Brand Management

1. Branding in Nepal
Dr. Gopal Thapa
Tribhuvan university
Email: thapazee@gmail.com
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2. Some Brands
• Krishna Pauroti
• Bishal Bajar
• Nebico
• Nepal Commerce Campus
• Shahker Dev Campus
• Merina Impex
• Yahoo
• Google
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3. Some brands
• Lux
• Liril
• Lifebouy
• Complan
• Horlicks
• Hero honda
• Bajaj pulser
• Tata
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4. Let’s Imagine….
• Dr. Upendra Devkota riding VR bike
• Dr. Bhagawan Koirala with Bullet
• Your campus chief with hip-hop fashion
• Niraj Baral with daura suruwal
• Obama family in Nepali Dress
• Baburam Bhattarai with Mustang
• Former king Gyanendara in half pant
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5. Strategic decision
• Branding
• Or not branding
• Why branding?
• Why not branding?
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6. If branding…
• Types of branding
• Brand name
• Brand mark
• Trademark
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7. Brand
• What? (Name, term……)
• Why? (Identification)
• How? (Differentiation)
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8. Brand Equity
• Creation of brand equity
• Maintaining brand equity
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9. The brand name may account for more than
half of the brand value on the balance sheet.
Almost 70% of the market capitalization of such brands as Nike and Prada lie in its
intangibles, especially the brand.
The former chairman of Quaker Oats said: “If the business were split up, I would
take the brands, trademarks, and goodwill, and you could have all the bricks and
mortar—and I would fare better than you.”
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10. Gopal Thapa (only for My BBA Students)

11. Your Brand Needs to
Own a Word
• Mercedes - engineering
• BMW - driving
• Disney - family fun entertainment
• FedEx - overnight
• Wal-Mart - low prices/good values
• Hallmark - caring
• Nike - performance
• 3M - innovation
• Starbuck - best place to meet
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12. Lets define brands in single word
• Close up – freshness
• Pepsodent – strength
• Lux – beauty
• Lifebouy- health
• Liril – freshness
• Dettol – protection
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13. A Brand Must be More Than a Name
• A brand must trigger words or associations
(features and benefits).
• A brand should depict a process (Amazon).
• A great brand triggers emotions (close up).
• A great brand represents a promise of value
(Apple).
• The ultimate brand builders are your employees and
operation (UPS).
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14. Successful Brand Positioning
• Complan
• Boost
• Horlicks
• Hatti chhap
• Goldstar
• Kathmandu University
• Dabur
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15. Some
Branding strategies
• Tata
• Bajaj
• Dabur
• Bata
• Khukuri
• Surya
• Shikher
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16. Some Brand Mantras
• Nike
• Nepal Bank Limited
• Agricultural Development Bank
• Nabil Bank Limited
• Sunrise Bank Limited
• Kantipur FM
• Star FM
• Classic FM
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17. Some Brand Mantras
• Nokia
• United Telecom
• Nepal Telecom
• Nepal Television
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18. Some Brand Extension
• Apex College
• Hero Honda
• Yamaha
• Bajaj
• Philips
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19. Brand Updating
• Dabur
• Horlicks
• Cocacola
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20. Some Branding Facts
• Bata
• Yahoo
• Taurus
• Merina Impex
• Nirma
• Nam k ho?
• Alpenlibe
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21. Some Brand Failures
• New coke
• Soyamilk
• Tortiya
• Hijo Ajaka kura
• TU BBA/BIM
• Miho
• Fewa
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22. •???????????
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23. Thank You
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