SlideShare a Scribd company logo
1 of 25
Download to read offline
PRESENTED BY:-
1) Ritika Mayank 2) Neha Chadha
B.Comm (H) B.Comm (H)
Roll No. 1245 Roll No. 1848
Section “D” Section “D”
CONTENT
Introduction
to Branding
•Introduction
•Meaning
•Layers
•Success Mantra
•Functions
•Advantages
•Favorable Conditions to
Branding
•Strong vs Weak Brand
Digital Age
•Introduction
•Differences in Brand
Building environment
•7cs Framework
•Interactive Brand Building
Model
•Limitation Of Brand
Building
DEFINITION
A brand is the way a
business is
personified in the
mind of consumers.
A brand is a mixture
of tangible and
intangible attributes,
symbolized in a
trademark, which, if
properly managed,
creates influence and
generates value.
In simple terms a
brand is generally a
seller’s promise to
deliver a specific set
of features, benefits,
quality and services
to buyers.
MEANING
BRANDAttributes
Benefits
Values Culture
Personality
User
LAYERS OF BRAND
The Potential
Brand
The Augmented
Brand
The Basic Brand
Product/Services
SUCCESS MANTRA’S FOR BRANDS
A quality product/ service experience
First mover advantages
Unique Positioning concept
Strong communication Program
Time and consistency
FUNCTIONS OF BRANDING
Product Differentiation
Better Quality Of Goods
Competitive Advantage
Help Advertising
Consumer Protection
Ensure Band Loyalty
Goodwill of the firm
FUNCTIONS OF BRANDING
Guarantee
ADVANTAGES OF BRANDING
ADVANTAGES
FROM
MANUFACTURE’S
POINT OF VIEW
FROM
MIDDLEMAN’S
POINT OF VIEW
FROM
CONSUMER’S
POINT OF VIEW
From manufacture’s point of view :-
 Distinctiveness
 Market Segmentation
 Protection
 Promotion
 Wide Market
 Premium Pricing
 Distribution outlets
 Goodwill
 Competition
 Sales Record
 Brand Extension
 Ease Of Handling
 Promotion
 Higher Turnover
 Better Margins
 Least Effort
 Prestige
From Middlemen’s Point of view:-
From consumer’s Point of view:-
 Indication of sources
 Easy to shop
 Consistent Quality
 Uniform Price
 Psychological Satisfaction
 Packaging
CONDITIONS FAVORABLE TO BRANDING
 Product should be easy to label and identify
by brand or trademark.
 Product quality should be easy to maintain
 Brand should have an ability to stay relevant,
flexible and adaptable to changes
 Price offered should be competitive and
should give best value to the customer
 Demand should be strong enough so that the
market price can be set at a reasonable level
to make the branding effort profitable.
To be continue….
 The middle man should give extra incentive
to promote sale of the brand
 The marketer should get their brand
registered and seek legal protection against
the inappropriate usage of the brand
 Manufacturer should try to get favorable
shelf location to catch target customer
attention
 Huge demand should result in huge
production because of which the
organization should be able to enjoy
economics of scale, reduce cost per unit and
increase profitability
STRONG VS WEAK BRAND
STRONG BRAND WEAK BRAND
 Make clear promises
 Have rich, unique
brand equity
 Dependable
 Deliver Consistency
 Have a loyal franchise
 Enjoys goodwill and
prestige
 Make vague claims
 Have a general equity
level
 Spotty reputation
 Create doubts
 Little loyalty
 Hardly known
INTRODUCTION
 Internet provides opportunities for marketers
to reach out to wider audience and create
strong brand value
 Buyer and seller can interact through
internet
 An opportunity for company to create
compelling value propositions like never
before.
 Allow company to build one-to-one
relationship
 Allow company to improve customer services
in every condition
DIFFERENCES IN BRAND BUILDING ENVIROMENT
TRADITIONAL APPROACH ONE-TO-ONE APPROACH
 Monologue
 Public
 Mass
 Anonymous
 Adversarial
 Focused primarily on
one off transactions
 Remote research
 Manipulative,
”stimulus-response”
approach
 Standardized
 Dialogue
 Private
 Individual
 Named
 Collaborative
 Focused on
relationship building
 Intimate learning
 Genuine need driven,
service approach
 Customized
7C’S FRAMEWORK
The 7c’s framework was given to us by A.T Kearney
(2000)
The
7c’s
Communication Convenience
content
customizationcommunity
connectivity
Customer care
THE COMMUNITY HEXOGEN
Sense of
belonging
Identification
with brand
Awareness of
other like
minded users
Mutual benefits
of participation
Precisely
Tailored
content
Opportunity to
shape the
development of
website
Ability to
interact with
others on
website
THE INTERACTIVE BRAND- BUILDING MODEL
Attract
Engage
RetainLearn
Relate
LIMITATION OF BRAND BUILDING ON THE
INTERNET
 Does not have the penetration at par with
other promotional mediums
 Does not build relationship
 No real life interaction, no stimulate other
senses like taste, touch, smell
 No small quantities to sell
Brand ppt

