BRAND MANAGEMENT

Acharya nagarjuna university

Dept of :- international
business
G.TEJASWINI,
tejaswini.imba@gmail.com,
A.N.U,
Nagarjuna nagar.

K.JHANSI RANI,
jans_janu@yahoo.co.in
A.N.U,
Nagarjuna nagar.

Outline
  Brand management
 Branding types
 Brand use and need
 How to built a brand
 Building strong brand
 Brand positioning
 Brand name selection
 Brand sponsorship
 Brand development
 Brand power in degree
 Brand recognition
 conclusion

Brand management
A brand is a name, term, sign symbol or a combination of them intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competions

WHY DO BRAND MATTERS

Brand really matters for coustmers and manufacturing

BUILDING A STRONG BRAND

Brand positioning

Brand name selection

Brand sponsorship

Brand development

BRAND BUILDING BLOCKS

Brand salience
Brand performance

Brand imagery

Brand judgement

Brand felling

Brand resonance

DEFINING AND ESTABLISHING BRAND

VALUES
Core brand values

Brand mantras

CRITERIA FOR CHOOSING BRAND

ELEMENTS
Memorability.

Meaning fullness.

Likeability.

Transferability.

Adaptability.

protect ability.

five B’s from customer perspective.

five B’s from brand manager perspective.
conclusion.