Branding provides several benefits for companies including helping consumers easily identify products and services, assuring consistent quality, building customer loyalty, and differentiating similar commodities. However, maintaining a prominent brand position requires aggressive promotion and quality control over long periods of time. Companies must also protect their brands from generic usage and counterfeiting to preserve their value. Effective branding strategies consider characteristics like suggesting product benefits, being memorable, distinctive, and adaptable to new products.
There are many factors that influence the success of new products. Understanding how consumers view a company's brand is often the most important factor. Companies have two options when branding new products - launch under an existing parent brand or create a new brand. Launching under a parent brand can provide benefits but risks diluting the parent brand. Consumer research is key to understanding brand associations and whether consumers will accept a brand in a new product category. Getting this right is important to the success of a new product launch.
Branding strategies include positioning a brand through product attributes, benefits, or beliefs and values. Developing a brand requires decisions around name selection, sponsorship options like manufacturer or licensed brands, and extending brands through new products. Managing brands over time involves continuously communicating positioning and maintaining the brand experience through interactions to create value for customers.
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
This document discusses social media marketing. It defines social media as online communications channels for community input, interaction, content sharing and collaboration. Social media marketing is perceived as a targeted form of advertising that can effectively create brand awareness. The document recommends determining marketing goals and target audiences before creating social media campaigns. It also provides tips for social media marketing, including content planning, maintaining a consistent brand image, and using social media to promote content and track competitors.
This document discusses branding and building strong brands. It defines what a brand is and outlines key aspects of brand equity, including brand loyalty, awareness, perceived quality, and associations. It also discusses strategies for building strong brands such as brand positioning, name selection, sponsorship, and development through line extensions, brand extensions, multi-branding, and new brands. The conclusion emphasizes that branding is about building consumer trust and that globalization has increased the importance of marketing to boost brand value and equity.
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.
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.
Branding provides several benefits for companies including helping consumers easily identify products and services, assuring consistent quality, building customer loyalty, and differentiating similar commodities. However, maintaining a prominent brand position requires aggressive promotion and quality control over long periods of time. Companies must also protect their brands from generic usage and counterfeiting to preserve their value. Effective branding strategies consider characteristics like suggesting product benefits, being memorable, distinctive, and adaptable to new products.
There are many factors that influence the success of new products. Understanding how consumers view a company's brand is often the most important factor. Companies have two options when branding new products - launch under an existing parent brand or create a new brand. Launching under a parent brand can provide benefits but risks diluting the parent brand. Consumer research is key to understanding brand associations and whether consumers will accept a brand in a new product category. Getting this right is important to the success of a new product launch.
Branding strategies include positioning a brand through product attributes, benefits, or beliefs and values. Developing a brand requires decisions around name selection, sponsorship options like manufacturer or licensed brands, and extending brands through new products. Managing brands over time involves continuously communicating positioning and maintaining the brand experience through interactions to create value for customers.
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
This document discusses social media marketing. It defines social media as online communications channels for community input, interaction, content sharing and collaboration. Social media marketing is perceived as a targeted form of advertising that can effectively create brand awareness. The document recommends determining marketing goals and target audiences before creating social media campaigns. It also provides tips for social media marketing, including content planning, maintaining a consistent brand image, and using social media to promote content and track competitors.
This document discusses branding and building strong brands. It defines what a brand is and outlines key aspects of brand equity, including brand loyalty, awareness, perceived quality, and associations. It also discusses strategies for building strong brands such as brand positioning, name selection, sponsorship, and development through line extensions, brand extensions, multi-branding, and new brands. The conclusion emphasizes that branding is about building consumer trust and that globalization has increased the importance of marketing to boost brand value and equity.
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.
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.
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.
A brand is a name, symbol or design that distinguishes a product or organization and builds customer loyalty. A brand provides value to both customers and companies. For customers, a brand functions as a promise of quality, reduces risk and search costs. For companies, a brand simplifies operations, provides legal protection and competitive advantage. Brands can be classified by ownership, market area or number of products. A brand hierarchy shows how brand elements are ordered from corporate to individual brands. Branding is the process of creating a unique identity for a product through advertising to attract and retain customers. Common branding strategies include integrated, independent, line, range, umbrella and endorsement branding.
