branding & brand management

1. Branding
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2. • Term, sign or symbol or a combination
• Brand mark
• Legal way for trademark purposes
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3. Brand (def)
• A brand is a term, name, sign, symbol,
design or a combination that identifies a
company’s product from its competitors.
• The brand mark is a symbolic or a pictorial
design or a logo that identifies a product
along with its brand name.
• It is also a legal way by which the owner
claims exclusive access for trademark
purposes.
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4. Types/ kinds of brands
• Premium brand
• Economy brand
• Fighting brand
• Corporate brand
• Family brand
• Individual branding
• Brand leveraging
• National brands
• Co- Branding
• Brand rationalizing
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5. Types/ kinds of brands (contd)
• Premium brand- costs more than other
products.
• Economy brand- targeted at highly price
elastic market
• Fighting brand- created specifically to
counter a competitive threat
• Corporate branding- a company’s name is
used as a product name.
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6. Types/ kinds of brands (contd)
• Family branding- when one brand name is
used for several related products.
• Individual branding- when all of company’s
products are given different brand names.
• Brand leveraging- when a company uses
brand equity associated with an existing
brand name to introduce a new product, or
product line, it is referred to as brand
leveraging.
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7. Types/ kinds of brands (contd)
• National brands- private brands are
differentiated from the manufacturers
brands as national brands.
• Co-branding- when two or more brands
work together to market their products is
referred to as co-branding
• Brand rationalizing- refers to reducing the
number of brands marketed by a
company.
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8. Brand Building
Factors that affect brand image:
• FMCG, grid by FCB
• Consumer durables
• Service brands- concept of brand
positioning applied
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9. Brand Building (contd)
FCB Grid
Type of Type of Thinking Feeling
product involvement
FMCG (Fast Low Habitual Satisfied
moving involvement
consumer
product)
Consumer High Informative Affective
durables Involvement
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10. Case studies of different brands
• Maggi- Nestle India Limited (2 minute
noodles, maggi ketchup, 2000’s healthy
products such as dal noodles, atta
noodles etc)
• Cinthol (flagship brand of godrej, with toilet
soap as well as deos)
• Dabur Honey- Dabur India (purity changed
to nutrition & health)
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11. Brand Management
Def- Brand management is the application
of marketing techniques to a specific
product, product line or brand to increase
the product’s perceived value to the
consumer, & thereby increase brand
franchise & brand equity.
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12. Brand Management (contd)
Methods of brand management:
• Personality to the brand eg usage of film
stars, models etc.
• Underlying brand identity
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13. Brand Equity
Awareness about brand name
Brand proprietory
Brand Associations
assets
Brand Equity
Brand loyalty Perceived Quality
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14. Brand Equity
Def- The value of a brand as an asset is
termed as brand equity. It is a collection of
consumer cognitions, perceptions,
visualizations & feelings whenever he/ she
sees the brand’s name or symbol.
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15. Key words
• Brand
• Brand Ambassador- person endorsing
• Brand equity- goodwill associated
• Brand image
• Brand leveraging
• Brand management
• Brand positioning
• Brand rationalizing
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16. Key words (contd)
• Co-branding
• Corporate branding
• Economy brand
• Fighting brand
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