presentation of BRAND---BY SUMIT MUKHERJEE

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BRAND----what is brand, history , elements, etc......most important and HIGHLY CLAIMED AND APPRECIATED....by sumit mukherjee

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presentation of BRAND---BY SUMIT MUKHERJEE

  1. 1. PRESENTED BY : - SUMIT MUKHERJEE & AMIT ROY
  2. 2. Water + Sugar + Fizz (put it into a bottle) = Costs less than Rs 3 WRITE COCA-COLA ON THEbottle AND YOU CAN CHARGE Rs 30
  3. 3. Take cheap fabric (the cheapest) makepants using a 100 year old design = production cost Rs 250 PUT THE NAME LEVI’S ON THESEORDINARY PANTS : AND CHARGE Rs 2000 (no problem)
  4. 4. That is BRAND POWER…
  5. 5. STARTED IN 1300 BC – POTTER’S marks were used in POTTERY in CHINA, GREECE, ROME and INDIA. (identification of ownership and quality)H 1200’s – PRINTERS used WATERMARKS. GOLDSMITHS AND BREADMAKERS put their marks on goods.I Later- SPIRIT makers also marked to indicate the origins of liquor. 1600-1800 – CRIMINALS and SLAVES were brandedS 1800 (LATER)- PATENT MEDICINES and TOBACCO branded their productsT MID 1800 – P & G started branding the consumer productsO 1950’s – BRAND PERSONALITYR 1980’S – BRAND EQUITY LATER 1990’S – BRANDING EMERGED AS A SIGIFICANT AREA OF EMPHASIS.Y
  6. 6. Before answering the question what is a BRANDLets define what is not a BRAND
  7. 7. FIRST A brand is not a LOGO
  8. 8. SECONDA brand is not an identity.
  9. 9. FINALLYA brand is not a product.
  10. 10. So what exactly is a brand?
  11. 11. A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.
  12. 12. It’s a GUT FEELING because people are emotional, intuitive beings.It’s a PERSON’S gut feeling, because brands are definedby individuals, not companies, markets, or publics.
  13. 13. In other words…
  14. 14. IT’S NOT WHAT YOU SAY IT IS.
  15. 15. IT’S WHAT THEY SAY IT IS.
  16. 16. What is a BRAND? What is ...a set of mental associations, held by the consumer, which add to the perceived value of a product or service.” -Kevin Lane Keller(1998)
  17. 17. What is a BRAND? “A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying” - Richard Branson
  18. 18. What is a BRAND? “Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, Benetton protests. … Brands are not nouns but verbs.” Jean-Marie Dru, Disruption
  19. 19. WHY IS BRANDING SO HOT?1.People have too many choices and too little time 2.Most offerings have similar quality and features3.We tend to base our buying choices on trust
  20. 20. What do brands do?They remind us of a past product/service experience.They communicate how we seeourselves.Brands are fantasy.
  21. 21. What do brands do?
  22. 22. A GREAT NAME deserves GREAT GRAPHICS.
  23. 23. NEWSLOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS ! FLASH!
  24. 24. An ICON is a name and visual symbolthat suggests a market position.
  25. 25. EXAMPLE:CBS- The network for “eye-popping” television.
  26. 26. An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.
  27. 27. EXAMPLE:VODAFONE: The “self-expression” cellular service.
  28. 28. Elements of BRANDDistinguish the product from competitive brandsNegative or offensive references should be avoidedMemorable and easy to pronounceEasy to say, spell and pronounceIt should allude to the product
  29. 29. Evoke positive mental imageEvoke positive emotional reactionBe unique Possibly, translate well inother languages tooSimpleSound appropriate
  30. 30. It is possible to brand everythingA physical good (Nestle soup, Pantene shampoo or Maruti SwiftA service (Kingfisher Airlines, TATA AIG medical insurance),A store (Big Bazaar, BATA stores),A place (The state of Kerala),An event ( Mela)A person (Shahrukh Khan, Sachin Tendulkar, Tiger Woods, Roger Federer)An organization (UNICEF or BCCI)
  31. 31. Brands are like people.
  32. 32. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
  33. 33. WHY CAN’T BRANDS?

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