Lecture 3 Brand Management
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The document discusses key concepts in brand management including customer-based brand equity (CBBE), brand positioning, target markets, and points of parity and difference. It describes CBBE as the differential effect of brand knowledge on consumer response. Brand positioning is defined as designing an offer and image to occupy a distinct space in the target customer's mind. Key steps in positioning are identifying the target customer, competitors, similarities to competitors, and differences from competitors. Core brand values and brand mantras that capture the spirit of positioning are also discussed.
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The document discusses brand equity and customer-based brand equity (CBBE). It defines brand equity as the measurable financial value and brand assets/liabilities that accrue to a product/service. CBBE is the differential effect brand knowledge has on consumer response to marketing. The key elements of CBBE are the differential effect, brand knowledge, and consumer response. The document outlines the CBBE pyramid and sources/sub-dimensions of brand equity like brand awareness, image, associations, and relationships. It also discusses tools for building brand equity over time and across market segments.
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This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
BRANDS AND BRAND MANAGEMENT
Concept of Brand, Brand Evolution, Brand Hierarchy, Brand
Image, Brand Identity – Perspectives, Levels & Prism.
Brand Personality, Brand Positioning, Brand Repositioning,
Brand Equity, Types of Branding – Product, Line, Range,
Umbrella & Endorsement Branding.
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Managing Brands, Brand Extensions, Financial Aspects of
Brands
Branding in different sectors – Retailers, Industrial, Services,
& high-tech products.
Chap 1, brands & brand management
As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
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Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
Visiting prof : IMT-CDL, IP university
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This document discusses customer-based brand equity (CBBE), which occurs when customers have a high level of brand awareness, familiarity, and strong brand associations, leading them to react favorably to the brand. It explains the sources and components of brand equity, including brand awareness, image, salience, performance, imagery, judgments, feelings, and resonance. Finally, it discusses how building brand equity can help create customer equity by driving customer retention, reducing acquisition costs, and allowing price premiums that generate cash flows.
brand managament
This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
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Brand Personality, Brand Positioning, Brand Repositioning,
Brand Equity, Types of Branding – Product, Line, Range,
Umbrella & Endorsement Branding.
Brand Creation, Brand Product Relationship, Brand
Portfolio, Brand Elimination, Brand Revitalization
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& high-tech products.
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As brand is considered one of the most important aspect of the company right now specially the value of brand increased day by day.
This slide will give strong view of brand & its management
Regards
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Manager: Digital Marketing
JR Infotech.com(www.jrinfotech.com)
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This document discusses brand positioning and brand values. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand positioning guidelines include defining the competitive frame of reference and choosing points of parity and points of difference. Brand audits assess a brand's health and sources of equity to improve brand management.
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Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution.
regards
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JR Infotech
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Prof: IMT-CDL(DIMS)
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This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
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Being the Marketing head of JR Infotech , a trusted company in internet solution & web based solution we strictly follow this practice at high level & it is due to this now we consider it as most innovative comapany in website & internet solution.
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1. The document discusses strategic brand management and building customer-based brand equity. It defines brands and differentiates them from products.
2. Key aspects of strategic brand management include establishing brand positioning and values, implementing marketing programs, measuring brand performance, and growing brand equity.
3. Building customer-based brand equity involves choosing brand elements, developing marketing programs, leveraging secondary associations, and creating various types of consumer brand knowledge and associations.
Customer based brand equity model
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
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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.
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Brand equity refers to the added value endowed to products and services through branding. It is reflected in how consumers think, feel and act towards a brand, and impacts the brand's prices, market share and profitability. Brand equity is an important intangible asset for firms. There are several models for measuring brand equity, including brand asset valuator, Aaker's five categories of brand assets and liabilities, and the Millward Brown brand dynamics model. Building brand equity involves choosing strong brand elements, developing positive marketing programs, and forging associations to other entities. Strong brand equity simplifies consumer decision making and reduces risk.
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1) The definition of a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) Why brands matter for both consumers and marketers by simplifying decisions, building loyalty and establishing barriers.
3) Elements that contribute to strong brands like brand awareness, associations, perceived quality and loyalty.
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Brand Equity
Brand equity refers to the financial value and brand assets or liabilities that accrue to a product or service due to marketing programs and brand awareness. It is measured by the differential effect of brand knowledge on consumer responses. Sources of brand equity include brand awareness, image, and associations that are strong, favorable, unique, and link the brand to attributes and benefits. Consumer-based brand equity is the differential effect of brand knowledge on consumer responses to marketing and is built through brand salience, performance, imagery, judgments, feelings, and relationships. Building brand equity involves identifying the brand, developing brand meaning and imagery, influencing consumer responses and judgments, and creating relationships.
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1. Brand equity is the added value provided to products and services by a brand. It is reflected in how consumers think, feel, and act towards the brand and is measured by prices, market share, and profitability.
2. Brand equity is built through strong brand elements, integrated marketing programs, and associations transferred to the brand. It is measured using brand audits, tracking, and valuation to assess financial brand value.
