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.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
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.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
This is a powerpoint presentation designed to be used in a Business Class. The focus of this presentation is on a Target Market and How to determine a Target Market. This presentation was desinged for educational purposes.
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.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
This is a powerpoint presentation designed to be used in a Business Class. The focus of this presentation is on a Target Market and How to determine a Target Market. This presentation was desinged for educational purposes.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
this slideshow deals quickly with 3 ideas (1) knowing your brand's reflection is an important piece of brand identity (2) your consumer touch points often signal that reflection and (3) marketers often mistake the target for the consumer's desired reflection
source: kapferer
In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics.
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This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Building a great Brand, beyond understanding the target Consumer, his/her environment, fears, and aspirations. requires a deep understanding of the competitive set, positioning and how the interplay market forces and social trends affect the Brand. This presentation attempts a basic understanding of concepts and contexts on the route to building great Brands.
Brand Management, Brand, terms use in brand management, marketing, strategies, new challenges, new strategies, 2022 marketing strategies and Pharmaceutical Marketing etc.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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2. Lecture Objectives
• To look at branding and the role it plays in a business
• To discuss the benefits of branding
• To consider how brands are built
• To understand brand image, personality and values
• To look at Brand Stretching and Brand Extension
• Consider how a business uses brand protection
• To understand the different brand management issues a business
might face
3. What is Branding?
• “A name, term, design, symbol, or any other feature that
identifies one seller’s good or service as distinct from
those of other sellers”
Yeshin
• “Branding is offering a distinctive product created by use
of a name, symbol, design, packaging or some
combination of these, intended to differentiate from it’s
competitors.”
Jobber and Fahy
4. The Role of the Brand
•
•
•
•
Helps sustain and develop the product or business
Helps consumers to distinguish products
Represents commercial value to the company
Buzzell and Gale (1987) – strong brands achieve
significantly more profit than their weaker counterparts –
this shows the significance of developing a strong brand
5. What makes a Brand?
Differential
advantage
Identifiable
Emotional
Appeal
Sustainable
Brand
Generating
Value
Perceived
Value
Distinctive
image
Sustaining in
Competition
6. Benefits of Branding
• Company Value
• Consumer preference and loyalty
• Barrier to Competition
• High profits
• Base for brand extensions
7. Integrity of a Brand
Product Packaging
Product A
Product B
Company
Websites
Logo
Advertisements
• A brand is a promise to achieve certain results, deliver a certain
experience, or act in a certain way
9. Building Brands
– Brand Name
Brand name strategies
Family
brand
names
Individual
brand
names
Combination
brand
names
E.g. Cadbury
E.g. Pringles
E.g. Kellogg’ s Corn Flakes
11. Building Brands
- Developing Brands
1. Customer focus, from start of planning
2. Champions of the brand, companies really need to be
leaders in their field
3. Capability, in terms of the organisation and resources
4. Common practices and policies
5. Consciousness of brand issues guiding everyday
activities
6. Consistency of message
Brandt and Johnson (1997)
12. Brand image
• Functional and emotional values of a product
• How brand is perceived in the consumers’ minds and
meets their expectations
• Creates a clear identity for the product
• Differentiates the product
• Brand identity is communicated/sent by the marketer
while brand image is perceived/received by the
consumer
13. Brand Personality
• The total impression created in the consumer’s mind by
a brand and all its associations – functional and nonfunctional
• A set of human characteristics associated with a brand
• It reflects people’s feelings and emotions about a brand
and the way those brands transmit those feelings back to
them
14. Identifying and Building
Brand Values
• Interacting with marketing communications
• Values and expectations of the brand need to be
clearly identified and portrayed through
advertising
• Brand position is considered – perceptual map
• Market research to explore consumer
expectations
• What is the personality of the product?
15. Brand Extension
• Established brand name on a new brand within
a broad market
• Capitalise on brand awareness
• Example Dove Soap
16. Brand Stretching
• Established brand name is used for brands in unrelated
markets
• Distributers may perceive there is less risk with a new
product if it carries a familiar brand name
• Customers will associate the quality of the established
brand name with the new product
• The new product will attract quicker customer awareness
• Promotional launch costs (particularly advertising) are
likely to be substantially lower
• Example Virgin
17. Brand Protection
• If positive values associated with a brand are
strong it will enable the owner to overcome
major problems with product quality.
• A positive approach needs to be taken in dealing
with product issues in order to protect brand –
PR and Advertising.
18. Brand Management
Issues
• Manufacturer brands versus own-label brands
• Brand Extension and Stretching
• Pan–European and global branding
• Brand dilution
• http://www.youtube.com/watch?v=ga_c2el-_lM
19. Summary
• The role of a brand is to sustain and develop the product
or business
• Branding offers benefits to consumers, manufacturers
and retailers
• The key aspects involved in building brands include
brand name and developing and positioning the brand
• The key issues involved in brand management include
challenges presented by own-label brands, brand
extension decisions, pan-European and global branding
Editor's Notes
Branding helps a company to distinguish it’s product offerings from competitionBranding allows customers to associate with the brand and its products and can ease the purchase decision
companies can rely on their brand identity – this can give them longevity in the market place Makes it easier for the consumer in their purchase decisions – they might have string connections with certain brandsBrand Values are very beneficial to a company – can create barriers to competition – can contribute towards being a profitable business.Buzzel and Gale – a strong brand can result in a greater profit – this may be because consumers are willing to pay premium prices for the more popular brands. Examples of strong brands – Apple – Coca –Cola, BMW.