Branding and Product Design Portfolio - Pineapple Consultingameetmehta
Some of the Recent works Done by Pineapple Consulting, India. Dealing into Communication, Interaction, Product & Packaging, and Visual Merchandising.
please contact info@pineappleconsulting.biz for more information.
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
This Presentation aims at providing just about enough information about Branding.
The intention was to make it simple and self-explanatory with the help of examples; making it all the more better and easy to follow.
View. Learn. Recreate.
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s “bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand. The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
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.
Branding is important for distinguishing products and establishing status. A brand represents the value delivered to customers and builds loyalty. Strong brands are integrated within organizations and drive shareholder value. Key branding elements include the name, position, promise, personality, tone, story and associations. Branding strategies include product, line, range and umbrella branding. Brand management involves marketing programs to build and maintain brand equity through product, price, distribution and communications. New challenges for brands include consumer simplification needs, increased competition and complex portfolios.
The document discusses the benefits and risks of a "House of Brands" strategy where a company extends its existing brands into new product categories. The key benefits are improved brand image and reputation, reduced perceived risk for consumers, higher acceptance and trial rates of new products, and cost savings through economies of scale in marketing. However, the risks include retailer resistance if extensions do not sell well, potentially confusing customers, hurting the parent brand image if an extension fails, and diluting the brand meaning if extensions are in unrelated categories. The document advocates carefully planning brand extensions with due diligence to realize the benefits while mitigating risks of failure or overexploiting the brand.
This document discusses strategies for brand revitalization when a brand reaches maturity and profits decline. It identifies increasing usage, entering new markets, changing brand image, and enhancing the brand as key revitalization measures. Increasing usage involves reducing doubts about frequent use and providing incentives. New markets involve targeting segments not previously reached. Image change adds new associations or repositions associations that have become obsolete. Brand enhancement adds new differentiators like features or availability. The document also discusses branding challenges like deciding between branding vs no branding, manufacturer vs distributor brands, and strategies like line extensions, brand extensions, and co-branding.
This document discusses new product and brand extensions. It defines a brand as symbolic representation of a company, product, or service that creates associations in consumers' minds. Brand extensions occur when an established brand name is used to introduce a new product. There are two main types of extensions: line extensions, which target new market segments within an existing product category, and category extensions, which enter a new product category. Brand extensions leverage existing brand equity and recognition to reduce risks and costs. However, extensions can also dilute brand meaning or confuse consumers if not executed properly. The document outlines factors to consider when evaluating potential brand extensions.
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
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.
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.
The document discusses retail brand alternatives that include national brands, licensed brands, and private label brands. National brands are designed and marketed by vendors to multiple retailers. Licensed brands involve licensing images or designs to other parties. Private label brands are developed exclusively by retailers. The document analyzes factors for retailers to consider such as building customer loyalty and flexibility when deciding between national and private brands.
Retail Brand Alternatives, National Brands, Manufacturer’s Brands, Licensed Brands, Private-Label Brands, store brands, house brands, own brands, Premium Private-Label Brands, Copycat Brands, Exclusive Brands, Generic Brands, National Brands or Private Brands?, Advantages of Private Labels, Drawbacks of Private Labels
Product Life Cycle (Managing Products and Brands)Chelbert Yuto
1) The document discusses marketing management and the product life cycle concept. It explains the different stages a new product goes through, from introduction to growth, maturity, and decline.
2) Product managers monitor sales and market share trends to manage how products are modified, marketed to new audiences, or repositioned throughout the life cycle. Branding, packaging, and labeling strategies are also reviewed.
3) Successful branding builds brand equity and loyalty by developing brand awareness and positive associations in consumers' minds through marketing programs. Packaging and labeling identify products and convey important information to customers.
Developing and Managing Brand powerpoint presentationMaryFylLina
Developing and Managing Brand and Product Categories powerpoint presentation that helps all the business institution for any business in different locality
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.
A brand is a name, symbol or design that distinguishes a product or organization and builds customer loyalty. A brand provides value to both customers and companies. For customers, a brand functions as a promise of quality, reduces risk and search costs. For companies, a brand simplifies operations, provides legal protection and competitive advantage. Brands can be classified by ownership, market area or number of products. A brand hierarchy shows how brand elements are ordered from corporate to individual brands. Branding is the process of creating a unique identity for a product through advertising to attract and retain customers. Common branding strategies include integrated, independent, line, range, umbrella and endorsement branding.