3. Managing brand equity involves brand reinforcement through innovation and relevance. Strong brands differentiate themselves, have high energy and relevance, and are well-regarded with familiarity among consumers.
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Brand equity refers to the value added to a product or service by its brand name. It is built through successful branding and brand management strategies. Brand equity results in greater customer loyalty, less vulnerability to competition, and larger profit margins. Strong brands are valuable corporate assets that provide competitive advantages like brand extensions and licensing opportunities. Managing brand equity requires identifying brand positions, implementing marketing programs, measuring brand performance, and growing the brand over time.
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A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
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The document provides information about brands and brand management. It defines what a brand is, including definitions from the American Marketing Association. It outlines the key elements of a brand like name, logo, tagline, colors. It also discusses features and functions of brands, and different types of brands like personal brands, individual brands, and family brands. The document covers topics like brand marks, trademarks, selecting brand names, and the brand management process. It provides examples and details about brand positioning, brand image, brand loyalty programs, and the role of the brand manager.
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The document discusses customer-based brand equity (CBBE) and its key components. The CBBE model incorporates consumer behavior theory and practices to understand how consumers perceive brands. It has three main ingredients: differential effect between brands, brand knowledge consisting of awareness and image that consumers have stored in memory, and consumer responses to marketing. Strong brands create value by having favorable brand associations in the minds of consumers that are desirable, deliverable, and distinctive from competitors. Building brand equity requires strategies to increase brand awareness, develop positive brand image and identity, elicit strong consumer responses, and create loyal relationships.
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The document discusses brand management concepts including product life cycles, brand strategies, and brand extensions. It covers brand portfolios and product matrices, using brands across related product categories to increase market presence. Brand extensions allow companies to enter new markets while leveraging existing brand equity, but they also risk diluting the parent brand if not executed properly.
Nike brand mantra
This document discusses brand mantras and provides Nike as a case study. It defines a brand mantra as an encapsulation of a brand's positioning. Nike's brand mantra focuses on innovative products and peak athletic performance. It communicates, simplifies, and inspires through strong brand awareness and associations with star athletes. Elements like the iconic Swoosh logo root the brand in Greek mythology. The seminal "Just Do It" campaign tapped into Nike's authentic values and addressed an underlying social tension by urging fitness. Its success was due to impeccable timing and appealing to consumers' desire for body worship and group membership through the brand. The document stresses adhering to the brand mantra across markets and using it
Brand positioning
1) Brand positioning involves designing a company's offer and image to occupy a distinct and valued place in the target customer's mind.
2) Effective positioning relies on unique, meaningful points of difference that provide a competitive advantage and reason for customers to buy the brand over others.
3) Guidelines for positioning include choosing points of difference that are desirable, distinctive, and believable, as well as deliverable, communicable, and sustainable over time. Marketers must also establish points of parity and difference between their brand and competitors.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
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Johnson & Johnson is an American pharmaceutical and consumer goods company founded in 1886. It entered the Indian market in 1947 and started marketing baby powder in 1948. Today it employs over 2000 people in India and has a reputation for high-quality baby care products that are 98% natural. The document discusses Johnson & Johnson's history and baby product line in India.
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How can a firm develop and establish an effective positioning in the market?
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This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
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The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
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The document discusses brand positioning and segmentation. It defines positioning as identifying the optimal location of a brand in the mind of consumers compared to competitors. Key steps are identifying the target customer, main competitors, similarities and differences to competitors. Segmentation involves dividing the market into homogeneous groups based on descriptive, behavioral, or other factors to better customize offerings. Criteria for effective segmentation include identifiability, size, accessibility, and profitability. The document also outlines steps for positioning a brand, including establishing a competitive frame of reference, choosing points of parity/difference, and updating positioning over time.
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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.
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This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Examples are given of positioning statements and how brands can differentiate themselves through points of difference and parity. The document also discusses how to convey a brand's category membership and ensure positioning claims are desirable, deliverable and address any negatively correlated attributes. It outlines strategies for product, personnel, channel and image differentiation and how marketing programs must be modified across a product's life cycle stages as the market evolves.
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Lecture 3 Brand Management
- 1. Brand Management PT MBA I year Trimester – 3 Lecture - 3
- 4. CBBE Pyramid Brand Salience Consumer- Brand Resonance Consumer Judgments Consumer Feelings Brand Performance Brand Imagery 4 Bond – Strong relationship 1 Broad Awareness 2 Differentiators 3 Emotional and Intellectual influence
- 5. Subdimensions of brand building blocks Salience Resonance Judgments Feelings Performance Imagery Loyalty Attachment Community Engagement Quality Credibility Consideration Superiority Warmth, Fun Excitement, Security, Social Approval, Self-Respect 4 Brand Relationships (WHAT About You AND ME?) 1 Brand Identity (WHO Are You?) 2 Brand Meaning (WHAT Are You?) 3 Brand Response (WHAT About You?) User Profiles Purchase and Usage Situations Personality & Values History, Heritage, & Experiences Brand Characteristics & Secondary Features Product Reliability, Durability & Serviceability Service Effectiveness, Efficiency, & Empathy Style and Design; Price Category Identification Needs Satisfied