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Abhishek Pandey
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BRANDS
Brand Kya Hota Hai? ,[object Object],[object Object],[object Object]
Brand ki zaroorat kya thi? ,[object Object],[object Object],[object Object],[object Object]
Ek Friday. Doh Filmein! ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand has… ,[object Object],[object Object],[object Object],[object Object]
Consumer: Value Maximiser ,[object Object],[object Object],[object Object],[object Object]
Brand Value… MEANS OF IDENTIFICATION PROMISE RISK REDUCTION IMAGE DRIVER CONVENIENCE
Kya brand ho sakta hai? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brands kya reality mein better hote hain? ,[object Object],[object Object],[object Object],[object Object]
Sounds easy! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity Concept & Its Importance
The Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MANTRA #1 ,[object Object],[object Object],[object Object],[object Object]
Mantra #2 ,[object Object],[object Object],[object Object],[object Object]
What is Brand Equity? ,[object Object]
Components of Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object]
Awareness: Name & Symbols ,[object Object],[object Object],[object Object],[object Object]
Brand Associations ,[object Object],[object Object],[object Object]
Perceived Quality ,[object Object],[object Object],[object Object],[object Object]
Brand Loyalty ,[object Object],[object Object],[object Object],[object Object]
Other Proprietary Assets ,[object Object],[object Object],[object Object]
CBBE Consumer Based Brand Equity
Case for Building a Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Million Dollar Questions ,[object Object],[object Object]
The 4 Fundamental Questions ,[object Object],[object Object],[object Object],[object Object]
Brand Awareness ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Knowledge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Attitude ,[object Object],[object Object],[object Object]
Brand Attitude ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Attitude ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object]
Term Project: Phase I ,[object Object],[object Object],[object Object],[object Object]
CBBE for Amazon Books, Music & Videos BRAND AWARENESS Conv., Variety, Low Prices For Every Internet User BRAND KNOWLEDGE Good Value / Credibility Smart Shopper BRAND ATTITUDE Loyalty, Community, Engagement BRAND RELATION
Declining Brands
Defying Newton
What is a declining brand? ,[object Object]
Top 10 Reasons for Declining of Brands
Cause #1 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #5 ,[object Object],[object Object],[object Object],[object Object]
Cause #6 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #7 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #8 ,[object Object],[object Object],[object Object],[object Object]
Cause #9 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cause #10 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise: Failed Indian Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Revitalising the Brand
Why revitalise? ,[object Object],[object Object],[object Object],[object Object]
Ways to Revitalise
#1: Increase Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#1: Increase Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#2: Finding New Uses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#3: Entering New Markets ,[object Object],[object Object],[object Object]
#4: Repositioning the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
#5: Augmenting the Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#6: Obsoleting Existing Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
#7: Extending the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What if nothing works?
Option #1: Milking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Option #2: Divestment or Liquidation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Extensions Why? When? How?
What is a Brand Extension? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Brand Extensions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Brand Extensions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do consumers evaluate? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How much to extend? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Moving Down ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Moving Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Risks in Extension ,[object Object],[object Object],[object Object],[object Object]
Extensions in Portfolio ,[object Object],[object Object],[object Object],[object Object]
Key Questions ,[object Object],[object Object],[object Object],[object Object],[object Object]

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