Branding and Product Design Portfolio - Pineapple Consultingameetmehta
Some of the Recent works Done by Pineapple Consulting, India. Dealing into Communication, Interaction, Product & Packaging, and Visual Merchandising.
please contact info@pineappleconsulting.biz for more information.
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
This Presentation aims at providing just about enough information about Branding.
The intention was to make it simple and self-explanatory with the help of examples; making it all the more better and easy to follow.
View. Learn. Recreate.
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s “bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand. The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
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.
Branding is important for distinguishing products and establishing status. A brand represents the value delivered to customers and builds loyalty. Strong brands are integrated within organizations and drive shareholder value. Key branding elements include the name, position, promise, personality, tone, story and associations. Branding strategies include product, line, range and umbrella branding. Brand management involves marketing programs to build and maintain brand equity through product, price, distribution and communications. New challenges for brands include consumer simplification needs, increased competition and complex portfolios.
The document discusses the benefits and risks of a "House of Brands" strategy where a company extends its existing brands into new product categories. The key benefits are improved brand image and reputation, reduced perceived risk for consumers, higher acceptance and trial rates of new products, and cost savings through economies of scale in marketing. However, the risks include retailer resistance if extensions do not sell well, potentially confusing customers, hurting the parent brand image if an extension fails, and diluting the brand meaning if extensions are in unrelated categories. The document advocates carefully planning brand extensions with due diligence to realize the benefits while mitigating risks of failure or overexploiting the brand.
This document discusses strategies for brand revitalization when a brand reaches maturity and profits decline. It identifies increasing usage, entering new markets, changing brand image, and enhancing the brand as key revitalization measures. Increasing usage involves reducing doubts about frequent use and providing incentives. New markets involve targeting segments not previously reached. Image change adds new associations or repositions associations that have become obsolete. Brand enhancement adds new differentiators like features or availability. The document also discusses branding challenges like deciding between branding vs no branding, manufacturer vs distributor brands, and strategies like line extensions, brand extensions, and co-branding.
This document discusses new product and brand extensions. It defines a brand as symbolic representation of a company, product, or service that creates associations in consumers' minds. Brand extensions occur when an established brand name is used to introduce a new product. There are two main types of extensions: line extensions, which target new market segments within an existing product category, and category extensions, which enter a new product category. Brand extensions leverage existing brand equity and recognition to reduce risks and costs. However, extensions can also dilute brand meaning or confuse consumers if not executed properly. The document outlines factors to consider when evaluating potential brand extensions.
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
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.
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.
The document discusses retail brand alternatives that include national brands, licensed brands, and private label brands. National brands are designed and marketed by vendors to multiple retailers. Licensed brands involve licensing images or designs to other parties. Private label brands are developed exclusively by retailers. The document analyzes factors for retailers to consider such as building customer loyalty and flexibility when deciding between national and private brands.
Retail Brand Alternatives, National Brands, Manufacturer’s Brands, Licensed Brands, Private-Label Brands, store brands, house brands, own brands, Premium Private-Label Brands, Copycat Brands, Exclusive Brands, Generic Brands, National Brands or Private Brands?, Advantages of Private Labels, Drawbacks of Private Labels
Product Life Cycle (Managing Products and Brands)Chelbert Yuto
1) The document discusses marketing management and the product life cycle concept. It explains the different stages a new product goes through, from introduction to growth, maturity, and decline.
2) Product managers monitor sales and market share trends to manage how products are modified, marketed to new audiences, or repositioned throughout the life cycle. Branding, packaging, and labeling strategies are also reviewed.
3) Successful branding builds brand equity and loyalty by developing brand awareness and positive associations in consumers' minds through marketing programs. Packaging and labeling identify products and convey important information to customers.
