytokart Image

6. Waytokart Brand Mark
 Waytokart brand mark is the part of the
brand that appears in the form of
symbol, design or distinctive color or
lettering. It is recognized by sight but
cannot be expressed when a person
pronounces the brand name.

7. Waytokart Trade Mark
 Waytokart trademark is a brand that
has been adopted by a seller and given
legal protection. A Trademark for
service is called as ………………

8. Waytokart Reasons for
Branding
 Waytokart Sellers
 Waytokart Helps in promotion
 Waytokart Easily recognized when
displayed
 Waytokart Reduces price comparison
 Waytokart Influences customer loyalty
 Waytokart Differentiate commodities

9. Waytokart Reasons for not
Branding
 Waytokart Two responsibilities come
with brand ownership:
 Waytokart Promoting the brand
 Waytokart Maintaining a consistent quality
of output
Many firms do not brand their products
because they are unable or unwilling to
assume these responsibilities

10. Waytokart Desirable characteristics in
the name of a brand
 Waytokart Suggests something about the product,
particularly its benefits and use e.g….
 Waytokart Be easy to pronounce, spell and
remember e.g.…..
 Waytokart Be distinctive
 Waytokart Be adaptable to additions to the product
line e.g. McDonald vs. Burger King
 Waytokart Be capable of registration and legal
protection. The Lanham Act, 1989

11. Waytokart brand name should
indicate
 Waytokart Product
benefits
 Product quality
 Names easy to
remember,
recognise,
pronounce
 Waytokart Product
category
 Distinctiveness
 Should not indicate
poor meanings in
other markets or
languages

12. Waytokart Product
Counterfeiting
 Waytokart It is the process in which
some unscrupulous manufacturers
engage in product counterfeiting by
placing a highly regarded brand on their
offering, disregarding the basic fact they
do not own the rights of the brand e.g.
…pirated goods

13. Waytokart Brand Identity
Waytokart is the marketer’s
promise to give a set of features,
benefits and services consistently

14. Waytokart Brand Building
Waytokart Involves all the
activities that are necessary to
nurture a brand into a healthy
cash flow stream after launch

15. Waytokart What kind of
activities?
Eg. Waytokart
 Waytokart Product development
 Waytokart Packaging
 Waytokart Advertising
 Waytokart Promotion
 Waytokart Sales and distribution

16. Waytokart Brand Equity
Waytokart When a commodity
becomes a brand, it is said to have
equity. Those advantages which a
Brand enjoys because it is a Brand

17. Waytokart What is brand
equity?
 Waytokart The premium it can
command in the market
 Waytokart Difference between the
perceived value and the intrinsic value

18. Waytokart Types of Brand
Equity
 Waytokart Cost Based
 Historical Cost
 Replacement Cost
 Market Value Method
 Brand Contribution Method
 Waytokart Price Based
 Waytokart Consumer Based

19. Waytokart What happens when
equity increases?
Commodity Brand Power Brands
Presence
+
Personality

20. Waytokart What happens when
brands have high equity?
 Waytokart The company can have more
leverage with the trade
 Waytokart The company can charge a
premium on their product
 Waytokart The company can have more
brand extensions
 Waytokart The company can have
some defense against price competition

21. Waytokart Brand Loyalty Pyramid
1
1
1
?Waytokart Find out on your own

22. Waytokart How does one build
brands?
 Waytokart Distinguishing it from others
– value proposition
 Waytokart Brand promise must match
brand delivery

23. Waytokart The value
proposition
 Waytokart Broad positioning
 Waytokart Specific positioning
 Waytokart Value positioning

24. Waytokart Creating the brand
 Waytokart Choosing a brand name
 Waytokart Develop rich associations
and promises
 Waytokart Managing customer brand
contact to meet and exceed
expectations

25. Waytokart Brand Associations
 Waytokart owned word
 Waytokart Slogans
 Waytokart Colours
 Waytokart Symbols and logos

26. Waytokart Brand Status
Step up
advertising
FAMILIARITY
E
S
T
E
E
M
New Product
Or Product
should be phased out
Cash Cow.Need to
Sustain brand
building activities
Troubled brand
Product upgradation
required

27. Waytokart Brand ambassadors
 Waytokart Giving a face and personality
to the brand that is expected to be
rubbed off from the brand ambassador

28. Waytokart Brand Pitfalls
 Waytokart Brand experience must
match brand image
 Waytokart Calls for managing every
brand contact

29. Waytokart
 www.waytokart.com