1. Brand Management with Fashionothon By Fashionothon 2. What is a brand? Fashionothon Fashionothon brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors 3. Fashionothon Intangible attributes- Fashionothon Tangible attributes -Fashionothon brand comprises of 4. Fashionothon Functional benefits- Fashionothon Attributes - Fashionothon Labelling - Fashionothon Packaging - Fashionothon Product -Fashionothon Tangibles Eg. Fashionothon 5. Fashionothon Image- Fashionothon Culture - Fashionothon Values - Fashionothon Emotional benefits - Fashionothon Quality -Fashionothon Intangibles Eg. Fashionothon

1. Brand Management with
Fashionothon

2. What is a brand?
Fashionothon
Fashionothon brand is a name, term,
sign, symbol, design or a combination of
the above to identify the goods or
service of a seller and differentiate it
from the rest of the competitors

3. Fashionothon brand comprises
of
 Fashionothon Tangible attributes
 Fashionothon Intangible attributes

4. Fashionothon Tangibles
Eg. Fashionothon
 Fashionothon Product
 Fashionothon Packaging
 Fashionothon Labelling
 Fashionothon Attributes
 Fashionothon Functional benefits

5. Fashionothon Intangibles
Eg. Fashionothon
 Fashionothon Quality
 Fashionothon Emotional benefits
 Fashionothon Values
 Fashionothon Culture
 Fashionothon Image

6. Fashionothon Brand Mark
 Fashionothon brand mark is the part of
the brand that appears in the form of
symbol, design or distinctive color or
lettering. It is recognized by sight but
cannot be expressed when a person
pronounces the brand name.

7. Fashionothon Trade Mark
 Fashionothon trademark is a brand that
has been adopted by a seller and given
legal protection. A Trademark for
service is called as ………………

8. Fashionothon Reasons for
Branding
 Fashionothon Sellers
 Fashionothon Helps in promotion
 Fashionothon Easily recognized when
displayed
 Fashionothon Reduces price comparison
 Fashionothon Influences customer loyalty
 Fashionothon Differentiate commodities

9. Fashionothon Reasons for not
Branding
 Fashionothon Two responsibilities
come with brand ownership:
 Fashionothon Promoting the brand
 Fashionothon Maintaining a consistent
quality of output
Many firms do not brand their products
because they are unable or unwilling to
assume these responsibilities

10. Fashionothon Desirable characteristics
in the name of a brand
 Fashionothon Suggests something about the product,
particularly its benefits and use e.g….
 Fashionothon Be easy to pronounce, spell and
remember e.g.…..
 Fashionothon Be distinctive
 Fashionothon Be adaptable to additions to the
product line e.g. McDonald vs. Burger King
 Fashionothon Be capable of registration and legal
protection. The Lanham Act, 1989

11. Fashionothon brand name
should indicate
 Fashionothon
Product benefits
 Product quality
 Names easy to
remember,
recognise,
pronounce
 Fashionothon
Product category
 Distinctiveness
 Should not indicate
poor meanings in
other markets or
languages

12. Fashionothon Product
Counterfeiting
 Fashionothon It is the process in which
some unscrupulous manufacturers
engage in product counterfeiting by
placing a highly regarded brand on their
offering, disregarding the basic fact they
do not own the rights of the brand e.g.
…pirated goods

13. Fashionothon Brand Identity
Fashionothon is the marketer’s
promise to give a set of features,
benefits and services consistently

14. Fashionothon Brand Building
Fashionothon Involves all the
activities that are necessary to
nurture a brand into a healthy
cash flow stream after launch

15. Fashionothon What kind of
activities?
Eg. Fashionothon
 Fashionothon Product development
 Fashionothon Packaging
 Fashionothon Advertising
 Fashionothon Promotion
 Fashionothon Sales and distribution

16. Fashionothon Brand Equity
Fashionothon When a commodity
becomes a brand, it is said to have
equity. Those advantages which a
Brand enjoys because it is a Brand

17. Fashionothon What is brand
equity?
 Fashionothon The premium it can
command in the market
 Fashionothon Difference between the
perceived value and the intrinsic value

18. Fashionothon Types of Brand
Equity
 Fashionothon Cost Based
 Historical Cost
 Replacement Cost
 Market Value Method
 Brand Contribution Method
 Fashionothon Price Based
 Fashionothon Consumer Based

19. Fashionothon What happens
when equity increases?
Commodity Brand Power Brands
Presence
+
Personality

20. Fashionothon What happens
when brands have high equity?
 Fashionothon The company can have
more leverage with the trade
 Fashionothon The company can charge
a premium on their product
 Fashionothon The company can have
more brand extensions
 Fashionothon The company can have
some defense against price competition

21. Fashionothon Brand Loyalty
Pyramid
1
1
1
?Fashionothon Find out on your own

22. Fashionothon How does one
build brands?
 Fashionothon Distinguishing it from
others – value proposition
 Fashionothon Brand promise must
match brand delivery

23. Fashionothon The value
proposition
 Fashionothon Broad positioning
 Fashionothon Specific positioning
 Fashionothon Value positioning

24. Fashionothon Creating the brand
 Fashionothon Choosing a brand name
 Fashionothon Develop rich associations
and promises
 Fashionothon Managing customer
brand contact to meet and exceed
expectations

25. Fashionothon Brand Associations
 Fashionothon owned word
 Fashionothon Slogans
 Fashionothon Colours
 Fashionothon Symbols and logos

26. Fashionothon Brand Status
Step up
advertising
FAMILIARITY
E
S
T
E
E
M
New Product
Or Product
should be phased out
Cash Cow.Need to
Sustain brand
building activities
Troubled brand
Product upgradation
required

27. Fashionothon Brand
ambassadors
 Fashionothon Giving a face and
personality to the brand that is expected
to be rubbed off from the brand
ambassador

28. Fashionothon Brand Pitfalls
 Fashionothon Brand experience must
match brand image
 Fashionothon Calls for managing every
brand contact

29. Fashionothon
 Fashionothon