Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
The premise: conduct a multiphase brand audit in order to identify problems facing a brand of choice and provide realistic solutions.
My team discovered, analyzed and summarized the brand’s current situation (competitive frame, key branding elements, and positioning). We conducted in-depth interviews with target market consumers to identify brand associations and assessed their strength using a laddering technique. We developed, fielded and analyzed a survey that probed brand challenges, Consumer-Based Brand Equity, and the team’s brand development recommendations. Lastly, we compiled our findings in a final report and presented an executive summary to the class.
The result: our team scored the highest in the class, even scoring a perfect 100 on our presentation.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
The premise: conduct a multiphase brand audit in order to identify problems facing a brand of choice and provide realistic solutions.
My team discovered, analyzed and summarized the brand’s current situation (competitive frame, key branding elements, and positioning). We conducted in-depth interviews with target market consumers to identify brand associations and assessed their strength using a laddering technique. We developed, fielded and analyzed a survey that probed brand challenges, Consumer-Based Brand Equity, and the team’s brand development recommendations. Lastly, we compiled our findings in a final report and presented an executive summary to the class.
The result: our team scored the highest in the class, even scoring a perfect 100 on our presentation.
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as course material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (9th May 2014)
Marketing (Product Strategy) - Discuss about levels of product, product classification, brand strategies, packaging and labeling of the consumer products.
Walton’s strategic is to become a global leader in Electrical and Electronic appliances. Walton
always try to make the best possible products. Moreover, it does not promise any specific quality
standards in service. Walton now try to give service all side in our country. Walton tries hard to
offer the best service quality, though, the quality, consistency and accessibility of service is not
guaranteed as the same are dependent on various technical, physical, topographical, distinctive,
environment, regulatory, legal, and such other factors. Walton has the right to change, vary or
reduce the extra charges, prices, validity period, product/service feature and any other offers
etc. at any time in its sole carefulness for any reason subject to official notification of such offers
prior to giving effect to such changes.
Comparative advertising or advertising war is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. Also referred to as "knocking copy", it is loosely defined as advertising where “the advertised brand is explicitly compared with one or more competing brands and the comparison is obvious to the audience
Royal Enfield- Financial Aspects of Marketingsdusane1
Financial management refers to the efficient and effective management of money (funds) in such a manner as to accomplish the objectives of the organization. It is the specialized function directly associated with the top management. The significance of this function is not seen in the 'Line' but also in the capacity of 'Staff' in overall of a company. It has been defined differently by different experts in the field.Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded 1909) manufactured motorcycles, bicycles, lawnmowers and stationary engines. The first Royal Enfield motorcycle was built in 1901; the original British concern was defunct by 1970. The Enfield Cycle Company is responsible for the design and original production of the Royal Enfield Bullet, the longest-lived motorcycle design in history.
Perpective Management- Pharmaceutical Industry Overviewsdusane1
Perception" is defined as the "process by which individuals select, organize, and interpret the input from their senses to give meaning and order to the world around them".[3] Components of perception include the perceiver, target of perception, and the situation. The pharmaceutical industry discovers, develops, produces, and markets drugs or pharmaceutical drugs for use as medications.[1] Pharmaceutical companies may deal in generic or brand medications and medical devices. They are subject to a variety of laws and regulations that govern the patenting, testing, safety, efficacy and marketing of drugs.
Mergers and acquisitions (M&A) are transactions in which the ownership of companies, other business organizations or their operating units are transferred or combined. As an aspect of strategic management, M&A can allow enterprises to grow, shrink, change the nature of their business or competitive position.
Financial Management- Comparison Two MNCS in FMCG Sectorsdusane1
Financial management refers to the efficient and effective management of money (funds) in such a manner as to accomplish the objectives of the organization. It is the specialized function directly associated with the top management. The significance of this function is not seen in the 'Line' but also in the capacity of 'Staff' in overall of a company. It has been defined differently by different experts in the field.
There are passions far more exciting than the physical ones...'intellectual passion, mathematical passion, passion for discovery and exploration: the mightiest of all passions'". His contemporary, Sigmund Freud, argued for a continuity (not a contrast) between the two, physical and intellectual, and commended the way "Leonardo had energetically sublimated his sexual passions into the passion for independent scientific research".
