Characterstics of brands at international level
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This document discusses characteristics of successful international brands. It identifies superior product quality, additional services, differentiation from competitors, being pioneers in their field, and having a long-term communication strategy as key factors. It provides examples like Sony standing for quality without needing to inquire, Apollo Tires providing free checkups, Volvo prioritizing safety, Dell pioneering online ordering, and Colgate's consistent long-term advertising message. Successful brands establish trust through quality, services, innovation, and consistent branding over time.
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07 brand identity
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts like packaging, websites and advertisements. (2) These emotional associations help simplify consumers' choices and build relationships and loyalty. (3) Brands create aspirational lifestyles that consumers want to associate with, allowing brands to extend to new product categories. (4) This allows brands to charge premium prices for products that are otherwise similar, distinguishing them through emotions, relationships and values associated with the brand.
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1) A product is something made by a company that can be purchased, while a brand is built on consumer perceptions and experiences with a company's products and services.
2) For a product to become a branded, a company needs to establish consistent branding through distinctive messaging, look, and delivery that becomes associated with the product in consumers' minds.
3) Strong brands create emotional loyalty that makes consumers insist on that particular brand instead of easily substituting a competitor's product.
07 brand identity
(1) A brand provides a unique identity and emotional associations for products and companies in complex markets where products are otherwise indistinguishable. It simplifies consumers' choices.
(2) Brands create loyalty by developing emotional relationships and building trust between the brand and consumers.
(3) Successful brands establish aspirational lifestyles that consumers want to associate with.
(4) Branded lifestyles allow brands to extend into new product categories, saving costs of developing new brands.
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07 brand identity (3)
(1) In traditional markets with few competitors, companies could differentiate through technology and quality, but in complex markets with many competent competitors, branding is needed to differentiate.
(2) A brand gives a unique identity and emotional associations to products through marketing, design, and other efforts to create trust and loyalty with consumers.
(3) Successful brands like Coca-Cola have the power to influence consumers' preferences through the emotional connections formed with the brand.
Brand
1. A brand is a distinguishing symbol such as a name, logo, or design that identifies a company's products and differentiates them from competitors. Brands help consumers easily identify products and reduce purchasing risk and decision time.
2. Historically, brands originated to identify the maker or seller of mass produced goods during the Industrial Revolution. Successful brands create lasting impressions that convey messages about quality, prestige, and the type of consumer.
3. Key advantages of branding include helping consumers identify products, reducing risk, facilitating quick decisions, building loyalty, and enhancing company value and competitiveness. Strong brands are authentic, memorable, relevant, and distinctive.
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07 brand identity
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts.
(2) In complex markets with many similar competitors, branding helps differentiate companies and build trust and loyalty with consumers.
(3) Successful brands create aspirational lifestyles that consumers want to associate themselves with through the brand's values and image.
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- A brand is a name, symbol or design that identifies and differentiates the products/services of one seller from other competitors. Brands create promises to customers about product performance.
- Brand management is the process of building, maintaining and improving a brand over time through developing a brand promise and positioning, and maintaining consistency.
- Brand equity refers to the financial and non-financial value added to a product/service by its brand name. It is measured through customer and market-based perspectives.
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1) A product is something made by a company that can be purchased, while a brand is built on consumer perceptions and experiences with a company's products and services.
2) For a product to become a branded, a company needs to establish consistent branding through distinctive messaging, look, and delivery that becomes associated with the product in consumers' minds.
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07 brand identity
(1) A brand provides a unique identity and emotional associations for products and companies in complex markets where products are otherwise indistinguishable. It simplifies consumers' choices.
(2) Brands create loyalty by developing emotional relationships and building trust between the brand and consumers.
(3) Successful brands establish aspirational lifestyles that consumers want to associate with.
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1. A brand is a distinguishing symbol such as a name, logo, or design that identifies a company's products and differentiates them from competitors. Brands help consumers easily identify products and reduce purchasing risk and decision time.
2. Historically, brands originated to identify the maker or seller of mass produced goods during the Industrial Revolution. Successful brands create lasting impressions that convey messages about quality, prestige, and the type of consumer.
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(2) In complex markets with many similar competitors, branding helps differentiate companies and build trust and loyalty with consumers.
