P. 1
Branding

Branding

|Views: 542|Likes:
Published by Sujoy Biswas
BRANDING PPT
BRANDING PPT

More info:

Published by: Sujoy Biswas on Jul 27, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

06/01/2011

pdf

text

original

Branding

Brand: A name, sign, symbol or design, or a combination of them, used to identify the goods or services of one seller/group of sellers and to differentiate them from the competitors Some points:  Consumers perceive the same product differently depending on how it is branded  Past experiences develop brand perceptions  Brands simplify decision making and reduce risk

Branding
For companies:  They simplify product handling and tracing  Helps the company create differentiation  They offer protection for some unique aspects of their offering like trademarks, patents, et al  Brand loyalty can make customers willing to pay a higher price Branding: Endowing your products and services with the power of a brand

Branding
Brand Equity: It is the added value endowed to products and services with the power of the brand CustomerCustomer-based brand equity: The differential effect that brand knowledge has on customer response to the product Brand knowledge consists of all thoughts, feelings, images, experiences, beliefs, et al that become associated with the brand. All marketing investments can be considered as investments in brand knowledge as well. And investment has to be done wisely

Branding
Brand equity models:
1)

Brand asset evaluator: Four key components of brand equityequitya) Differentiation measures the degree to which the brand is seen as different from others b) Relevance measures the breadth of a brand·s appeal c) Esteem measures how well the brand is regarded and respected d) Knowledge measures how familiar and intimate customers are with the brand

Branding
2) Aaker Model: Brand equity is a set of five categories of brand assets and liabilities that add to or subtract from a brand: a) Brand loyalty b) Brand awareness c) Perceived quality d) Brand associations e) Other proprietary assets like trademarks, patents and channel relationships For self study: BRANDZ and Brand resonance

Branding
Building brand equity: Three main sets of drivers: 1) The initial choice of brand elements or identities making up the brand like logo, symbols, characters, spokespeople, slogans, jingles, packages, signage 2) Product, service and all related marketing activities 3) Other associations directly transferred to the brand by associating it to some other entity like person, place or thing

Branding
I) Brand elements: The trademarkable devices used to identify and differentiate the brand. Criteria for choosing brand elements goes thus: 1) Memorable 2) Meaningful 3) Likeability 4) Transferable 5) Adaptable (can it be changed)

Branding

Branding
II. Marketing activities: Customer has many brand contacts; defined as any information bearing experience that the customer has with the brand III. Secondary associations: Country, company, distribution channels, other brands, characters, spokespeople, events (through (through sponsorship), sponsorship), third party sources (through awards ) et al (through

Branding
Key branding decisions: 1) To brand or not to brand 2) Individual names like Lifebuoy, Lux, Pepsodent 3) Blanket family names like Tata, Reliance, etc. 4) Separate family names for all products like Wills, Maurya Sheraton, Bingo, Fiama Di Wills· et al 5) Company name along with individual product name like Suzuki WagonR, Suzuki SX4, Coca Cola and Coca Cola diet etc.

Branding
Brand extensions: Advantages areare1) Improve the chances of new product success 2) Reduce costs Disadvantages: 1) Brand dilution 2) If extension is not liked, harms the brand 3) Brand cannibalisation, which can also be preemptive

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->