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Presented by : SEHRISH SHAH
symbolized in a trademark. A brand is a: BRAND mixture of attributes. if managed properly. tangible and intangible. creates value and influence. which. .
752 Million . Coca Cola Brand Specific Attributes • Has Real Cola Taste • Has an Unforgettable Taste • Revitalizes Me • Gives me Enjoyment Any Time • Good to Drink With Family and Friends • Is Recognized as the Best Soft Drink $ 73.
Word in the MIND of the consumer A NOUN BRAND A PROPER NOUN YOU are a brand Power of a brand .
Differentiation BRANDING Concept of Singularity Brand Appeal .
What is a Chevrolet? What is an ATARI? Loss of Singularity weakens a brand Brand: Proper noun used in place of a common word LAW OF SINGULARITY Expensive Swiss watch A safe car A driving machine “The most important aspect of a brand is its single-mindedness” .
not made Being first What people say about YOU “The birth of a brand is achieved with PUBLICITY.BODY SHOP Starbucks – less than $10 millionaverage sale a billion dollars LAW OF PUBLICITY Brands are born.Anita Roddick . not advertising” .
Don’t buy you anything Keep you from losing market share TWO PHASES LAW OF ADVERTISING Xerox 1959 – plain paper copier – 914 copier Marketing & financial successes of Xerox Dell. Oracle. Microsoft. a brand needs advertising to stay healthy” . SAP. Wal-Mart “Once born.
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