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Brand Name and Brand Management

Brand Name and Brand Management

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Published by Niharika Jaiswal

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Published by: Niharika Jaiswal on Mar 16, 2010
Copyright:Attribution Non-commercial


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Advertising and Sales Promotion

Brand Name
‡ Brand as risk minimiser ‡ Strategic Brand Management Process

Brand Identity
A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. Brand Identity Brand Image

1) create a self-expressive benefit that becomes a vehicle for customers to express their own personalities; 2) form the basis of a relationship between customers and the brand (in the same way human personalities affect relationships between people 3) help communicate a product attribute and thus, contribute to a functional benefit.

David A. Aaker s Contribution
A product-related attribute can create a value proposition by offering something extra like features or services, or by offering something better.

‡ ‡ ‡ ‡

Brand as a Product Brand as an Organization Brand as a person Brand as a symbol

Core Identity vs Extended Identity

a drive for quality and concern for the environment are created by the people, culture, values and programs of the company.

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