E- Business Portal to Increase the reach and Usagesdusane1
Electronic Business or e-business is a term which can be used for any kind of business or commercial transaction that includes sharing information across the internet. Commerce constitutes the exchange of products and services between businesses, groups and individuals and can be seen as one of the essential activities of any business. Electronic commerce focuses on the use of ICT to enable the external activities and relationships of the business with individuals, groups and other businesses or e business refers to business with help of internet i.e. doing business with the help of internet network. The term "e-business" was coined by IBM's marketing and Internet team in 1996.
Psychometric Test & Personality Evualuationsdusane1
Psychometrics is a field of study concerned with the theory and technique of psychological measurement. Generally, it refers to the field in psychology and education that is devoted to testing, measurement, assessment, and related activities. One part of the field is concerned with the objective measurement of skills and knowledge, abilities, attitudes, personality traits, and educational achievement. For example, some psychometric researchers have, thus far, concerned themselves with the construction and validation of assessment instruments such as questionnaires, tests, raters' judgments, and personality tests. Another part of the field is concerned with statistical research bearing on measurement theory
United States of America", "America", "US", "U.S.", "USA", and "U.S.A." redirect here. For the landmass encompassing North and South America, see Americas. For other uses, see America (disambiguation), US (disambiguation), USA (disambiguation), and United States (disambiguation).
International Business-United States of Americasdusane1
Overview of business in America.United States of America", "America", "US", "U.S.", "USA", and "U.S.A." redirect here. For the landmass encompassing North and South America, see Americas. For other uses, see America (disambiguation), US (disambiguation), USA (disambiguation), and United States (disambiguation). Global Strategy formation
Dhirajlal Hirachand "Dhirubhai" Ambani who founded Reliance Industries in Bombay with his cousin. Ambani took Reliance Industries public in 1977 and by 2007, the combined fortune of the family was $60 billion, making the Ambanis the third richest family in the world.Extensive marketing of the brand in the interiors of India made it a household name.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
The case study discusses the potential of drone delivery and the challenges that need to be addressed before it becomes widespread.
Key takeaways:
Drone delivery is in its early stages: Amazon's trial in the UK demonstrates the potential for faster deliveries, but it's still limited by regulations and technology.
Regulations are a major hurdle: Safety concerns around drone collisions with airplanes and people have led to restrictions on flight height and location.
Other challenges exist: Who will use drone delivery the most? Is it cost-effective compared to traditional delivery trucks?
Discussion questions:
Managerial challenges: Integrating drones requires planning for new infrastructure, training staff, and navigating regulations. There are also marketing and recruitment considerations specific to this technology.
External forces vary by country: Regulations, consumer acceptance, and infrastructure all differ between countries.
Demographics matter: Younger generations might be more receptive to drone delivery, while older populations might have concerns.
Stakeholders for Amazon: Customers, regulators, aviation authorities, and competitors are all stakeholders. Regulators likely hold the greatest influence as they determine the feasibility of drone delivery.
Senior Project and Engineering Leader Jim Smith.pdfJim Smith
I am a Project and Engineering Leader with extensive experience as a Business Operations Leader, Technical Project Manager, Engineering Manager and Operations Experience for Domestic and International companies such as Electrolux, Carrier, and Deutz. I have developed new products using Stage Gate development/MS Project/JIRA, for the pro-duction of Medical Equipment, Large Commercial Refrigeration Systems, Appliances, HVAC, and Diesel engines.
My experience includes:
Managed customized engineered refrigeration system projects with high voltage power panels from quote to ship, coordinating actions between electrical engineering, mechanical design and application engineering, purchasing, production, test, quality assurance and field installation. Managed projects $25k to $1M per project; 4-8 per month. (Hussmann refrigeration)
Successfully developed the $15-20M yearly corporate capital strategy for manufacturing, with the Executive Team and key stakeholders. Created project scope and specifications, business case, ROI, managed project plans with key personnel for nine consumer product manufacturing and distribution sites; to support the company’s strategic sales plan.
Over 15 years of experience managing and developing cost improvement projects with key Stakeholders, site Manufacturing Engineers, Mechanical Engineers, Maintenance, and facility support personnel to optimize pro-duction operations, safety, EHS, and new product development. (BioLab, Deutz, Caire)
Experience working as a Technical Manager developing new products with chemical engineers and packaging engineers to enhance and reduce the cost of retail products. I have led the activities of multiple engineering groups with diverse backgrounds.
