Brand mgmt ppt- FROM BAJAJ COACHING CLASS ROKTAK
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This document discusses branding concepts including what a brand is, brand equity, and key branding decisions. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the positive effect of a known brand on customer response. Key branding decisions include whether to brand, what the brand name should be (individual, family, or combined with product), brand strategy (line extensions, brand extensions, multiple brands, or co-brands), and potential repositioning over time. The document uses examples like Mercedes, Himalaya, Bajaj, and others to illustrate branding concepts.
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Case studies of brand strategies-India
This document discusses various branding strategies including co-brands, line extensions, brand extensions, multi-brands, and new brands. It provides examples for each strategy. Co-branding occurs when two brands collaborate, such as Nestea which was a collaboration between Coca-Cola and Nestle. Line extensions add new variants or features to an existing brand, while brand extensions enter new product categories with the same brand name, like Airtel entering DTH with Airtel TV. Multi-branding is when a company has multiple brands across categories, and new brands introduce both a new product and brand name, such as ZEE's DISH TV and KIDZEE.
NAMING NEW PRODUCTS & BRAND EXTENSIONS
This document discusses brand extension as a growth strategy for businesses. It defines brand extension as using an established brand name to introduce new products. There are two main categories of brand extension: line extensions, which extend an existing brand into new sizes or flavors within the same product category, and category extensions, which extend the brand into an unrelated product category. The document also outlines some key advantages and disadvantages of pursuing a brand extension strategy.
What are the important brand architecture decisions in developing a branding ...
This document discusses strategies for branding new products, including developing new brand elements, applying existing elements, or combining new and existing elements. It describes brand extensions as using an established brand to introduce a new product. There are line extensions and category extensions. Branding decisions involve choosing between individual, corporate, or sub-brands. Brand portfolios comprise all brands and lines a firm offers, with roles like flankers, cash cows, and prestige brands. Advantages of extensions are improved new product success and positive feedback, while disadvantages are brand dilution and questioning integrity.
Factors influencing successful brand extensions
This document discusses factors that influence the success of brand extensions. It presents four hypotheses: 1) Extensions into more similar categories will be more accepted; 2) Brands with higher reputations will have more favorable extensions; 3) Higher perceived risk of the extension category will lead to more positive evaluations; 4) Consumers' innovativeness will lead to more positive evaluations. The document reports on research testing these hypotheses for fast-moving consumer goods, durable goods, and services brands. Descriptive, bivariate, and multivariate analyses provide support for the hypotheses.
Brand Extensions 09
Brand extensions can help companies introduce new products using existing brand equity. There are two main types of extensions: line extensions that target new segments within a category, and category extensions that enter a new product category. Well-implemented extensions offer advantages like facilitating new product acceptance through familiarity, improving brand image by leveraging associations, and reducing risks and costs compared to new brands. They can also provide feedback benefits to the parent brand.
brand extension
This document discusses brand extension, which is using an established brand name to launch a new product in a different category. It provides examples of successful and unsuccessful brand extensions. Specifically:
- Brand extensions can be line extensions that target new market segments within a category, or category extensions that enter a new product category.
- Successful brand extensions like Fabindia were able to leverage trust in the parent brand while expanding product lines.
- Unsuccessful extensions like Pond's oral care failed because consumers did not associate attributes of the parent brand like fragrance with the new category of toothpaste. Extending too far can damage a brand if the new product is not a good fit.
What are the important brand architecture decisions in developing a branding ...
A firm developing a new product branding strategy has three main choices: creating new brand elements, applying existing brand elements, or combining new and existing elements. There are alternative branding strategies such as individual brand names, a corporate umbrella name, or sub-brands. Brand portfolios include brands that play roles as flankers, cash cows, entry-level, or prestige products. Brand extensions introduce new products under an established brand name as either line extensions within a product category or category extensions to new categories, which can improve odds of success but risk brand dilution.