More Related Content

What's hot

Introduction to Brand Management
Introduction to Brand ManagementIntroduction to Brand Management
Introduction to Brand ManagementSunny Bose
 
Intoduction To Brand Equity | Holistic Brand Strategy 2008
Intoduction To Brand Equity | Holistic Brand Strategy 2008Intoduction To Brand Equity | Holistic Brand Strategy 2008
Intoduction To Brand Equity | Holistic Brand Strategy 2008Patrick Collings
 
Branding and advertising
Branding and advertisingBranding and advertising
Branding and advertisingWomenBizSENSE
 
Segmentation, Targeting & Positioning Strategies.pptx
Segmentation, Targeting & Positioning Strategies.pptxSegmentation, Targeting & Positioning Strategies.pptx
Segmentation, Targeting & Positioning Strategies.pptxPawanBC1
 
Brand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity ModelBrand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity ModelNaheed Mir
 
Branding Concepts in Business to Business Markets
Branding Concepts in Business to Business MarketsBranding Concepts in Business to Business Markets
Branding Concepts in Business to Business MarketsArgha Ray
 
Brand Management
Brand Management Brand Management
Brand Management Anujith KR
 
Brand and its main attributes
Brand and its main attributesBrand and its main attributes
Brand and its main attributesLalit k
 
About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com speakerhead-com
 
Measuring Brand Value | Patrick Collings 2010
Measuring Brand Value | Patrick Collings 2010Measuring Brand Value | Patrick Collings 2010
Measuring Brand Value | Patrick Collings 2010Patrick Collings
 
The Power of Branding
The Power of BrandingThe Power of Branding
The Power of BrandingProphet
 
Brand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityBrand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityProject X Brand Lab
 
Chapter 9 Creating Brand Equity
Chapter 9 Creating Brand EquityChapter 9 Creating Brand Equity
Chapter 9 Creating Brand Equitydona_sia
 

What's hot (20)

Types of brand
Types of brandTypes of brand
Types of brand
 
Brand Building Processes
Brand Building ProcessesBrand Building Processes
Brand Building Processes
 
Introduction to Brand Management
Introduction to Brand ManagementIntroduction to Brand Management
Introduction to Brand Management
 
Intoduction To Brand Equity | Holistic Brand Strategy 2008
Intoduction To Brand Equity | Holistic Brand Strategy 2008Intoduction To Brand Equity | Holistic Brand Strategy 2008
Intoduction To Brand Equity | Holistic Brand Strategy 2008
 
Branding and advertising
Branding and advertisingBranding and advertising
Branding and advertising
 
Segmentation, Targeting & Positioning Strategies.pptx
Segmentation, Targeting & Positioning Strategies.pptxSegmentation, Targeting & Positioning Strategies.pptx
Segmentation, Targeting & Positioning Strategies.pptx
 
Brand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity ModelBrand equity and Keller’s Brand Equity Model
Brand equity and Keller’s Brand Equity Model
 
Branding Concepts in Business to Business Markets
Branding Concepts in Business to Business MarketsBranding Concepts in Business to Business Markets
Branding Concepts in Business to Business Markets
 
Power Brands
Power BrandsPower Brands
Power Brands
 
Brand Management
Brand Management Brand Management
Brand Management
 
Brand and its main attributes
Brand and its main attributesBrand and its main attributes
Brand and its main attributes
 
Brand positioning
Brand positioningBrand positioning
Brand positioning
 
About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com About Brand Management By Speakerhead.com
About Brand Management By Speakerhead.com
 
Measuring Brand Value | Patrick Collings 2010
Measuring Brand Value | Patrick Collings 2010Measuring Brand Value | Patrick Collings 2010
Measuring Brand Value | Patrick Collings 2010
 
The Power of Branding
The Power of BrandingThe Power of Branding
The Power of Branding
 
Power Brands
Power BrandsPower Brands
Power Brands
 
Brand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & IdentityBrand Strategy: Creating Value through Image & Identity
Brand Strategy: Creating Value through Image & Identity
 
Crafting The BRAND Positioning
Crafting The BRAND PositioningCrafting The BRAND Positioning
Crafting The BRAND Positioning
 
Brand Identity
Brand IdentityBrand Identity
Brand Identity
 
Chapter 9 Creating Brand Equity
Chapter 9 Creating Brand EquityChapter 9 Creating Brand Equity
Chapter 9 Creating Brand Equity
 

Similar to Brand ppt

Branding
BrandingBranding
BrandingIndira
 
Brand advertising
Brand advertisingBrand advertising
Brand advertisingdeewakar
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingbikram120
 
