What is a brand , and how does branding work
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A brand is one of the most valuable intangible assets of any firm. Branding is the process of creating a difference and establishing an image for a product or service in the minds of customers. This document discusses what a brand is, defines branding, examines the scope of branding, and explores how branding works to differentiate products and services in the marketplace.
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This document discusses different types of business buying situations and their implications for marketing. There are three main types of buying situations: straight rebuy, modified rebuy, and new task. Straight rebuy involves routine reordering from an approved supplier list. Modified rebuy involves wanting to change some aspect of an existing purchase. New task involves purchasing a product or service for the first time. The complexity and time needed for a purchasing decision depends on factors like the cost, risk, and number of people involved. The document also discusses systems buying, where a business buyer prefers to purchase a total solution from one seller, and system selling, where sellers adopt this approach as a marketing strategy.
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5-(IV)in what ways do consumers stray from rational decision process
5-(IV)in what ways do consumers stray from rational decision process
5-(III) how to consumers make purchasing decisions
5-(III) how to consumers make purchasing decisions
5-(I) how do consumer characteristics influene buying behaviour
5-(I) how do consumer characteristics influene buying behaviour
5-(II) major psychological processes influencing consumer responses
5-(II) major psychological processes influencing consumer responses
6.6)How do institutional buyers & government agencies do their buying?
6.6)How do institutional buyers & government agencies do their buying?
6.5)How can companies build strong relationships with business customers?
6.5)How can companies build strong relationships with business customers?
6.2)What buying situations do organizational buyers face?
6.2)What buying situations do organizational buyers face?
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- 2. What is a brand?
- 3. Brand – Most valuable intangible assets of any firm .
- 9. Branding
- 12. But how to create difference ?
- 16. Recap -What is a brand? -What is branding? -Scope of branding? -How does branding work?
- 17. These slides were created by Yovan Sethi, IIIT Allahabad, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com) Disclaimer