A brand can help differentiate a company from its competitors – it can also create a USP for its products giving consumers more reason to buy them.A brand can contribute towards the sustainability of a company and result in longevity.A strong brand adds value to the company and can have many benefits to it and its consumers.A strong brand creates a distinctive image which sets it apart from its competitors.A strong brand can enable a company to compete in the market place. Generates value in many ways – to the consumer but also to the company profitablyThe brand can create an emotional connection with the consumers and the company – can result in brand loyalty.A brand makes a company or product easy to identify amongst its competition.
Creates company value which will result in longevity and profits. – differentiates the productHelps the company to reach its target audience and create a strong loyal customer base. enabled customers to understand features and benefits of the products. - helps consumers to decide between alternative products - Creates an interest and a connection to the brand or the product.A strong brand creates a barrier to competition and to new entrants in the market place.If the brand is strong and creates an emotional appeal towards its consumers then this can result in high profits – maybe premium pricing as well.Creating a strong brand might allow the company to enter other markets – even if they are not known in that particular market the strong brand name will allow them to be recognised
The brand must be communicated to the consumer through all offeringsThe brand must be fully integrated into the company – through its website, logo, ads, products – the message must be clear to the consumer.Through branding a company is making a promise to the customer to deliver them a certain experience.
Diet coke will make them feel a certain way. Strong packaging-easily recognisable. Delivers a certain experience. Promises to achieve a certain result.This branding is used throughout the diet coke campaigns and is easily recognisable.
Family Brand Names:Eg CadburyGoodwill attached to the family brand name benefits the companyIndividual brand name:Does not identify a brand with a particular companyEgpringles – proctor and gamble product. Each brand requires a different identityCombination brand names:EgKellogsCornFlakesCapitalises on the reputation of the company while allowing the individual brands to be distinguished and identified.
Brand Domain – the brands target market, where it competes in the market placeBrand Heritage – the background to the brand and its culture. How it has achieved its success.Brand value – The core values and characteristics if the brand.Brand assets – what makes the brand distinctive from competing brands.Brand personality – the character of the brand described in terms of other entities eg people, animals or objects. - celebrity endorsements can be used for this.Brand reflection – how the brand relates to self-identity, how the customer perceives themselves as a result of buying the brand.
Brandt and Johnson suggested a set of guidelines for building a successful brand and managing the brand.
Brand image can enable a company to portray its functional or emotional values – communicate personally with the consumer.Brand image is all about how the brand is perceived by the customer – what does the brand say to them?Creates a clear identity and differentiates the product from competition.Brand image is what is perceived by the consumer – the message they receive about a brand
Brand personality are the brands characteristics – these can be humanised. It’s all about feelings and emotions.Example of google chrome – dear hollie – emotional and consumers can connect with the brand – the brand has characteristics that we can relate to.
Brand values must be integrated fully into the organisation – starting with marketing comms.The brand values need to be clear in advertising and marketing activity – they need to be consistent.The values can be created through the positioning of the brand.It’s important to consider the customer when building brand values – what do they want from a brand?Brand values take the brand personality into account as well
Brand extension – the use of an established brand name on a new brand within the same broad market – eg dove soap brand had been extended into shower gels, deoderants etc.Companies do this so they can capitalise on brand awareness.Good example is dove
Brand Stretching – When an established brand name is used for brands in unrelated markets Less risk of launching a new product if it has a strong brand name to support it.Customers are used to the brand and its values therefore are more comfortable buying the products even if they were in different markets.Less promotional costs as brand is already well established and customer has awareness alreadyExample virgin – travel, money, music, tv
Some companies can rely on the strong brand name to rescue them if problems occurProblems and issues however can affect the strength of the brand and damage its reputation therefore companies must have other contingency plans.
Manufacturers brands are created by producers and bear their own chosen brand names. The responsibility for marketing the brand lies in the hands of the producer. Own brands are created and owned by distributors. Sometimes the entire product mix of a distributor may be own-labelOwn brands can provide consistent high value for the customer and be a source of retail power therefore can compete with manufacturer brands.Brand extension – the use of an established brand name on a new brand within the same broad market – eg dove soap brand had been extended into shower gels, deoderants etc.Brand Stretching – When an established brand name is used for brands in unrelated markets – eg celebrities do this often – Jennifer Lopez – perfume, clothes, accessories.Pan European – successfully penetrated the european market. Versus Global penetrationPenetrating both markets results in benefits such as economies of scale. However national differences may make it difficult to enter other markets.