Brand Management

WHAT IS A BRAND? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BRAND

BRAND VALUES ,[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],[object Object]

BUT, WHAT IS A GENUINE BRAND? “ The internalized sum of all impressions received by customers and consumers resulting in a distinctive position in their ‘ Mind’s Eye’ based on perceived emotional and functional benefits”. Relative Brand Distinction Commodities ----------- No diff. except price. Brand name ----------- Well known but similar. Brand ----------- Distinctive. Genuine brand ---------- Perceived by the consumer as unique.

A) Yesterday way to build a Brand F.R.E.D. Model ,[object Object],[object Object],[object Object],[object Object]

TODAY’S WAY TO BUILD A BRAND D.R.E.A.M Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WHAT IS BRANDING? ,[object Object],[object Object],[object Object],[object Object],BRAND ELEMENT ,[object Object],[object Object],What are they? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Criteria for choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object]

THE LOGIC OF BRANDING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BRAND MANAGEMENT PROCESS Mkt. Analysis Brand Situation Analysis Tgtg. Future Positions Testing New Offers Planning & Evaluating Performance

BRAND NAME ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WHAT THE BRAND NAME CAN DO? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TYPES OF NAMES ,[object Object],[object Object],[object Object]

CRITERIA FOR BRAND NAME SELECTION. ,[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],[object Object]

SIMPLE QUANTITVE RESEAECH FOR BRAND NAME ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SIMPLE QUALITATIVE RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BRAND REASONS ,[object Object],[object Object],[object Object]

RATIONAL REASONS a) Feature Based : ,[object Object],[object Object],[object Object],b) Attribute Based : ,[object Object],[object Object],[object Object],[object Object]

C) Benefit based : ,[object Object],[object Object],[object Object],[object Object],[object Object]

EMOTIONAL REASONS ,[object Object],[object Object],[object Object]

[object Object],[object Object]

BENEFIT LADDERING ,[object Object],Child can Grow All Ingredients Child needs Health Beverage with 23 vital Ingredients. Famous Mother Cricket Captain Strong Kid Success in Sports Physical Growth of kids Proud Mother IAS/ IIT/ Doctor Success in exams Mental growth of kids

Brand Strategies New Brands Multi brands Brand Extension Brand Expansion New Existing Product Category New Existing Brand Name Brand Name

Brand Management

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