Brand extension mite
This document discusses brand extension, which is using an existing brand name to promote a new product in a different category. The key difference between a line extension and a brand extension is that a line extension keeps the product category constant, while a brand extension varies the product category. Some advantages of brand extensions include leveraging existing brand equity, increasing awareness of the brand name, boosting profits through multiple product categories, and reducing costs compared to new brand launches. However, brand extensions also carry risks such as damaging the parent brand image if the extension fails or cannibalizing sales of the original product. Appropriate conditions for brand extensions include having strong prior brand equity and a perceived connection between the extension and parent brand.
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This document discusses brand extension as a growth strategy for businesses. It defines brand extension as using an established brand name to introduce new products. There are two main categories of brand extension: line extensions, which extend an existing brand into new sizes or flavors within the same product category, and category extensions, which extend the brand into an unrelated product category. The document also outlines some key advantages and disadvantages of pursuing a brand extension strategy.
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This document discusses strategies for branding new products, including developing new brand elements, applying existing elements, or combining new and existing elements. It describes brand extensions as using an established brand to introduce a new product. There are line extensions and category extensions. Branding decisions involve choosing between individual, corporate, or sub-brands. Brand portfolios comprise all brands and lines a firm offers, with roles like flankers, cash cows, and prestige brands. Advantages of extensions are improved new product success and positive feedback, while disadvantages are brand dilution and questioning integrity.
Factors influencing successful brand extensions
This document discusses factors that influence the success of brand extensions. It presents four hypotheses: 1) Extensions into more similar categories will be more accepted; 2) Brands with higher reputations will have more favorable extensions; 3) Higher perceived risk of the extension category will lead to more positive evaluations; 4) Consumers' innovativeness will lead to more positive evaluations. The document reports on research testing these hypotheses for fast-moving consumer goods, durable goods, and services brands. Descriptive, bivariate, and multivariate analyses provide support for the hypotheses.
Brand Extensions 09
Brand extensions can help companies introduce new products using existing brand equity. There are two main types of extensions: line extensions that target new segments within a category, and category extensions that enter a new product category. Well-implemented extensions offer advantages like facilitating new product acceptance through familiarity, improving brand image by leveraging associations, and reducing risks and costs compared to new brands. They can also provide feedback benefits to the parent brand.
brand extension
This document discusses brand extension, which is using an established brand name to launch a new product in a different category. It provides examples of successful and unsuccessful brand extensions. Specifically:
- Brand extensions can be line extensions that target new market segments within a category, or category extensions that enter a new product category.
- Successful brand extensions like Fabindia were able to leverage trust in the parent brand while expanding product lines.
- Unsuccessful extensions like Pond's oral care failed because consumers did not associate attributes of the parent brand like fragrance with the new category of toothpaste. Extending too far can damage a brand if the new product is not a good fit.
What are the important brand architecture decisions in developing a branding ...
A firm developing a new product branding strategy has three main choices: creating new brand elements, applying existing brand elements, or combining new and existing elements. There are alternative branding strategies such as individual brand names, a corporate umbrella name, or sub-brands. Brand portfolios include brands that play roles as flankers, cash cows, entry-level, or prestige products. Brand extensions introduce new products under an established brand name as either line extensions within a product category or category extensions to new categories, which can improve odds of success but risk brand dilution.
Brand extension mite
This document discusses brand extension, which is using an existing brand name to promote a new product in a different category. The key difference between a line extension and a brand extension is that a line extension keeps the product category constant, while a brand extension varies the product category. Some advantages of brand extensions include leveraging existing brand equity, increasing awareness of the brand name, boosting profits through multiple product categories, and reducing costs compared to new brand launches. However, brand extensions also carry risks such as damaging the parent brand image if the extension fails or cannibalizing sales of the original product. Appropriate conditions for brand extensions include having strong prior brand equity and a perceived connection between the extension and parent brand.
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2. Types of co-branding discussed include ingredient, promotional, innovation-based, composite, and value chain co-branding. Examples of successful and unsuccessful co-branding partnerships are provided.