(3) Successful brands create aspirational lifestyles that consumers want to associate themselves with through the brand's values and image.
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From product brands to concept brands the evolution of brand management
The idea of concept brands is a useful one to evaluate the extent to which a brand can stretch and create exponential brand and business growth and value. It can help a brand extend into new products, services, markets and segments. It can assist a brand to increase its growth and its value.
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We then review the process and questions as to how to make it work for your brand.
Brand Planning and Management_MBA(RM).pptx
The document provides an overview of brand management concepts including what a brand is, the importance of brands, attributes of strong brands, what brand management is, brand equity, and the strategic brand management process. Specifically:
- A brand is a name, symbol or design that identifies and differentiates the products/services of one seller from other competitors. Brands create promises to customers about product performance.
- Brand management is the process of building, maintaining and improving a brand over time through developing a brand promise and positioning, and maintaining consistency.
- Brand equity refers to the financial and non-financial value added to a product/service by its brand name. It is measured through customer and market-based perspectives.
Branding
Branding involves creating a name, logo, and design to distinguish a company's products and services. It provides benefits like recognition, loyalty, and an image of quality and reliability. Effective branding appeals to customers on functional, social, spiritual, and mental levels. Companies must differentiate their brand, focus their message, and repeat it consistently to build an impactful brand over the long term.
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The basics of brand licensing
Pete Canalichio is an expert in brand licensing with over 25 years of experience. He discusses the basics of brand licensing, including defining it as the leasing of intangible assets like brands, characters, or names. He explains the benefits for both licensors, who can unlock a brand's value, and licensees, who gain marketing power. Canalichio also outlines the expectations of licensors, such as licensees investing in the category and meeting sales targets, and the expectations of licensees, such as the brand opening doors to sales growth. He discusses how licensing can help companies enter new product categories and provides an example flow of royalty payments from retailers to licensors.
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The document discusses various branding challenges that companies face such as savvy consumers, increased competition, and the need for simplification. It also lists the top 11 branding challenges, including having a reactive approach to branding and not being able to measure return on branding investment. Additionally, the benefits of strong brands are outlined such as influencing purchases, commanding premium prices, and building loyalty. Finally, the three keys to strong branding are discussed: clarity about the brand's value, consistency in communicating that value, and maintaining a constant presence or visibility to customers.
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From product brands to concept brands the evolution of brand management
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Characterstics of brands at international level
- 2. BRAND “Brand is a name, term, sign, symbol, or design or, a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate hem from those of competition”. - American Marketing Association
- 3. Characteristics of successful brands at international level Very few brands make an impact in the international market and there are varied reasons for this, some common characteristics shared by successful brands are as follows: Superior product quality Additional services Differentiation from competition Pioneers in a way Long term communication strategy
- 4. SUPERIOR PRODUCT QUALITY A strong brand image goes automatically with quality and consistency. The confidence in the customers’ minds about quality of products is the first step in developing a successful brand. Example, SONY and BMW when Sony launches a new product, potential customers do not enquire about the quality as they feel that the brand stands for quality.
- 5. ADDITIONAL SERVICES For example APOLLO TYRES conducts a free check up for all its customers for the first year and even replaces the tyres, if required. This type of service instills confidence in consumers about the accountability and longevity of the company’s products. Not all companies can match the same level of service. Such service accompanying a product is one of the characteristics of a successful brand.
- 6. DIFFERENTIATION FROM COMPETITION Organizations need to differentiate their offerings from that of competitors, to develop successful brands. The distinction must be clear in the minds of customers. Volvo designs all its vehicles with the utmost safety standards, ahead of anyone else in the industry. This gives it an identity of being the undisputed leader when it comes to safe automobiles.
- 7. PIONEERS IN A WAY Dell pioneered a new distribution channel for PCs and servers. Dell provided a channel through which customers could order PCs, notebooks, etc, independent of time and place. SONY innovated the Walkman and miniaturized electronics. Sony is known to bring out products, which are very small using miniature technology.
- 8. LONG TERM COMMUNICATION STRATEGY COLGATE TOOTHPASTE has an effective long-term advertising strategy, “stops bad breath, prevents tooth decay”, is the tag line. Since the day its launce, Colgate has used the same marketing message, even for new line extensions.