Developing and Managing Brand powerpoint presentationMaryFylLina
Developing and Managing Brand and Product Categories powerpoint presentation that helps all the business institution for any business in different locality
This document summarizes the history and rise of private label products compared to manufacturer brands. It discusses how in the 20th century, manufacturer brands dominated the market through quality products and mass advertising. However, in the late 20th century, retailers started developing national chains and began producing their own private label products to differentiate themselves and gain bargaining power over suppliers. The document then outlines the benefits and types of private labels, as well as strategies manufacturer brands can use to compete against the growing private label threat.
This document discusses brand management and new product development. It defines what a brand is and explains how brand loyalty and equity are developed. It also outlines different types of brands and discusses strategies for managing brands, including brand extensions and licensing. The document then covers the new product development process and organizing structures companies use for new product teams. It discusses identifying early adopters and getting consumers to adopt new products. The summary concludes with a brief overview of product safety and liability considerations.
Product, services and branding strategiesLizelle Turla
This document discusses key concepts related to products and services. It begins by defining a product as a bundle of benefits offered to customers to satisfy needs. Products can be tangible goods, services, or hybrid offers. When developing products, marketers must identify customer needs, design the product, and find ways to augment it with additional features. A product line consists of a group of related products, and companies can lengthen, widen, or deepen their product mix. For services, the key challenges are intangibility, inseparability, and variability. To improve services, companies must focus on internal service quality, satisfying employees, and greater customer value.
This document provides an introduction to branding, including definitions of key branding concepts and strategies. It discusses why brands are important for both companies and consumers. Brands help differentiate products and build customer loyalty. Strong brands can command premium prices and remain resilient even if other assets are lost. The document outlines several factors that are important for building a successful brand, such as quality, positioning, communications, investing long-term, and internal marketing. It also defines different types of brands like manufacturers' brands, private labels, individual brands, and family brands.
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.
POM Unit 4 Product, Branding, Packaging, Labelling, Product Mix, NPD,PLC.pptxDrSaiKumar2
This document discusses the key elements of a company's product strategy: the core product, actual product, augmented product, product classifications, branding, packaging, and brand development strategies. It defines each concept and provides examples to illustrate how companies implement strategies around their products. The core message is that companies must understand customer needs and desires at multiple levels when developing products and services.
This document discusses private label brands and national brands. It provides insights into:
1) Private label market share typically increases when the economy is weak and decreases when strong. However, national brand managers can address the private label threat.
2) Private labels pose several threats to national brands, including improved quality, premium private labels, and the emergence of new retail channels.
3) National brand manufacturers should invest in their brands, innovate wisely, manage trade relationships, pricing, promotions and each category individually to address the private label challenge.
4) Private labels make up 10-12% of the Indian retail market currently but are growing. Major retailers have pioneered private labels in India. Private
This document discusses key concepts in branding. It defines branding and explains the role and benefits of branding, including helping consumers identify products and building consumer preference and loyalty. It also covers how brands are built through aspects like brand name, positioning, image and personality. The document discusses brand extension, stretching, protection and management issues brands may face.
Product decisions and branding and services- notes.pptagentchandra
This document discusses key concepts related to marketing products and services. It defines what a product is, outlines different product classification schemes including durability, use, and tangibility. It also discusses the different levels of a product from the core benefit to the actual physical product. The document then covers different types of consumer goods classifications including convenience goods, shopping goods, specialty goods, and unsought goods. It outlines important product and service decisions companies must make regarding individual products, product lines, product mixes, and related attributes. The document also discusses branding strategies including family branding and individual product branding. Finally, it covers the four key characteristics of services - intangibility, heterogeneity, simultaneous production and consumption, and perishability - and the implications of
This document provides an overview of key concepts in product strategy and marketing management. It discusses:
1) Classifying products as consumer or business products and the unique challenges of services.
2) The new product development process and strategic options like new product lines or improvements.
3) The importance of branding, how brands build loyalty and equity, and advantages like risk reduction.
4) The typical stages of the product lifecycle like introduction, growth, maturity and decline.
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)
This document discusses various aspects of branding and brand equity. It begins by outlining steps to build a strong brand, including determining the target audience, defining a brand mission statement, researching competitors, and creating a logo and tagline. It then discusses why consumers buy brands and lists features of good brands. The document also covers advantages of branding for marketers and customers, different branding strategies, and components that contribute to brand equity such as brand recognition, awareness, customer experience, and perceived quality.