Management of a Retail brand
Management of a Retail brandManagement of a Retail brand
Management of a Retail brandNavin Raj Saroj
 
Chapter 6 Marketing Management
Chapter 6 Marketing ManagementChapter 6 Marketing Management
Chapter 6 Marketing ManagementPeleZain
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1Elina_Dutta
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1Elina_Dutta
 
Branding and advertising of financial services
Branding and advertising of financial servicesBranding and advertising of financial services
Branding and advertising of financial servicesAngle Angel
 
Building Brand Value Through Social Media
Building Brand Value Through Social Media Building Brand Value Through Social Media
Building Brand Value Through Social Media Diva Marketing (Blog)
 

Similar to Brand ppt (20)

Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis
Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean EnnisBranding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis
Branding for Small to Medium Sized Enterprises (SMEs) - Dr Sean Ennis
 
Branding
BrandingBranding
Branding
 
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
 
2013 navigate-managing your brand as an asset
2013 navigate-managing your brand as an asset2013 navigate-managing your brand as an asset
2013 navigate-managing your brand as an asset
 
Brand decision intro
Brand decision introBrand decision intro
Brand decision intro
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertisingDownloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
 
Brand advertising
Brand advertisingBrand advertising
Brand advertising
 
Branding101
Branding101Branding101
Branding101
 
Types of brand
Types of brandTypes of brand
Types of brand
 
branding presentation
branding presentationbranding presentation
branding presentation
 
Branding Presentation
Branding PresentationBranding Presentation
Branding Presentation
 
Management of a Retail brand
Management of a Retail brandManagement of a Retail brand
Management of a Retail brand
 
Chapter 6 Marketing Management
Chapter 6 Marketing ManagementChapter 6 Marketing Management
Chapter 6 Marketing Management
 
Branding
BrandingBranding
Branding
 
Creating Brand Equity
Creating Brand EquityCreating Brand Equity
Creating Brand Equity
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1
 
Battle for your mind rev 1
Battle for your mind  rev 1Battle for your mind  rev 1
Battle for your mind rev 1
 
Branding and advertising of financial services
Branding and advertising of financial servicesBranding and advertising of financial services
Branding and advertising of financial services
 
Building Brand Value Through Social Media
Building Brand Value Through Social Media Building Brand Value Through Social Media
Building Brand Value Through Social Media
 

More from Ritika Mayank

Accountancy (Insolvency)
Accountancy (Insolvency)Accountancy (Insolvency)
Accountancy (Insolvency)Ritika Mayank
 
Bluetooth (Information Technology)
Bluetooth (Information Technology)Bluetooth (Information Technology)
Bluetooth (Information Technology)Ritika Mayank
 
Human Resource Management
Human Resource ManagementHuman Resource Management
Human Resource ManagementRitika Mayank
 

More from Ritika Mayank (6)

Accountancy (Insolvency)
Accountancy (Insolvency)Accountancy (Insolvency)
Accountancy (Insolvency)
 
Bluetooth (Information Technology)
Bluetooth (Information Technology)Bluetooth (Information Technology)
Bluetooth (Information Technology)
 
Human Resource Management
Human Resource ManagementHuman Resource Management
Human Resource Management
 
Science and life
Science and lifeScience and life
Science and life
 
Street-children
 Street-children Street-children
Street-children
 
History dance ppt
History dance pptHistory dance ppt
History dance ppt
 

Recently uploaded

NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansNugget Global
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesDoe Paoro
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Lviv Startup Club
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Nihal Nishadul
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterJamesConcepcion7
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsIndiaMART InterMESH Limited
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreNZSG
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 
Interoperability and ecosystems: Assembling the industrial metaverse
Interoperability and ecosystems:  Assembling the industrial metaverseInteroperability and ecosystems:  Assembling the industrial metaverse
Interoperability and ecosystems: Assembling the industrial metaverseSiemens
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersPeter Horsten
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerAggregage
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfJamesConcepcion7
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckHajeJanKamps
 
Exploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your VicinityExploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your VicinityThe Spanish Group
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 

Recently uploaded (20)

NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors Data
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business Loans
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic Experiences
 
Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)Roman Kyslyi: Використання та побудова LLM агентів (UA)
Roman Kyslyi: Використання та побудова LLM агентів (UA)
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare Newsletter
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan Dynamics
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource Centre
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 
Interoperability and ecosystems: Assembling the industrial metaverse
Interoperability and ecosystems:  Assembling the industrial metaverseInteroperability and ecosystems:  Assembling the industrial metaverse
Interoperability and ecosystems: Assembling the industrial metaverse
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exporters
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon Harmer
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdf
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deck
 
Exploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your VicinityExploring Elite Translation Services in Your Vicinity
Exploring Elite Translation Services in Your Vicinity
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 

Brand ppt

  • 1.
  • 2. PRESENTED BY:- 1) Ritika Mayank 2) Neha Chadha B.Comm (H) B.Comm (H) Roll No. 1245 Roll No. 1848 Section “D” Section “D”
  • 3. CONTENT Introduction to Branding •Introduction •Meaning •Layers •Success Mantra •Functions •Advantages •Favorable Conditions to Branding •Strong vs Weak Brand Digital Age •Introduction •Differences in Brand Building environment •7cs Framework •Interactive Brand Building Model •Limitation Of Brand Building
  • 4.
  • 5. DEFINITION A brand is the way a business is personified in the mind of consumers. A brand is a mixture of tangible and intangible attributes, symbolized in a trademark, which, if properly managed, creates influence and generates value. In simple terms a brand is generally a seller’s promise to deliver a specific set of features, benefits, quality and services to buyers.
  • 7. LAYERS OF BRAND The Potential Brand The Augmented Brand The Basic Brand Product/Services
  • 8. SUCCESS MANTRA’S FOR BRANDS A quality product/ service experience First mover advantages Unique Positioning concept Strong communication Program Time and consistency
  • 9. FUNCTIONS OF BRANDING Product Differentiation Better Quality Of Goods Competitive Advantage Help Advertising
  • 10. Consumer Protection Ensure Band Loyalty Goodwill of the firm FUNCTIONS OF BRANDING Guarantee
  • 11. ADVANTAGES OF BRANDING ADVANTAGES FROM MANUFACTURE’S POINT OF VIEW FROM MIDDLEMAN’S POINT OF VIEW FROM CONSUMER’S POINT OF VIEW
  • 12. From manufacture’s point of view :-  Distinctiveness  Market Segmentation  Protection  Promotion  Wide Market  Premium Pricing  Distribution outlets  Goodwill  Competition  Sales Record  Brand Extension
  • 13.  Ease Of Handling  Promotion  Higher Turnover  Better Margins  Least Effort  Prestige From Middlemen’s Point of view:-
  • 14. From consumer’s Point of view:-  Indication of sources  Easy to shop  Consistent Quality  Uniform Price  Psychological Satisfaction  Packaging
  • 15. CONDITIONS FAVORABLE TO BRANDING  Product should be easy to label and identify by brand or trademark.  Product quality should be easy to maintain  Brand should have an ability to stay relevant, flexible and adaptable to changes  Price offered should be competitive and should give best value to the customer  Demand should be strong enough so that the market price can be set at a reasonable level to make the branding effort profitable.
  • 16. To be continue….  The middle man should give extra incentive to promote sale of the brand  The marketer should get their brand registered and seek legal protection against the inappropriate usage of the brand  Manufacturer should try to get favorable shelf location to catch target customer attention  Huge demand should result in huge production because of which the organization should be able to enjoy economics of scale, reduce cost per unit and increase profitability
  • 17. STRONG VS WEAK BRAND STRONG BRAND WEAK BRAND  Make clear promises  Have rich, unique brand equity  Dependable  Deliver Consistency  Have a loyal franchise  Enjoys goodwill and prestige  Make vague claims  Have a general equity level  Spotty reputation  Create doubts  Little loyalty  Hardly known
  • 18.
  • 19. INTRODUCTION  Internet provides opportunities for marketers to reach out to wider audience and create strong brand value  Buyer and seller can interact through internet  An opportunity for company to create compelling value propositions like never before.  Allow company to build one-to-one relationship  Allow company to improve customer services in every condition
  • 20. DIFFERENCES IN BRAND BUILDING ENVIROMENT TRADITIONAL APPROACH ONE-TO-ONE APPROACH  Monologue  Public  Mass  Anonymous  Adversarial  Focused primarily on one off transactions  Remote research  Manipulative, ”stimulus-response” approach  Standardized  Dialogue  Private  Individual  Named  Collaborative  Focused on relationship building  Intimate learning  Genuine need driven, service approach  Customized
  • 21. 7C’S FRAMEWORK The 7c’s framework was given to us by A.T Kearney (2000) The 7c’s Communication Convenience content customizationcommunity connectivity Customer care
  • 22. THE COMMUNITY HEXOGEN Sense of belonging Identification with brand Awareness of other like minded users Mutual benefits of participation Precisely Tailored content Opportunity to shape the development of website Ability to interact with others on website
  • 23. THE INTERACTIVE BRAND- BUILDING MODEL Attract Engage RetainLearn Relate
  • 24. LIMITATION OF BRAND BUILDING ON THE INTERNET  Does not have the penetration at par with other promotional mediums  Does not build relationship  No real life interaction, no stimulate other senses like taste, touch, smell  No small quantities to sell