BRAND MANAGEMENT

TERMS RELATED TO BRAND

BRAND EQUITEY
BRAND POSITIONING
BRAND EXTENSIONS
BRAND ASSOCIATIONS
BRAND COMMUNICATING
 BRAND ASSOCIATION
NIKE – SPORTS
VODAFONE- OFFICIAL SPONSER OF
ENGLANDTEAM
ING- RACING
 WHAT MAKES A BRAND
IT must be clear want they want to say
IT must appeal both emotional as well
as rational.
 Brands under threat
competition
brand extension
educated customers
Examples of successful branding
Ingredient branding- mrf
corporate - RELIANCE, TATA,
NEWS PAPERS- TIMES OF INDIA
 BRAND POSITIONING
SELECTION OF BRAND IDENTITY
ON THE BASIS OF PRICE
ON THE BASIS OF ATTRIBUTES
 BRAND EQUITY
BRAND ASSOCIATIONS
BRAND LOYALTY
PERCEIVED QUALITY
MEASURING BRAND EQUITY
SALES
MARKET SHARE
 BRAND EXTENSIONS
LIKE MANY BUSINESS PLAYERS LIKE
AMBANI, UB GROUP
BRAND COMMUNICATION
ADVERTISING
SALES PROMOTION
DIRECT MARKETING
PERSONAL SELLING