The document discusses key concepts related to products and branding. It defines what a product is, how products are classified into goods, services and ideas. It also explains the total product concept including core product, supplemental features and symbolic benefits. The document then discusses the product life cycle and how marketing strategies must adapt to the introduction, growth, maturity and decline stages. It concludes by explaining the importance of branding, defining brand equity and the value of brand loyalty and brand protection.
Ch 6 product and distribution strategiesAbdul Samad
This document discusses product and distribution strategies. It defines key concepts like products, product lines, product mix, and product life cycles. It also outlines the new product development process and how firms identify their products through branding. Finally, it describes distribution channels and factors that influence channel selection, including direct distribution and using marketing intermediaries like wholesalers and retailers.
Nature and importance of brands
Characteristics of a good brand name
Branding strategies of producers and middlemen
Building and using brand equity
Nature and importance of packaging and labeling
Packaging strategies
Marketing implications of product features
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
1. Reasons for Branding
• It makes it easy to identify goods and services
• Aid shoppers to move quickly through a supermarket, discount outlet or
other retail stores or making purchase decisions.
• Helps assure consumers that they will get consistent quality on repeat
purchase
• It reduces price comparisons. Factor to be considered in comparing
different products
• Reputation of brand influences customer loyalty
• Branding differentiates commodities
2. Reasons for Branding
• Not all brands are widely and favourably recognized by their target
markets
• Amongst those that are, many are unable to maintain a position of
prominence
• In order to retain their leadership position over a long time they have to
resort to aggressive promotion and careful quality control
• Enormous amount of money is spent to acquire companies that have
widely recognized brands
3. Reasons for not Branding
• Two responsibilities come with brand ownership
1. Promoting the brand
2. Maintaining a consistent quality of output
• Not branding is because some firms are unable or unwilling to assume
these responsibilities
• Some items remain unbranded because they cannot be physically
differentiated from other firms’ products
• Essential raw materials and food products for which product
differentiation including branding is generally unknown
• Perishable nature of products such as fresh fruits and vegetables works
against branding
4. Importance of Selecting a Good Brand
• Some brands a so good that they contribute to the success of products
• Other brand names are so poor that hey contribute to the failure of
products
• Some bands are only for a certain section of the target market
• Choosing a brand name for a product may appear trivial but it’s not
• The most important element in a marketing program and the one over
which marketing head can exert the most control – is the “NAMING OF A
PRODOCT”
5. The Challenge
• Selecting a good brand name for a new product is especially challenging
• Reason being firms run out of possibilities
• If 10,000 products are launched annually only 50,000 words comprise
the standard desk size dictionary
• Further many words either already adorn products or are unsuitable as
brand names
• Solution :
- Firms combine numbers with words, numbers with letters etc.
Shell Rimula-40, Quakerol WR-2
- Some use words that are not part of the English language
Lexus Motors, Compaq Computers
6. Desirable Characteristics
• Finding a brand name that rates well on every attribute is difficult
• Still a brand name should have as many of the following five
characteristics as possible
1. Suggest something of the product, particularly its benefits and use
-BATA : Naughty Boy Shoes, Ballerina, Marie Claire
2. Be easy to pronounce, spell and remember
- Tide, Surf
3. Be distinctive
- National, Star, United, Allied
4. Be adaptable to additions to the product line
- Family name such as Kellogg, Lipton, Ford McDonalds
5. Be capable of registration and legal protection
7. Protecting Brand Names
• A firm with a well known brand must actively safeguard it
• This valuable asset can be damaged or even lost-in either of the two
ways
• Law enforcement agencies do not vigorously pursue violators
Product Counterfeiting
• Crime of the 21st century
• Cant be eliminated but Firms can and should battle knockoffs
• Should watch for counterfeit goods carrying one of their brands
• Through their trade association should offer cash rewards for information
• When imitations are identified legal action should be taken
• Firms cannot afford to ignore this illegal practice
8. Generic Usage
• Over a period of years some brand names become very well accepted
• They become commonly used instead of the Generic names of the
particular product category
Generic Terms That Were Brand Names
Aspirin Escalator Linoleum Thermos
Brassiere Harmonica Nylon Xerox
Cellophane Kerosene Surf Zipper
• Originally these names were trademarks that could be used only by the
owner
• What happened?
