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    AMar P SaVla
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    This document discusses brand management and key concepts related to brands. It defines what a brand is according to the AMA and lists advantages of branding such as easy identification, building a corporate image, and consumer preference. It discusses factors that determine brand equity like brand loyalty and perceived quality. The document also covers brand personality, fatigue, and extensions. It notes challenges of extensions such as potential customer confusion or dilution of the parent brand.

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    This document discusses brand management and key concepts related to brands. It defines what a brand is according to the AMA and lists advantages of branding such as easy identification, building a corporate image, and consumer preference. It discusses factors that determine brand equity like brand loyalty and perceived quality. The document also covers brand personality, fatigue, and extensions. It notes challenges of extensions such as potential customer confusion or dilution of the parent brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    36 views24 pages

    Brand Management

    Uploaded by

    AMar P SaVla
    This document discusses brand management and key concepts related to brands. It defines what a brand is according to the AMA and lists advantages of branding such as easy identification, building a corporate image, and consumer preference. It discusses factors that determine brand equity like brand loyalty and perceived quality. The document also covers brand personality, fatigue, and extensions. It notes challenges of extensions such as potential customer confusion or dilution of the parent brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 24

    BRAND MANAGEMENT

    By Amar Savla
    WHAT IS BRAND?
    • According to the American Marketing
    Association (AMA) a brand is defined as
    a name, term, sign, symbol, or design, or a
    combination of them, intended to identify
    the goods and services of one seller or
    group of sellers and to differntiate them
    from those of competition”.
    WHY PREFER BRANDS?
    BRAND MANAGEMENT
    CONCEPTS OF BRAND
    MANAGEMENT
    BRAND NAME
    CHARACTERISTICS OF BRAND
    NAME
    • Distinctive
    • Suggestive
    • Appropriate
    • Adaptable
    • Easy to remember
    • Registration
    ADVANTAGES OF BRANDING:
    1. Easy Identification
    2. Advertisement
    3. Builds corporate Image
    4. Market segmentation
    5. Consumer preference
    2. Logos & Symbols
    3. Universal Resource Locator (URL’s)
    4. Character
    5. Slogans
    6.Brand equity
    FACTORS DETERMINING
    BRAND EQUITY:
    • Brand loyalty
    • Brand awareness
    • Brand association
    • Perceived quality of brand
    • Other Proprietary brand
    assets
    BRAND PERSONALITY
    BRAND FATIGUE
    CAUSES OF BRAND FATIGUE:
    • Brand remains unchanged
    • Brand fails after initial acceptance
    • Less flexible according to the environment
    • Outdated benefits and qualities
    OVERCOMING BRAND FATIGUE
    • Increase acceptability of the product.
    • Use improved technology.
    • Extend the product line.
    • Offer incentives to dealer.
    • Introduction of sales promotion technique.
    9.Brand extension
    MANAGING MULTIPLE BRANDS
    • Single brand identity
    • Umbrella
    • Multi-brand categories
    • Family of names
    ADVANTAGES OF BRAND
    EXTENSIONS
    • Brand extensions can reduce the costs and
    risks
    • Brand extensions typically garner more shelf
    space
    • Brand extensions may require a lower
    advertising investment.
    • Brand extensions can boost the parent brand
    • Brand extensions reduce a company’s
    dependency
    DISADVANTAGES OF BRAND
    EXTENSIONS
    • Can confuse customers.
    • Can fail and hurt parent brand image.
    • Can succeed but cannibalize sales of parent brand.
    • Can succeed but diminish identification with any one
    category.
    • Can dilute brand meaning
    • Can cause the company to forgo the chance to
    develop a new brand.
    NIRMA- CASE
    STUDY
    CONCLUSION
    Thank you!!

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