A

Presentation
on
What are Brands good for?
Submitted to: Prepared By:
Prof. Naresh Patel Mrugesh Panchal
Hiren Sonara
Jigar Sharma
Zuber Vahora
 Attract consumers
 Reduce their perceiced risks
 Make it easier to make a purchase decision
 Valuable assets
 Prime platform for building relationship with
consumers
 Charge price premium over unbranded generics
 Reduce the risk of new product introduction
1. Consumer relationship
2. Channel relationship
3. Organization of brand management
 Strategic tasks:
 Building relationship
 Communicating

 Charging a price premium

 Tactical tasks:
 Driving trial and traffic and increasing sales volume
 Building likelihood of repurchase

 Responding to competitive moves

 Interact between consumers and firm
 Response to the needs of consumer fromone
interaction to next
 Consumers pulls information from company
according to their needs

 Example- food & family magazine

 Retailer’s efforts:
 Creating store brand awareness
 Promoting profitable private label lines across wide
range of products categories
 Building store loyalty

Retailers have greater credibility in making sense for

consumer.
 Organization structure and leadership
 Key business measures

 New product development and innovation

 Key brand management activities

 training
THANK
YOU