Great experience managing the product development of products which utilize complex electrical controls, high voltage power panels, product testing, and commissioning.
Created project scope, business case, ROI for multiple capital projects to support electrotechnical assembly and CPG goods. Identified project cost, risk, success criteria, and performed equipment qualifications. (Carrier, Electrolux, Biolab, Price, Hussmann)
Created detailed projects plans using MS Project, Gant charts in excel, and updated new product development in Jira for stakeholders and project team members including critical path.
Great knowledge of ISO9001, NFPA, OSHA regulations.
User level knowledge of MRP/SAP, MS Project, Powerpoint, Visio, Mastercontrol, JIRA, Power BI and Tableau.
I appreciate your consideration, and look forward to discussing this role with you, and how I can lead your company’s growth and profitability. I can be contacted via LinkedIn via phone or E Mail.
Jim Smith
678-993-7195
jimsmith30024@gmail.com
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
3. Brand Portfolio
Definition: The Brand Portfolio refers to an umbrella under
which all the brands or brand lines of a particular firm functions to
serve the needs of different market segments. In simple words,
brand portfolio encompasses all the brands offered by a single firm
for sale to cater the needs of different groups of people.
• Most large firms have a portfolio of brands (P&G)
• In managing this portfolio there are two dimensions to consider
– Breadth of product mix: number and nature of different
product categories linked to the brands sold
– Depth of branding: number and nature of different brands and
lines/models/SKUs (stock-keeping unit) in a product category.
4.
5. The brands in the Brand Portfolio
play the following different roles
1. Flanker Brand
2. Cash Cow Brand
3. Low-End Entry Level Brand
4. High-End Prestige Brand
6. Flanker Brand
A Flanker Brand also known as a Fighter Brand is a new
product launched in a market by the company in the same
category wherein an established brand is already
positioned. This is primarily done for the increased market
share as well as to cater to the need of all the segments of
customers.
7. Cash Cow Brand
A cash cow brand is that product in the brand
portfolio that has reached the maturity level in the
product life cycle but is able to bring in profits
necessary for its survival. These brands are not
removed from the market because necessary cash is
flowing in through its sale which is better than
incurring heavy cost on the launch of a new product.
8. Low-End Entry Level Brand
A low Entry Brand in a brand portfolio includes the
product which is offered at less price. The low priced
product is added to the portfolio to ensure the purchase at
least once and bring the customer into the brand family.
Once the customer becomes a part of the family, he is
then persuaded for the purchase of the higher priced
product in near future.
9. High-End Prestige Brand
A High-End Prestige Brand in the brand portfolio
is the product offered at a high price with the
intention of creating a sense of prestige in the
minds of customers. Other brands in the portfolio
also get the recognition because of the premium
brand and its quality do have a halo effect on each
product line
10. Models for Brand Portfolios
• Branded House
• House of Brands
• House Blend
11. Branded House
Branded House: using a single master brand across multiple products
and categories
Company takes a single primary brand across the board
Advantages:
•Creates focus on the brand
•Maximizes scale
Disadvantages:
•May lose its power to differentiate (all new products and new brands
must fit within the primary brand)
•Constrain innovation and growth
•Risky
12. House of Brands
House of Brands: house of brands contains independent, disconnected brands
Classic and most powerful model for a brand portfolio
Company owns a number of different brands, possibly several brands in the same
category
Advantages:
•Each brand can precisely target a group of customers with a distinct product
offering and positioning
•Company can stretch the brand to cover another target market
•Easy to make global
•Creates a distinct corporate brand
•Minimize risk because of diversification
Disadvantages:
•Hard to manage due to complexity
•Senior management cannot focus on each brand individually
•Company is forced to devote resources to marketing the corporate brand
13.
14. House Blend
The “House Blend” – This is an architecture based on the
development of sub-brands with the added credibility of the
the existing parent brand. Google, for example, started as a
search engine then continued to establish the primary brand
through offerings such as Gmail, Calendar, and Maps.
Eventually, they began to acquire other, smaller tech
companies such as Blogger, Picasa, and YouTube. These
acquisitions maintained their existing brands but gained
credibility through the primary brand of Google.
15. The key to managing a successful
Brand Portfolio
• Build and extend core brands
• Add brands to the portfolio to address major
opportunities
• Proactively prune weak and redundant brands
• Keep things simple
• Involve senior management