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Viewing Brands in Multiple Dimensions (1)

Viewing Brands in Multiple Dimensions (1)

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Published by Ankit Bajaj
Viewing Brands in Multiple Dimensions
Viewing Brands in Multiple Dimensions

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Published by: Ankit Bajaj on Oct 18, 2013
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10/18/2013

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VIEWING BRANDS IN MULTIPLE DIMENSIONS

Group 01 Aniruddha Halder Ankit Bajaj Aanchal Saxena Raj Rishi Purohit Rajarshi Roy Tushar Rhode

BRAND MANAGEMENT FAILURE • Daewoo rebranding with Chevrolet Badge(UK) • Falling sales and subsequent resignation of Chief Executive of GM’s Operations • Nestle KitKat’s failure with brand extension • 18% Reduction in UK sales in two years Lack of understanding of Brand manifold by Managers can lead to failure .

consumption and competition .HEART OF THE PROBLEM • Brands • • • • • Create identities Loyalty Repeat Purchases Ease in introduction of new products Enhanced Financials • Problems • Marketing Myopia • Managers use brand as a tool for short term objectives • Risks posed by technology.

suppliers.third party.REVISITING THE BROADER IMPLICATIONS OF BRAND Gap between market capitalization and net book value has increased due to importance of intangible assets like “BRAND” Brand Communication-Information from company .e internal and external communications and embodiments .channels. consumers Stakeholders perception about the brand depend both on mediated perceptions and on direct experience i. customers and other stakeholders Brand embodiments-Brand as experienced through products.

THREE WORLDS HYPOTHESISKARL POPPER .

REFINING BRAND EQUITY: KEY DIMENSIONS NUANCED VIEW OF BRAND .

Coke .A TYPOLOGY OF EXCHANGE VALUES Cheap wines Ferrari Microsoft.

EXPLORING THE BRAND MANIFOLD Porsche GM Hummer BMW Mini Ford Mustang .

THANK YOU .

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