3. Factors that contribute to co-branding success or failure include how complementary the brands are, scandals involving one of the brands, excessive marketing, and rising competition.
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This document discusses the concept of co-branding, which involves a marketing partnership between two or more brands. It defines co-branding and outlines several forms it can take, such as ingredient co-branding, same-company co-branding, promotional co-branding, and joint venture co-branding. The document also discusses reasons why companies engage in co-branding partnerships, including to create financial and competitive advantages and provide greater value to customers. However, it notes that co-branding partnerships also carry risks such as customer dissatisfaction if one brand experiences problems.
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The document discusses brand extensions and line extensions. It defines brand extensions as applying a popular brand name to a new, unrelated product category, while line extensions refer to new sizes, styles or related products within the same category. The document then provides reasons for brand extensions, such as helping cut costs and rejuvenating the parent brand. It also discusses risks of extensions like dilution of the parent brand equity or cannibalization of the parent product. Lastly, it emphasizes that extensions require understanding consumer perceptions of the parent brand.
20496299 Brand Extension
There are several ways for a firm to grow, including market penetration, market development, product development, and diversification strategies. Brand and line extensions allow firms to leverage existing brand equity by applying the brand name to new products. Brand extensions involve using an existing brand name for a product in a different category, while line extensions use the brand name for new products targeting new market segments within an existing category. Extensions can reduce risks and costs while enhancing brand image, but may also cannibalize parent brand sales or damage the brand image if not executed properly. The extendibility of a brand depends on factors like the brand's level of product differentiation, philosophy, area of expertise, and formula.
Branding decisions
This document outlines key concepts to be learned about branding decisions for a marketing management project. It will cover defining what a brand and branding are, the major branding decisions including positioning, name selection, and development. Branding consists of strategic decisions to differentiate a brand, establish relevance with customers, build brand knowledge and esteem. Proper branding positions the brand in customers' minds based on attributes, benefits or beliefs, and develops brand equity through strong customer perceptions and loyalty over time.
Branding
This document discusses various branding decisions companies must make, including whether to brand a product, the type of brand (manufacturer, distributor, licensed), the branding name strategy (individual, family, company-individual), branding strategies (line extensions, brand extensions, multi-branding, new brands), and branding repositioning decisions (repositioning vs no repositioning). It provides examples for each type of decision.
Brand extension
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Brand and Branding Strategy.pptx
The document discusses brands and branding strategies. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brands can convey six levels of meaning to consumers. When creating a brand identity, decisions must be made regarding the brand name, logo, colors, tagline and symbols. Consumer experiences shape brand perceptions more than advertising. Branding strategies discussed include line extensions, brand extensions, multiple brands under one name, new brands, co-branding, and umbrella brands. Functional and experiential brands are types that rely on product attributes or creating experiences, respectively.
brand management-by ravish roshan,delhi
A brand is a name, symbol or design that identifies a product or service and differentiates it from competitors. Branding provides several advantages including legal protection, building loyalty, and minimizing harm to reputation. Developing a strong brand identity and equity through consistent messaging and meeting customer expectations over time is important. Choosing an effective brand name and developing rich brand associations through symbols, slogans and ambassadors can help create distinctive brands. Managing every customer touchpoint to align with the brand image is crucial for maintaining brand vitality.
Similar to Brand mgmt ppt- FROM BAJAJ COACHING CLASS ROKTAK (20)
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Channel of distribution
This document discusses distribution channels, which provide a way for manufacturers to get products to customers through intermediaries. An effective distribution channel creates a formalized program to sell and service products through a comprehensive network. It is part of a company's business policy and aims to build relationships while ensuring products have wide exposure and customers' needs are satisfied by making products reliably available through a safe and efficient channel.
Channel of distribution
This document discusses distribution channels, which provide a way for manufacturers to get products to customers through intermediaries. An effective distribution channel creates a formalized program to sell and service products through a comprehensive network. It is part of a company's business policy and aims to build relationships while ensuring products have wide exposure and customers' needs are satisfied by making products reliably available through a safe and efficient channel.