9. How A Brand Name Becomes Generic
• There is no simple generic name available so people use the brand name
as generic name: Nylon, Escalator
• Sometimes a firm is too effective in promoting a brand name. Although
not yet legally generic, names such as Levi’s, Band-Aid, Scotch,
Cellotape, Kleenex are on the border line
• These brand names have been promoted so heavily and successfully that
many people use them generically
• Which terms do you use in conversation?
• Adhesive bandage or Band Aid, Adhesive tape or Cellotape, A Facial
Tissue or Kleenex
• Of course it is the latter. Isn't it ?
10. How to Prevent the Generic Use of Brand name
• Right after he brand name place a ® symbol (if he brand is a
registered trade mark for a product
• TM : If it is not registered but applied for
•
• SM : For a service
• Best is to use a brand name together with the generic name
- Raymond wool, Chandrani pearls, Dracon brand Polyester
• Call attention to and challenge improper use of your brand name
11. Banding Strategies
Both producers and middlemen face strategic decisions regarding the
branding of their goods and services
Producers’ Strategies
1. Most producers market their entire output under producer’s brands
• Such producer companies are very large and they rely on their own
brands
• Some producers use a strategy of branding fabricating materials and
parts (manufactured goods that become a part of another product
following subsequent manufacturing)
• With this strategy the seller seeks to develop a market preference for its
branded parts or materials
• Some manufacturers sell part of their output or their entire output to
middlemen for branding by these customers
12. Banding Strategies
2. Most producers market their entire output under middlemen’s brands
• This approach allows manufacturers to “hedge its bets”
• Companies employing these strategies hopes its own brands will appeal
to some loyal customers whereas middlemen’s brands are of interest to
others
• For some manufacturers the output produced for middlemen’s brands
ordinarily represents additional sales
• This allows the manufacturers to fully utilize plant capacity
• Drawback : - Manufacturer may lose some customers for it’s own brands
- Producer’s revenues depend on the middleman’s marketing
strength
13. Middlemen’s Strategies
1. Most middlemen carry only producer’s brands
• Retailers and wholesalers follow this policy
• Do not have the finances or other resources to promote a brand and
maintain its quality
2. Some retailers carry both producers’ and middlemen’s brand
• They stock popular producers’ brands and also have their own labels
• They find it advantageous as it increases their control over their target
market
• A retailers brand can differentiate its products : called stores brands
14. Strategies Common to Producers and Middlemen
At least three different strategies are used by firms that sell more than
one product
• A separate name for each product : Applied by Lever Brothers, P & G.
Citigroup emphasizes some of its individual brands (Travelers & Diners
Club) while also using “Citi” part in its Corporate identity
• The Company name combined with product name
• The Company name alone : Today few companies rely exclusively on this
policy. General Electric, Seimens etc.
15. Using the Company name for branding purpose (Family Branding)
• This strategy makes it simpler and less expensive to introduce new,
related products to the line
• The prestige of a brand can also be spread more easily if it appears on
several products
• Branding with the Company name places a greater burden on the firm to
maintain consistent quality
• One bad item reflects badly on the image of the company and its other
products
• Many companies thus let individual products succeed or fail on its own
• Hence separate name for each product
16. Branding for Market Saturation
• With increasing frequency firms are employing a “Multiple- Brand
Strategy” to increase their total sales in the market
• They have more than one brand essentially of the same product aimed
either at the same target market or at distinct target market
• A company that has built one type of sales appeal around a given brand
may use other appeals with other brands to reach other segments
• Two P & G detergents, Tide and Dreft illustrate this point
• Some feel that Tide is strong enough to clean soiled work clothes it
should not be used on lingerie or delicate clothing. Dreft is the answer
• Sometimes multiple brands are necessary to penetrate separate target
markets
17. Co Branding or Dual Branding
• Two separate Companies or two divisions within the same company
agree to place both of their respective brands on a particular product
• This is increasingly evident in food products and also in franchising
• Boxes of Duncan Hines Brownie Mix proclaim that the product contains
M&M’s
• Health Bars, Sunkist Lemons and Ocean Fresh Cranberries are all
frequently promoted ingredients of other products such as Betty
Crocker’s Sunkist Lemon bars mix