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20130309brandmanagementchapter3iba45e-130323133801-phpapp01

20130309brandmanagementchapter3iba45e-130323133801-phpapp01

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Published by Zahidur Reza
20130309brandmanagementchapter3iba45e-130323133801-phpapp01
20130309brandmanagementchapter3iba45e-130323133801-phpapp01

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Published by: Zahidur Reza on Jul 03, 2013
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07/03/2013

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Brand Management

Session 3: Brand Development Process
Zeeshan Kingshuk Huq Guest Faculty zeeshan.huq@gmail.com

Quick Re-cap §  Brand is a promise §  Product is the system of delivering this promise §  Advertisement proposes and makes you believe this delivery of promise §  Brands build companies §  Brand Equity Consists of   Loyalty   Awareness   Perceived Quality   Association / Value §  Brand Manager à the sole responsible for the brand 2 3/13/13/ZKH .

BRAND DEVELOPMENT 3 3/13/13/ZKH .

or a Brand? 4 3/13/13/ZKH .Chicken or Egg? § What comes first: a Product.

Remember: Brand Position Statement §  Brand Name §  Brand Consumer Benefit §  Brand Personality §  Product / Range / Description §  Major Competitors §  Target Consumers §  Reasons to Believe the Benefit §  Packaging §  Advertising Property 5 3/13/13/ZKH .

position it.  Choose a Product that you want to brand. Make a product / offer. 2. position it.  Choose an idea that you want to brand. Name it. make a launch plan. sell it to us. CLASS ASSIGNMENT (GROUP) 6 3/13/13/ZKH .1.

The New Brand Development Process §  Opportunity Identification and Selection §  Concept Generation §  Concept Evaluation §  Development §  Launch 7 3/13/13/ZKH .

QUESTIONS AND ANSWERS 8 3/13/13/ZKH .

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