Fybaf social audit & carbon credit
The document discusses how the Delhi Metro Rail Corporation in India earned carbon credits by implementing energy efficient technologies on its metro trains. The metro trains used regenerative braking to generate up to 30% energy savings. This allowed Delhi Metro to claim over 20 million rupees worth of Certified Emission Reductions, also known as carbon credits, under the Clean Development Mechanism of the United Nations. The money earned from selling these carbon credits offsets the investment and operational costs of Delhi Metro's network expansion and climate change efforts.
Growth strategies
International Environment
Strategies to go global
This document discusses various internal and external strategies that companies can use to expand their business globally. Internal strategies include intensification through market penetration, market development, and product development. External strategies involve diversification such as horizontal, conglomerate, and vertical diversification. The document also discusses external growth strategies like foreign collaboration, mergers and acquisitions. Multinational corporations and transnational corporations are defined and their features and methods of global expansion are explained.
Growth strategies
International Environment
Strategies to go global
The document discusses various strategies for companies to expand their business globally, including internal and external growth strategies. Internal strategies include intensification through market penetration, market development, and product development. External strategies include diversification, mergers and acquisitions, collaboration, and establishing multinational/transnational corporations through foreign direct investment in multiple countries. MNCs/TNCs help integrate the world economy but can also negatively impact local industries and communities.
Sustainable development
Sustainable development aims to meet human needs while preserving the environment for current and future generations. It involves integrating environmental concerns into business practices, conceptualizing development from a sustainability perspective, and ensuring equity. The key elements of sustainable development are environmental integration, proper perspective, and equity. Achieving sustainability requires considering social, economic, and environmental dimensions.
Brand strategy
Branding provides benefits to both businesses and customers. For businesses, strong brands can provide marketplace power and financial returns as leading brands tend to sell better. For customers, brands make it easy to identify product benefits and differentiate among competitive options. Effective branding can lead to three key outcomes: 1) establishing a clear brand position that emphasizes differences from competitors, 2) developing brand equity which enhances the product's value beyond its functional benefits, and 3) fostering brand loyalty that leads to repeated purchases over time. There are four main branding policies that companies use: individual branding of single products, brand extensions that leverage an existing brand name for new products in the same category, family brands that use one name across multiple unrelated categories, and co-
What is business environment
The document defines and describes business environment. It can be summarized as:
Business environment refers to internal and external factors that influence a business's operations. The internal environment includes factors within a business's control, while the external environment includes uncontrollable social, political, economic, technological, legal, and environmental factors. A business must understand its environment to make rational decisions and adapt to opportunities and threats.
The document then classifies business activities as primary (extracting raw materials), secondary (manufacturing), or tertiary (services). It also outlines the key components of a business's micro environment (suppliers, customers, competitors etc.) and macro environment (economic, political, social/cultural, technological factors
Social audit
This document provides an overview of social audits, including:
- Social audits measure an organization's social and ethical performance by evaluating areas like community service, employee welfare, and environmental impact.
- They help close gaps between goals and reality by incorporating stakeholder voices, especially marginalized groups.
- Social audits are conducted regularly to systematically evaluate social performance and guide improvements in areas like local governance transparency and accountability.
What is business
This document provides an introduction to business environment. It defines business environment as all external factors that influence business operations and discusses its key characteristics. The document also outlines the importance of studying business environment, which includes helping businesses recognize opportunities and threats, ensure optimal resource use, and adapt to changing dynamics in order to achieve stability, growth and survival. Finally, the document briefly mentions different classifications of business environment.
Corporate+governance[1]
Corporate governance is a system that directs and controls management with accountability and integrity to serve shareholders and stakeholders. It encompasses policies, processes, and people. Sound corporate governance relies on external market forces and legislation as well as strong internal policies and board culture. Principles of corporate governance include transparency, board oversight, integrity, and protection of shareholder rights. Institutional investors believe good governance leads to higher returns and better access to financing. Surveys show investors place a premium on well-governed companies.
