Marketing
For BANK PO/ MBA/BBA & other
Competitive Exams
Bajaj Coaching Center, Rohtak
Visit bcc2000.com for more
Informat...
BRAND MANAGEMENT
TABLE OF CONTENTS
• Brand .
• Brand Equity.
• Brand Challenges
a) Brand Decision
b) Brand Name Decision
c) Brand Strategy ...
WHAT IS BRAND?
A Brand is a name, term, sign, symbol or design or a
combination of them intended to identify the goods or
...
Brand can convey up to six levels of meaning:-
1) Attributes: A Brand brings to mind certain
attributes.
Example:- Mercedes
2) Benefits.
Example:- Mercedes
3) Values: The Brand also says something about
producer value.
Example:- BOOST,ACTIVE
4) Culture: The Brand may represent a
certain culture.
Example:- Himalaya
5) Personality: Brand projects a certain
personality.
6) User: The brand suggest the kinds of the
consumers who buys or uses the product.
Example:- Scooty Pep
Bajaj Coaching Ce...
Brand Equity
It is the positive differential effect that a known
brand name has on customer response to the
product or ser...
Branding Challenges
The key decisions are:-
Branding Decision:- To brand or not to brand
Brand Name Decision
There are four strategies available:-
1) Individual Names.
2) Blanket Family name
3) Separate Family N...
Individual Names:- Company can use this policy
because if product fails or appear to have low
quality, the company's name ...
Blanket Family Name:-
Company can use this policy because development
cost is less.
Example:- Bajaj , Godrej , Kissan,
Separate Family Name:- Where a company
produce quite different product, it is not desirable to
use one blanket family name...
Company Trade Name Combine with
Individual Product Name
Example:- Maruti, Kelloggs, J&J.
Brand Strategy Decision:- A company has five
choices when it comes to Brand strategy.
The company can introduce:-
1) Line ...
Line Extension:- Line extension consist of
introducing additional items in the same product
category and the same brand na...
Brand Extension:- A company may use its existing
brand name to launch new products in other
categories.also called image r...
UNRELATED EXTENSION
• WIPRO FROM OIL TO COMPUTER
• ITC sunfeast
• Taj hotels TATA
Bajaj Coaching Center
Multi Brands :- A company will often introduce
additional brands in the same product category.
Example:- H UL Soaps
Co Brands:- When two or more well known brands
combined in an offer. Co branding take variety of forms:-
1) Ingredient Co ...
2) Joint Venture Co Branding
Example:-Sony Ericsson
Brand Repositioning:- However well a brand is currently
positioned , the company may have to reposition it later
when faci...
THANK U !!!!!
&
ANY QUERIES ????
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Brand mgmt ppt- FROM BAJAJ COACHING CLASS ROKTAK

  1. 1. Marketing For BANK PO/ MBA/BBA & other Competitive Exams Bajaj Coaching Center, Rohtak Visit bcc2000.com for more Information.
  2. 2. BRAND MANAGEMENT
  3. 3. TABLE OF CONTENTS • Brand . • Brand Equity. • Brand Challenges a) Brand Decision b) Brand Name Decision c) Brand Strategy Decision d) Brand Repositioning  Conclusion Bajaj Coaching Center
  4. 4. WHAT IS BRAND? A Brand is a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Examples:-
  5. 5. Brand can convey up to six levels of meaning:- 1) Attributes: A Brand brings to mind certain attributes. Example:- Mercedes
  6. 6. 2) Benefits. Example:- Mercedes
  7. 7. 3) Values: The Brand also says something about producer value. Example:- BOOST,ACTIVE
  8. 8. 4) Culture: The Brand may represent a certain culture. Example:- Himalaya
  9. 9. 5) Personality: Brand projects a certain personality.
  10. 10. 6) User: The brand suggest the kinds of the consumers who buys or uses the product. Example:- Scooty Pep Bajaj Coaching Center
  11. 11. Brand Equity It is the positive differential effect that a known brand name has on customer response to the product or service. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Example:- IBM
  12. 12. Branding Challenges The key decisions are:- Branding Decision:- To brand or not to brand
  13. 13. Brand Name Decision There are four strategies available:- 1) Individual Names. 2) Blanket Family name 3) Separate Family Name. 4) Company Trade Name Combined with Individual Product Name. Bajaj Coaching Center
  14. 14. Individual Names:- Company can use this policy because if product fails or appear to have low quality, the company's name or image is not hurt. Example:- H UL,P&G
  15. 15. Blanket Family Name:- Company can use this policy because development cost is less. Example:- Bajaj , Godrej , Kissan,
  16. 16. Separate Family Name:- Where a company produce quite different product, it is not desirable to use one blanket family name. Example:- ADITYA BIRLA GROUP HINDALCO FOR ALUMINIUM, ULTRA TECH FOR CEMENT GRASIM FOR SUITIGS IDEA
  17. 17. Company Trade Name Combine with Individual Product Name Example:- Maruti, Kelloggs, J&J.
  18. 18. Brand Strategy Decision:- A company has five choices when it comes to Brand strategy. The company can introduce:- 1) Line extensions. 2) Brand extensions. 3) Multi Brands. 4) Co Brands Bajaj Coaching Center
  19. 19. Line Extension:- Line extension consist of introducing additional items in the same product category and the same brand name ,such as New Flavors , Forms , Colors , Added Ingredients and Package Size. Example: , Lux , Hajmola ,maggie,colgate gel,fair and lovely, google
  20. 20. Brand Extension:- A company may use its existing brand name to launch new products in other categories.also called image related brand extension Example:- BAJAJ,dettol
  21. 21. UNRELATED EXTENSION • WIPRO FROM OIL TO COMPUTER • ITC sunfeast • Taj hotels TATA Bajaj Coaching Center
  22. 22. Multi Brands :- A company will often introduce additional brands in the same product category. Example:- H UL Soaps
  23. 23. Co Brands:- When two or more well known brands combined in an offer. Co branding take variety of forms:- 1) Ingredient Co branding Example:- COMPAQ Computers
  24. 24. 2) Joint Venture Co Branding Example:-Sony Ericsson
  25. 25. Brand Repositioning:- However well a brand is currently positioned , the company may have to reposition it later when facing new competitors or changing customers preferences. Example:- Lifebouy ,MOOV,CLINIC PLUS,BOURNVITA,BANK OF BARODA,BAJAJ
  26. 26. THANK U !!!!! & ANY QUERIES ????

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