Educational environment &_biz
The document discusses the historical background of education in India, from ancient systems like Gurukul to the current structure. It outlines the key stages of education in India and the roles of organizations like UGC. Literacy rates have increased but there is still work to be done to achieve 100% literacy. Education is closely tied to business, providing skilled labor and specialists. It impacts business positively by enabling flexibility, innovation, and technology adoption. Business also impacts education by creating more specialized roles and an entrepreneurial culture. Measures are needed to improve standards and keep education relevant to industry needs.
Buisness objectives
Business objectives provide clear direction and goals for an organization. They indicate where the business wants to move in the future. Objectives are broad statements of values that a company aims to achieve over time. Objectives must be specific, measurable, challenging and relate to a specific timeframe. They are important for justifying a business's existence, facilitating planning, defining relationships, motivating achievement, and ensuring uniform operations and appropriate decision making. Objectives are categorized as organic, economic, social, human, and national and consider environmental factors, enterprise resources, individual roles, values, and past objectives.
Marketing plan- NET DOWNLORD
The document provides guidance on how to write an effective marketing plan in 3 stages:
1) Research and planning to understand customers and opportunities.
2) Developing objectives and strategies to exploit opportunities identified in stage 1.
3) Determining actions, measurements, and controls to implement strategies and track success.
The plan should be a written document that provides direction and is referred to throughout the year.
Industrial buying
The document discusses industrial buying behavior and processes. It begins by explaining how industrial buying differs from consumer buying in that it involves the purchase of machinery, materials, and services for organizational use rather than direct consumption. Industrial buying is a complex process that typically involves multiple participants in the buying center, including initiators, users, influencers, and gatekeepers. There are three main types of industrial buying situations: straight rebuy, modified rebuy, and new tasks. The buying process generally involves recognizing needs, specifying requirements, searching for suppliers, analyzing proposals, selecting suppliers, and post-purchase evaluation. Decision making power is shared among a decision-making unit (DMU) comprising various roles within the organization. Key factors that influence
Orientation of firms
The document outlines different concepts in marketing orientation over time:
1. The production concept focused on efficiency and supply without considering customer needs.
2. The product concept emphasized product quality but neglected understanding customer wants.
3. The selling concept used promotional techniques to push products without customer input.
4. The marketing concept placed customers at the center of all planning and activities to achieve objectives.
5. The societal concept gave equal weight to customers, company profits, and social welfare when framing policies.
6. The relationship marketing concept builds long-term trusting relationships with customers and partners through ongoing innovation and relationship management.
Product management & PLC
The document discusses key concepts related to product management including definitions of a product, components of a product, product mix, product life cycle, and new product development. It defines a product as a bundle of benefits that satisfies customer needs and discusses the core benefit, actual product, augmented product, and future product. It also outlines the stages of the product life cycle as introduction, growth, maturity, decline, and withdrawal. Finally, it lists the steps in new product development as generating ideas, screening, testing, development, market testing, and commercialization.
Consumer behavior
Consumer behaviour is the study of how consumers make decisions to spend their available resources (time, money, effort) on consumption-related items. It examines how emotions, attitudes and preferences affect buying behavior. Understanding consumer behaviour is important for marketers to design effective strategies. The document discusses the consumer decision process, factors that influence consumer behaviour like culture and marketing activities, and how segmentation and targeting are used to develop marketing strategies tailored for specific consumer groups.
Factors affecting consumer behavior
This document outlines the key factors that influence consumer behavior: social factors including reference groups, family, and social roles; cultural factors such as culture, subculture, and social values; economic factors like income, family size, savings, and credit availability; and personal factors such as age, life stage, occupation, personality, and self-concept. It also notes that psychological factors such as motivation, perception, learning, and attitudes play a role in shaping consumer decisions.
Market segmentation positioning
The document discusses the process of segmentation, targeting, and positioning (STP) in marketing. It defines market segmentation as dividing a large market into smaller subgroups with similar needs and characteristics. The key steps are:
1. Segmentation - Dividing the market into homogeneous subgroups.
2. Targeting - Developing specific marketing strategies targeted at each segment.
3. Positioning - Creating a brand image and perception within the minds of consumers in the targeted segments.
The goal of STP is to design tailored marketing mixes that precisely meet the needs of customers in targeted market segments.
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Brand mgmt ppt- FROM BAJAJ COACHING CLASS ROKTAK
- 1. Marketing For BANK PO/ MBA/BBA & other Competitive Exams Bajaj Coaching Center, Rohtak Visit bcc2000.com for more Information.
- 3. TABLE OF CONTENTS • Brand . • Brand Equity. • Brand Challenges a) Brand Decision b) Brand Name Decision c) Brand Strategy Decision d) Brand Repositioning Conclusion Bajaj Coaching Center
- 4. WHAT IS BRAND? A Brand is a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Examples:-
- 5. Brand can convey up to six levels of meaning:- 1) Attributes: A Brand brings to mind certain attributes. Example:- Mercedes
- 7. 3) Values: The Brand also says something about producer value. Example:- BOOST,ACTIVE
- 8. 4) Culture: The Brand may represent a certain culture. Example:- Himalaya
- 9. 5) Personality: Brand projects a certain personality.
- 10. 6) User: The brand suggest the kinds of the consumers who buys or uses the product. Example:- Scooty Pep Bajaj Coaching Center
- 11. Brand Equity It is the positive differential effect that a known brand name has on customer response to the product or service. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Example:- IBM
- 12. Branding Challenges The key decisions are:- Branding Decision:- To brand or not to brand
- 13. Brand Name Decision There are four strategies available:- 1) Individual Names. 2) Blanket Family name 3) Separate Family Name. 4) Company Trade Name Combined with Individual Product Name. Bajaj Coaching Center
- 14. Individual Names:- Company can use this policy because if product fails or appear to have low quality, the company's name or image is not hurt. Example:- H UL,P&G
- 15. Blanket Family Name:- Company can use this policy because development cost is less. Example:- Bajaj , Godrej , Kissan,
- 16. Separate Family Name:- Where a company produce quite different product, it is not desirable to use one blanket family name. Example:- ADITYA BIRLA GROUP HINDALCO FOR ALUMINIUM, ULTRA TECH FOR CEMENT GRASIM FOR SUITIGS IDEA
- 17. Company Trade Name Combine with Individual Product Name Example:- Maruti, Kelloggs, J&J.
- 18. Brand Strategy Decision:- A company has five choices when it comes to Brand strategy. The company can introduce:- 1) Line extensions. 2) Brand extensions. 3) Multi Brands. 4) Co Brands Bajaj Coaching Center
- 19. Line Extension:- Line extension consist of introducing additional items in the same product category and the same brand name ,such as New Flavors , Forms , Colors , Added Ingredients and Package Size. Example: , Lux , Hajmola ,maggie,colgate gel,fair and lovely, google
- 20. Brand Extension:- A company may use its existing brand name to launch new products in other categories.also called image related brand extension Example:- BAJAJ,dettol
- 21. UNRELATED EXTENSION • WIPRO FROM OIL TO COMPUTER • ITC sunfeast • Taj hotels TATA Bajaj Coaching Center
- 22. Multi Brands :- A company will often introduce additional brands in the same product category. Example:- H UL Soaps
- 23. Co Brands:- When two or more well known brands combined in an offer. Co branding take variety of forms:- 1) Ingredient Co branding Example:- COMPAQ Computers
- 24. 2) Joint Venture Co Branding Example:-Sony Ericsson
- 25. Brand Repositioning:- However well a brand is currently positioned , the company may have to reposition it later when facing new competitors or changing customers preferences. Example:- Lifebouy ,MOOV,CLINIC PLUS,BOURNVITA,BANK OF BARODA,BAJAJ
- 26. THANK U !!!!! & ANY QUERIES ????